Why emotion matters, even in business
Short Read
We like to think that we behave rationally, but, in reality, we arrive at many of our most important decisions via a route that’s far from logical.
Rational decisions are grounded in statistics and objective facts; thinking this way would hopefully lead us to the same logical result as a computer would arrive at. Such a solution may be objectively correct, but might not necessarily be the most sensible decision. For example, we could all choose to eat a comprehensively healthy, uniform diet and replicate this week-on-week. Great for our physical health, but probably not so good for our sense of self.
We’d probably all accept that our personal lives are full of choices that are guided by emotion, rather than logic. But when it comes to business there is often a belief that we must approach any decisions in a more rational way than we would outside of work.
This simply isn’t the case.
Rather than think of illogical reasoning as flawed or as a bad thing, we should see it as a benefit. Research consistently shows that our business decisions are driven by the heart and not the head, even if we don’t consciously recognise it. When faced with a choice, the smallest differences can sway our decision away from one product or service and towards another, and those small differences often tap into our emotions in very direct ways.
For example, a business:
- that empathises its audience, not just shouts about its own achievements
- that describes the product benefits, not just listing its features
- whose messaging is easy to understand and engaging to read, not bland and opaque
- with a well-considered customer experience, not a poorly designed website
- with imagery that enhances its offer and a strong point of difference, not imagery that plays to market stereotypes.
This is where branding plays a pivotal role.
If you can develop a brand strategy that understands and aligns with the needs of your audience, the better the chance of success. If you then create a visual and verbal brand that delights, engages and connects with them, you’re giving your organisation the best possible opportunity to stand out in a sea of competitors.
The importance of tapping into emotional drivers is often underestimated.
But when we make emotion-based decisions, we’re willing to pay more, we’ll be more loyal and ultimately feel more invested in an organisation. If your brand doesn’t explain how you’re solving your audience’s problems, improving their life or entertaining them, you need to ask: what value is it really adding?
Great brands are described as having an almost intangible connection with their audience. From a purely rational point of view this might be difficult to quantify or describe, but looking from an evolutionary perspective it’s easier to understand.
The human brain has evolved over thousands of years to be ‘feelings first’; we have an innate desire to engage with people, groups and ideas. Successful brands simply tap into these feelings.
In our work roles we’re trying to make smart decisions that will ensure our business is more successful, efficient and profitable for our colleagues, customers and potential recruits. If we feel a connection with a brand, it’s far easier to make a decision to choose to do business with them.
At Nalla, we have deep experience in crafting brands for hundreds of businesses. If you need agency support in rebranding, just drop us an email to discuss.
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