I’ve been thinking about this a lot lately. And I think I may be circling in on something, but it’s going to take some deeper thought.
I think you start with figuring out an emotion or a feeling you want your brand to stand for. For example, Apple was all about creativity and thinking different. I’m sure you’ve seen the video by now. The entire thing was about a feeling.
And you have to make that feeling blatantly obvious in everything you do, whether that’s a tweet, a design, an email, a landing page, and most importantly your product.
The next step after figuring out the appropriate and specific feeling is to remember a specific time in your own life where you felt that emotion strongly.
Then try to write a summary statement that captures that experience and emotion.
That’s what I’ve got so far…
