361: Brand mood ​

We think about logos, letterheads, and websites. What about ‘mood’?

  • How we feel when we experience a brand is normally left to chance. We don’t tend to give it a moments thought.
  • How we expect to feel when we experience a brand is something we can control. If there’s expectation, there’s likely intention.
  • How we want to feel when we seek out a brand is, if conscious and predictable, something we’ve been taught to find there.

Gritty. Melancholic. Inspiring. Fun. Whatever you’re going for, if an audience turns to you when they want to feel it, you’ve achieved brand mood mastery.

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