How to Build a Brand People Love (Not Just Like)
Creating emotional connections with customers isn’t just a nice-to-have—it’s the secret sauce that turns casual buyers into lifelong fans. Iconic brands like Nike and Apple don’t just sell products, they sell stories, values, and experiences.
Debbie Millman, a master of branding and storytelling, often emphasizes that great brands are built on authenticity and emotional resonance. Here’s how you can do the same:
Tell a Compelling Story
People don’t just buy what you make, they buy why you make it too. Nike’s “Just Do It” isn’t just a slogan—it’s a rallying cry for perseverance and achievement.
Apple’s “Think Different” campaign wasn’t about computers, it was about challenging the status quo. Craft a story that resonates with your audience’s aspirations and values.
Stand for Something Bigger
Customers connect with brands that share their beliefs. Apple’s focus on creativity and individuality has made it a cultural icon.
Define your brand’s purpose and make it clear in everything you do. Purpose-driven brands build loyalty that goes beyond transactions.
Millman has said that brands thrive when they align with the emotional and cultural needs of their audience, not just their functional ones.
Create a Sense of Belonging
People want to feel part of something. Apple’s Mac vs. PC ads made Mac users feel like they were part of a cool, creative tribe. Nike’s campaigns celebrate athletes of all levels, making everyone feel like they belong to the same team.
Build a community around your brand where customers feel seen and valued.
Leverage Emotional Triggers
Emotions drive decisions. Nike taps into determination and grit, while Apple inspires creativity and innovation.
Identify the emotions you want your brand to evoke and design your messaging, visuals, and experiences to amplify them.
Deliver Remarkable Experiences
Emotional connections are built through experiences, not just products. Apple’s sleek packaging and intuitive design make unboxing an iPhone feel like Christmas morning.
Think about how every touchpoint with your brand can delight and surprise your customers. Millman has noted that the details matter—every interaction with your brand should reinforce its story and values.
Be Authentic
Customers can spot a fake a mile away. Nike’s support for athletes and social justice causes is authentic to their brand’s DNA. Stay true to your values, even if it means taking risks. Authenticity builds trust, and trust builds loyalty.
Engage Your Audience
Interaction fosters connection. Nike’s social media campaigns invite customers to share their stories and achievements. Apple’s product launches feel like cultural events, drawing people into the brand’s orbit. Find ways to involve your audience in your brand’s journey.
Millman’s advice? Don’t just talk at your audience—invite them into the conversation and make them feel like co-creators of your brand.
Focus on the Long Game
Emotional connections aren’t built overnight. Apple didn’t become a cultural icon in a year—it took decades of consistent storytelling, innovation, and customer focus.
Play the long game by investing in relationships, not just sales.
Conclusion
Building a brand people love takes effort, but the payoff is worth it. When customers feel emotionally connected to your brand, they don’t just buy your products—they become your advocates, your evangelists, and your biggest fans.
As Millman has said, “Branding is deliberate differentiation.” So, differentiate yourself by creating emotional connections that last!
Mahalo!
Guy
Merci 💜🙏💜