How to Build a Brand People Feel

At first glance, most brands seem fine. There’s a clean logo. A mood board that ticks the right boxes. A tone that tries to sound like a personality. But here’s the truth: often if it blends in, it fades out.

Today, branding is not about following aesthetic trends. It’s about building memory. People remember stories, not specs. Brands with distinct energy — think Duolingo’s chaotic mascot or Liquid Death’s irreverent packaging — dominate the scroll. Not because they look good, but because they feel unmistakably themselves.

Playing it safe can be a risky move in branding.

Tell the Story. Not the Bullet Points.

People don’t bond with bullet points. They connect with stories. The ones with plot twists, emotion, and character.

Your origin story is the pilot episode. It sets the tone. It gives people a reason to care. Great brands know how to weave narrative into everything, from copy to campaigns. Take Aesop, for example. Their products are minimalist, but their storytelling is anything but. Every store, scent, and sentence is rich with intention.

Look Like You. Everywhere.

Visual identity isn’t about being trendy. It’s about being recognisable and consistent. From your logo and packaging to your Instagram feed and email signature, every detail should reflect your brand’s core.

LEGO does this well. The brand is instantly recognisable. Its look, tone, and structure are consistent across every touchpoint, and it never loses its playful energy.

Market Smarter. Not Just Louder.

Smart branding means knowing your audience, where they are, and how to speak their language. It’s about storytelling that’s aligned with insight. Design that’s backed by data. Messaging that feels like a conversation, not a broadcast. When you know who you're speaking to, the message lands better and travels further.

Loyalty Comes from Emotions. Not Incentives.

Incentives might bring people in, but emotions keep them around.

Loyalty is rooted in how a brand makes someone feel. People return to brands that reflect their values and understand their world. Nike doesn’t just sell shoes. It sells belief, motivation, and a sense of identity. When a brand stands for something, people don’t just buy it. They buy into it.

Make Moments Worth Sharing

Great brands create culture.

Spotify Wrapped turned user data into a global ritual. Crocs x Balenciaga became an internet event. These weren’t just campaigns. They were moments. Shareable, memorable, and emotionally charged.

People want to be part of something. Brands that understand this build a world around their audience. With merch, easter eggs, witty content, and iconic visuals, they stay in the conversation and in people’s lives.

To build something memorable, you need clarity, courage, and consistency.

Don’t aim to fit in. Stand up, speak clearly, and own your point of view. Whether you’re a startup or a legacy brand, the ones that win are the ones that show up with personality and purpose.

Design alone doesn’t create impact. But design paired with a clear voice, purpose and strategic thinking? That’s what makes people care. That’s what builds real loyalty.

Forget being (just) liked. Be remembered.