Emotion and Motion come from the Latin root movre, meaning to move. Humans use emotions to make meaning of life experiences and give colour to their lives. Emotions define how we and the people around us feel and act. Emotions are symbolic signals helping people communicate the essence of their thinking far faster than words or actions. Like metaphors which we use in language to communicate ideas, emotions communicate feelings. Both are implicated in storytelling to aid understanding and to transport audiences to places of meaning and understanding.
It has been said that experiences and emotions are stored together as a memory and this is why when we encounter familiar situations and trigger memories, the component parts of the memory including the emotions stored with it are reassembled including the emotions. Emotions are essential in branding as they are part of the brand story. Using stories to activate familiar memories through metaphors and archetypes allows the “teller” to create emotion in the audience and “Movement”. Getting audiences moving is the day to day job of marketing and sales. so you need to explore the emotions your employing within your brand story and the emotions that your creating at the time your audience experiences your brand. In an ideal world the experience and emotion, stored as a memory will be the same emotion you want to surface when people speak about your brand. Create the wrong emotion at the time your brand is experienced and you will spend a long time and a large amount of money trying to change it. As I have said before. If you can create “fans” instead of users, your brand future is likely to be much more secure.
In the book Brand Meaning Mark Beatey lists the four components of Emotions as:
- A feeling such as joy or Anger
- A cognitive response or an interpretation of the situation
- A physiological response such as elevated heart rate
- A behavioral response such as a facial expression or particular action
When you look at this list it’s not hard to see why there is a growing focus on emotional branding. Activating emotions, activates the type of response that is likely to move your audience towards your brand. Great brand stories enable you to access emotions and tie them to your brand experience. Read Brand sense and Varied Visual Volume for other aspects of creating emotions within brand stories.