We only use cookies to give you a better experience and to analyse our site traffic patterns.

Skip to main content

Book a free demo

Decoding the language of a brands: the language of feelings + needs.

What is our role as communicators, if not to make people feel what we say, our ideas, offers or information, so intensely they act on it?

Yet, marketers, creatives and business leaders don't have a common language to communicate with their teams, the feelings + needs their brand's design evokes in people.

RADNB has mapped 1000s of brands to identifying 60 patterns; archetypal 'feeling tones'. With each one representing a human motivational need.

Giving you a unique palette + competitive map from which to strategically + creatively position, design, evolve and manage your brand.

Strategist
Translator
Sage
Shaman
Detective
Scientist
Alchemist
Magician
Engineer
Visionary
Guide
Seeker
Explorer
Futurist
Dare Devil
Entertainer
Fool
Jester
Shapeshifter
Provocateur
Ruler
Judge
Sovereign
Founder
Ambassador
Reformer
Gambler
Rebel
Activist
Maverick
Athlete
Liberator
Hero
Warrior
Rescuer
Matchmaker
Hedonist
Lover
Companion
Romantic
Regular Folk
Advocate
Citizen
Provider
Networker
Idealist
Dreamer
Innocent
Muse
Child
Creative
Storyteller
Artist
Designer
Entrepreneur
Caregiver
Healer
Guardian
Angel
Samaritan

Here’s the bottom line. If you change or intensify what people feel, either in themselves or about your brand, and it's related to a primary need. You influence and change their choices, attitudes and behaviours.

Decoding the language of brands involves understanding how they communicate through both words and visual elements to evoke specific emotions and cater to consumers' needs. Effective brand language taps into the psychology of consumers, creating a connection that goes beyond products or services. This language can be broken down into two key components: the language of feelings + the language of needs.

In summary, brands aim to evoke specific feelings while addressing consumers' needs and desires. Successful branding strikes a balance between these two aspects, creating a meaningful and memorable connection with the target audience. One in which a brand reflects a range of needs so people can find their story within a wider brand story. Meaning strong brands never communicate through a single feeling or need, always a blend.

A global database of brands that helps you and your teams build a brand. From its strategy and creative to content and portfolio management. Helping you:

  • become an expert in 60 'feeling tones' brands use to influence choice

  • develop your brand's story, personality, positioning and design language

  • make what you say more effective

  • develop your brand's competitive positioning

  • manage content across the UX

  • build a common design language across teams

  • create design mood boards quickly, based on real brand examples.

"An awesome tool for anyone in brand development"

Steve Wright - Creative Brand Strategist

"Critical for design effectiveness"

Craig Spivey - Creative Director

"Unique insights into how brands use archetypes"

Dr Omar Merlo – Associate Dean (External Relations) and Academic Director of the MSc Strategic Marketing programmes at Imperial College Business School