I am a graphic and branding designer and often host workshops on how to build an effective brand strategy. Here are some slides I prepared for a workshop hosted with Copywriter and strategist Ihunna Eberendu of 2ndwindpro; I have taken out her slides so this deck focusses on visuals alone.
6. What is Emotional Branding?
Defined as the practice of building brands that appeal directly to a
consumer's ego, needs, aspirations and emotional state
In short it’s the successful attachment of a specific emotion to a brand.
61. Having done the type exercise you did in the first half, please now think about
this in terms of what your favourite colour is.
Do you see yourself as open and clear / dynamic? Bright red / bright blue.
Muted colours. Pale orange etc.
65. If your brand were a person, how would you describe him or her?
Knowledgeable, brave, empathetic, cutting edge, strong willed
How do you want people to feel when they use your product or experience your
service?
At ease, comforted, relieved.
What do you love about your business?
It will help people who might not have any avenues immediately available to them. There will
also be the integration of professional help in the community
66.
67. If you think good design is expensive, you
should look at the cost of bad design.
—RALF SPETH
71. We prefer curves because they signal lack of threat.
So curved design uses our brains to tug at our hearts.
Some of us reach for another brand of dental floss.
72. “Our preference for curves can not be explained
entirely in terms of a ‘cold’ cognitive assessment of the
qualities of curved objects,” Vartanian tells
Co.Design. “Curvature appears to affect our feelings,
which in turn could drive our preference.”