The Importance of Empathy in Branding
Original Artwork - Hilde Franzsen (Sidebar Design)
How does this image make you feel?
A sense of nostalgia, perhaps? Or a connection to a simpler time?
This is what empathy in branding is all about.
Empathy in branding goes beyond creating something visually appealing. It’s about understanding your brand’s audience on a deeper level—knowing what drives them, what they care about, and what resonates with them emotionally.
When approaching branding with empathy, we’re not just designing logos or selecting colours; we’re crafting something that makes people feel seen, heard and understood (and hopefully valued).
In the commercial masses, it’s empathy that will set a brand apart. When law firms, for example, make their clients feel seen and heard through their branding, they’ll build trust. And trust leads to lasting relationships.
Think about your brand (whatever industry you’re in). Does it speak to your audience’s needs, emotions, and aspirations? Or is it speaking at them? If you were in their shoes, which would you prefer?
What are some feelings that common (or even lesser known) brands have elicited for you recently?
Ps. this illustration took me a cool 4 hours, so I hope it made you feel something positive at least. 😅
