Your Brand and Emotional Appeal


When it comes to building a brand, there are many elements that must be considered in order to assemble it correctly. These include intellectual and emotional. And while the intellectual elements should, but you must not ignore the emotional elements that provide the connective tissue that we search for.

The affinity and equity of any brand are deeply rooted in how a person feels. That is why it is important to discuss individual elements, the sum of which comprise the emotional category of branding.


Principles mean a lot to people. Shared principles bring groups of people together to create networks and communities. The key here is being able to adhere to your principles, whatever they are. Such adherence is what builds your integrity and allows people to understand what kind of person you are.


Your reputation is an element of your brand that you hold vast control over. When it comes to building your reputation, consistency is important. Constructing your reputation in this way helps build this next valuable element of branding.


This should be no surprise to anyone. Trust is something that we all want — we want to trust those that we know and want to be trusted by them. Trust breeds affinity and loyalty. Trust creates the infrastructure for the element that we all want to achieve.


We are social beings, so we look to acquire and retain relationships with people that are like us, that we like, that like us back and that we can trust. These relationships are part and parcel of what determines whether or not we are successful in life. It is the relationship that you build that allows you to become bigger, better, faster, or stronger.


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