This document discusses the importance of trust in customer relationships and defines emotional branding as the process of associating a brand with specific emotions. It explores techniques for storytelling through design and emphasizes the creation of a brand story that resonates with consumers. The document also highlights the significance of design elements and emotional engagement in marketing, particularly through humor and authenticity.

2. What is the main thing that a customer must
have before they buy from you?

3. Trust.

5. There’s Only One I’m Lovin’ it
Because I can Think Different

6. What is Emotional Branding?
Defined as the practice of building brands that appeal directly to a
consumer's ego, needs, aspirations and emotional state
In short it’s the successful attachment of a specific emotion to a brand.

7. Storytelling through design and words
Brand Story
Logo/Font/Colour
Content

8. Helvetica in Use

9. TheLittleBlackDressofTypefaces

45. Examples

50. stands out, and is then used as an accent color throughout the rest of the site.

52. Examples

60. Exercise 2

61. Having done the type exercise you did in the first half, please now think about
this in terms of what your favourite colour is.
Do you see yourself as open and clear / dynamic? Bright red / bright blue.
Muted colours. Pale orange etc.

62. Questions?

63. Case Study

65. If your brand were a person, how would you describe him or her?
Knowledgeable, brave, empathetic, cutting edge, strong willed
How do you want people to feel when they use your product or experience your
service?
At ease, comforted, relieved.
What do you love about your business?
It will help people who might not have any avenues immediately available to them. There will
also be the integration of professional help in the community

67. If you think good design is expensive, you
should look at the cost of bad design.
—RALF SPETH

70. Font

71. We prefer curves because they signal lack of threat.
So curved design uses our brains to tug at our hearts.
Some of us reach for another brand of dental floss.

72. “Our preference for curves can not be explained
entirely in terms of a ‘cold’ cognitive assessment of the
qualities of curved objects,” Vartanian tells
Co.Design. “Curvature appears to affect our feelings,
which in turn could drive our preference.”

74. Courtesy of Oshin Vartanian

76. “Great content is the best sales tool in the world.”
~ Marcus Sheridan

77. Brand Story

78. What is a Brand Story?
A brand story is a cohesive collection of facts,
interpretations and feelings that are created by
your brand.

79. How to create a brand story
● Show don’t tell
● Think long term
● Be authentic

80. Humour is one of the most effective emotions to use in marketing -
particularly on social media.

82. People will remember how you made them feel, more than
what what you’ve said or done.
Maya Angelou

83. www.alexandralunn.com