Why Brands Shouldn’t Be Afraid to Get Emotional

The Monty Minute

Why are businesses so afraid of expressing emotion?

Most brands are fairly buttoned up. Sure, you’ll come across the occasional fun-filled brand like Red Bull or the overconfident Old Spice. But what do you get from most brands? If you read any press release, often it begins like this: “XYZ Company is pleased to announce…”

Oh, we’re so pleased that you’re pleased. (Did you get the sarcasm?) Of course your company is pleased. Do you think they’d tell us that they were annoyed? Or mildly relieved? Or maybe nonplussed?

You’re probably pleased about a dozen things a day, right? But if you say the word aloud, odds are you’re not using it with any kind of emotion. It’s just a statement, not an exclamation.

There’s nothing wrong with putting personality behind your brand.  Help make it stand out to people and stand for something that humans can relate to. After all, it’s Cicero who told us, “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”

Remember that purely joyful Chewbacca video last week? Of course you do. Why? Because it evoked an emotional response from you.

The question is this: How are you evoking and provoking your customers and prospects? It doesn’t matter whether you’re a business to business company or a consumer-facing organization. Decision-making is in part due to emotions.

Don’t ignore emotions because they make you uncomfortable. Embrace them because they define you and set you apart from your competition.

If you like what you read and would like to receive an expertly curated set of links, commentary and analysis each Monday, please subscribe to The Week in Digital.

Get more content like this, plus the very BEST marketing education, totally free. Get our Definitive email newsletter.

While You're here

Get our best tips. Join the smartest marketers who receive our weekly update.

Article Continues

Want more great content like this?

A weekly dose of the trends and insights you need to keep you ON top, from Jay Baer at Convince & Convert. In each week’s email, Jay will recap what happened in digital, what trends are important for marketers to watch, plus some fun surprises that you’ll just have to sign up to see!

Subscribe to our Newsletter

Or are you looking to subscribe to one of our podcasts