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.