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How to build a trustworthy and emotionally engaging brand.

over the top shot of a designer's desk


Statistics show that 81% of consumers need to trust a brand before considering a purchase, and 94% of customers recommend brands they connect with emotionally. The keywords here are trust and emotional connection. Simply putting a logo on Instagram won't suffice. So, what exactly is a brand? It's how your business is perceived by your audience, encompassing every aspect of the customer's experience, from visuals to tone of voice and messaging. Let's delve into creating a brand that builds trust and forms an emotional connection with your audience.

Carving Out Your Niche

To create a brand that stands out and connects emotionally with your audience, you need to carve out a unique niche. This involves three key components:

Building Your Brand Story

Why Does Your Business Exist?

A well-crafted brand story is invaluable for resonating emotionally with your audience. Start by asking yourself why your business exists. Go beyond surface-level reasons like achieving a better work-life balance or being your own boss. What truly drives you to run your business?

What Does Your Business Stand For?

Your values, both personal and professional, lie at the heart of your business. These deeply-held beliefs help create a business that aligns with you and attracts people who share the same values. Infuse your entire brand with this ethos to attract like-minded individuals.

How Does Your Business Impact Your Audience?

Every business impacts its audience, no matter how small that impact may seem. Reflect on how you want your audience to feel after interacting with your business. What emotional connection do you want to establish?

Understanding Your Audience

Get to Know Your People

Knowing your audience is crucial. A common mistake is thinking your business is for everyone, which often results in attracting no one. Instead, be specific about who you want to attract. Identify their values, what’s important to them, their struggles, and the results they seek. How can your business help them achieve these results?

Create an Audience Persona

Developing an audience persona can be incredibly helpful. This fictional character embodies your ideal client or customer. Give them a name, visualize their appearance, and build a detailed profile. This persona will help humanize your marketing efforts and guide your messaging.

Researching Neighbour Brands

Look Beyond Competitors

While competitor research is important, it's crucial to look at it from the right perspective. Identify gaps in the market where your audience's needs aren't being met. Avoid copying competitors; instead, find ways to stand out.

Draw Inspiration from Neighbour Brands

Neighbour brands are those your audience already knows and loves. Look at the products they use, the clothes they wear, etc. Find commonalities among these brands and draw inspiration from their tone of voice, branding, and website design. This approach helps you create something appealing to your audience without copying competitors.


By focusing on building your brand story, getting to know your audience, and researching neighbour brands, you can create a brand that carves out a niche in your industry. A brand that is perfectly aligned with both you and your audience.

To assist you further, I’ve created a free workbook guiding you through all these steps.

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