Beyond the noise: Why brands need to speak to the heart

Steven Gao, business partner at Landor China, argues the world of branding is no longer simply about differentiating, it’s about forging unforgettable bonds to leverage emotion.

Pause for a moment and think about your day. How many brands have tried to grab your attention? From the ads cluttering your social feed to the logos on your morning coffee cup, we’re constantly awash in a sea of information. It’s no wonder we often feel overwhelmed, our minds blurring out the relentless clamour for our notice. What truly cuts through the noise? Not the loudest message, but the one that genuinely moves us.

In this age of digital saturation, consumers aren't just looking for another product or service; they're yearning for meaning, for connection, for brands that truly understand them. The race to stand out has evolved. It’s no longer about simply differentiating; it’s about forging deep, unforgettable bonds. And at the heart of these bonds lies a fundamental human truth: emotion.

Think about your own life. We navigate countless emotions every single day – joy, sorrow, anger, wonder, nostalgia. If you try to recall a specific event from years ago, you might struggle with the exact date or location. But you will almost certainly remember how you felt in that moment – happy, sad, surprised or inspired. Emotions, in their purest form, are the architects of memory. And for brands, this insight is everything.

So, how can brands authentically tap into this emotional landscape to build lasting relevance with their audience?

1. Craft iconic assets that engage every sense

We instinctively understand how visuals can stir our emotions – the timeless curve of a Coca-Cola bottle, the distinct elegance of Tiffany Blue. These iconic visual cues transcend generations, leaving an indelible mark. But in today’s world, a brand’s presence must extend far beyond the visual surface. To truly embed itself in the hearts and minds of consumers, it needs to awaken all the senses. This is precisely where Landor's expertise in developing iconic, versatile brand assets comes to life.

Consider the simple, yet powerful, sensory moments that define some of the world's most cherished brands: the reassuring jingle you hear every time you swipe your Mastercard, the immediate embrace of luxury scent from Mercedes-Benz’s Air Balance system, the satisfying texture of a Rimowa’s grooved aluminum shell under your fingertips or the warm, comforting chocolate chip cookie offered upon check-in at a DoubleTree by Hilton. These aren't just details; they are meticulously designed moments that create enduring memories. They are the new trademarks.

These multisensory touchpoints elevate the emotional connection between brand and consumer, building an invaluable layer of defensibility and ensuring your brand is the first that springs to mind. What are your brand’s sacred multisensory assets? If you haven't yet identified them, now is the time. If you have, celebrate and protect them fiercely. Remember, the next frontier in brand advantage is "multisensory consistency." Just like a logo, every sense needs a codified, repeatable set of cues: a signature sonic identity, a detailed scent brief, a haptics library, a precise materials palette and even a distinct taste profile.

2. Design brand experiences that live up to the promise

Beyond cultivating these evocative assets, emotionally resonant experiences are the unwavering foundation for keeping a brand’s promise. Walter Landor himself famously declared, "A brand is a promise. A good brand is the promise kept." Emotions are the powerful bridge that connects the promise made to the promise delivered. Their strength lies in their ability to make us feel, which in turn drives memory and imbues the brand with true meaning. This is where brand experience design shines: when we design for emotion, we bring an entire world to life.

Our collaboration with LEGO on their global flagship store experiences. We didn’t just design a store for sales, deeply rooted in LEGO’s core promise of "Learning through Play," we meticulously designed the store layout and touchpoints through crafted customer journey to ensure every element to evoke feelings of wonder, curiosity and pride in every visitor. That’s why you’ll find the interactive "Build Your Own" zones where children (and adults!) can unleash their imagination by shaping their own unique creations with the bricks, fuelling their sense of wonder. You'll see huge nods to local culture and iconic symbols in every new store, fostering a sense of connection and civic pride. The staff are trained to inspire and mentor, making visitors feel challenged and triumphant. And all online channels seamlessly integrate with the physical space to ensure a consistent, playful experience. These intuitive interactions, thoughtfully designed across every touchpoint, come alive and create an immense emotional impact for the brand.

When we design for emotion, we don't just create transactions; we create indelible feelings. And when people truly feel connected to a brand, that’s when you earn their lasting loyalty and advocacy.

In a world craving genuine connection, the brands that master the art of emotional resonance – those that don't just speak to the mind, but to the heart – will be the ones that don't just stand out, but truly thrive. What steps will your brand take next to engage emotions and forge those deeper connections?