Let’s get right into it. I have been in the marketing and communication space for 15 years now, and every bit of copywriting and advertising material I have produced over the years starts with understanding and appealing to the emotions and intellect of the audiences. Appealing is a broad term, let me narrow it down and simplify it for you.

1. Excitement: To build anticipation and enthusiasm about a product or service.
2. Trust: To establish credibility and reliability, making the audience feel secure.
3. Curiosity: To pique interest and encourage further exploration or engagement.
4. Happiness: To associate positive feelings with a brand, product, or service.
5. Fear: To highlight the consequences of inaction or to create a sense of urgency.
6. Sadness: To evoke empathy and compassion, often used in charitable campaigns.
7. Nostalgia: To connect with the audience personally by recalling fond memories.
8. Greed: To appeal to the desire for gain, savings, or a good deal.
9. Inspiration: To motivate and encourage the audience towards a particular action or belief.
10. Belonging: To foster community and inclusion, making the audience feel part of a group.
11. Anger: To provoke a reaction against a common enemy or problem, often used in advocacy or political campaigns.
12. Pride: To make the audience feel accomplished or special, often used in luxury or high-status products.

The choice of emotion depends on the target audience, the product or service being promoted, and the overall message that is decided upon before execution. These 12-pointers may read simple and easy to understand, doable even. But communication is not just about understanding emotions, it’s about pairing the right words with the right emotion and even then the job is not done. It is not limited to vocabulary but tonality, acerbity, timing, sensitivity and flawless execution for impact. 

One of the few things that help organisations churn out consistent and cohesive marketing messages is the brand template or brand strategy that is set up before any marketing or promotional material is worked upon. The brand booklet as I sometimes call it is the first thing I grab when I sign up a client. Sometimes SMEs and even corporates operate without a brand strategy and you can easily spot the inconsistencies in their branding, messaging and even reach. I have put together the brand strategy for many companies and they use it as a ready reckoner and master template for all their communication, marketing and promotional activities.

Coming back to Psychology and Brand Communication, I truly wonder if it can be taught though there are ample tools and templates put together by business schools and online courses. As for me, being a communication professional and loving every minute of it, I create content from observation, research and life experiences. Specifically, given the way I operate using psychology and words, brand messaging always takes root from brand values and most companies have not even defined them.

If you are looking to work with a brand marketer who can elevate your business, get your messaging right and have people talking about your brand, hit me up and let’s see if we are a good fit.