Does Your Brand Have Emotional Swag? – Part 1

By , The Growth * Success * Acceleration Expert

Solo-E Certified Solo Entrepreneur Expert

Laureen Wishom - The Growth * Success * Acceleration Expert

In my previous post: Does Your Brand Have Color Swag… I provided a list of 10 colors and what they represent. There are, however, broader messaging patterns to be found in your color choices.

color_emotion_guideFor instance, colors play a fairly substantial role in consumer purchases and brand awareness. Studies have also shown that the relationship between brands and color hinges on the perceived appropriateness of the color being used for a particular brand (in other words, does the color ‘fit’ what is being sold).

Color is the feeling, mood, and image that play a role in persuasion. Remember that color only come into play when it can be used to match a brand’s desired personality.

For example, Apple’s color choice is white – it communicates their love of clean, but simple design. Consider brands such as Chanel and Yves Saint Lauren – they use black to communicate that they are the leaders in their industry.

Brands that use brown in their logo, such as UPS and the original M&Ms are communicating warmth, safety and reliability.

The chart shows the effect that various colors have on emotions.

The key to leveraging emotions through color is to identify your brand promise and personality, as well as the features and benefits of the products and/or services under your brand umbrella.

Then and only then can you determine how these features and benefits relate to consumers’ emotions? You should have defined your brand promise and brand personality in your Brand Plan.

You must determine which emotions to tap into through your brand messaging. Triggering the wrong emotions can do more harm to a brand than good.

That’s where market research comes into the picture. You can’t assume that you know which emotions matter to your audience – do the research.

Now remember, when it comes to the ‘how’ of personal branding, there are two approaches to humanize a brand. If you are not sure of the approaches – read my previous blog entitled: Two Different Branding Strategies.

In my next post, Does Your Brand Have Emotional Swag? – Part 2, I will explore the world of color from a HR perspective.

Dr. Laureen Wishom is dedicated to teaching high-achieving women entrepreneurs, executives, non-profit leaders and career professionals how to master Growth, achieve Success and live in strategic Acceleration.  Through her workshops, VIPs, coaching programs and products, Dr. Laureen shows high-achieving women (and enlightened men) how to bring about radical success in:  1) Visibility and Positioning 2) Business Growth/Career Success, and 3) Revenue Acceleration.  She is known for creating “WOW”, providing an unique customized experience and educating women on “doing different things and then doing things differently”™.  To receive Dr. Laureen 5-day e-course entitled: How to "Show Off" Your Credibility for Revenue Acceleration or the audio: Are You Making a Cardboard Connection or a Brand Connection, visit

© Copyright 2014 Laureen Wishom
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