Let’s be honest. Branding can feel confusing, especially when you’re trying to figure it out for your own business.
It’s like you’re swimming in a sea of buzzwords, hearing things like “authenticity,” “positioning,” and “brand story”, but no one’s explaining what they actually mean, or how to make sense of them in a way that feels natural. And that’s where so many business owners get stuck.
But here’s the truth: branding isn’t about shouting the loudest or having the glossiest logo. It’s about creating a feeling. A heartbeat. A little spark that makes someone say, “Oof. I like them. They get me.” And that, that spark, it comes from emotion. (Not spreadsheets. Sorry to all the spreadsheet lovers.)
So let’s swim deeper into why emotion and design thinking are the secret sauce to branding that doesn’t just exist… but connects.
The Real Reason People Choose Your Brand
Let’s say you’re selling handmade candles, holistic coaching sessions, branding packages (hi!), or even luxury travel experiences.
Here’s what your audience isn’t doing: Scrolling your website thinking, “Wow, this has the most detailed service list I’ve ever seen, I’m in!” People are looking for something deeper. They want to feel like they’ve found someone who gets them. Someone they can trust. Someone whose vibe matches theirs.
It’s not just about what you sell, it’s about how your brand makes them feel in those first few seconds. Safe. Excited. Curious. Understood. And when that connection happens? That’s when they hit “book now,” “add to cart,” or “tell me more.”
So... What Even Is Design Thinking?
You might’ve heard the term thrown around like it’s some mystical creative Jedi training. But really, design thinking is just fancy code for this: “Let’s solve problems in a creative, human way.”
At Clever Octopus, we use design thinking every day, whether we’re naming your next business, shaping your brand voice, or choosing the exact right shade of ocean blue to make your audience feel something (even if they can’t quite explain what).
It starts with empathy. We crawl into the minds of your audience (not in a creepy way, promise), see what they’re feeling, then find creative ways to meet them there. Design thinking isn’t about being clever for clever’s sake.
It’s about making people feel seen.
How to Give Your Brand a Beating Heart
Not sure where to start? Here’s how to turn your brand from “just another business” into something your audience actually feels connected to:
1. Stop talking like a robot.
Real humans don’t say “solutions-based strategies for client-centric experiences.”
We say things like “let’s make your business feel like home for the right people.”
2. Tell your messy, meaningful story.
People remember stories, not slogans. Tell them why you started. Share the behind-the-scenes. The missteps. The moments you cried happy tears in your car after landing your dream client.
3. Ask: how do I want people to feel?
Not “what fonts should I use?” but “do I want someone to feel calm, excited, cheeky, empowered?” Then build everything from there, your visuals, your tone, your vibe.
4. Don’t be afraid to feel things.
Yes, even in business. Especially in business. Emotion is your edge.
A Simple Creative Flow (for Real Humans, Not Robots)
You don’t need a marketing degree to start building a brand with heart. Try this:
Step 1: Empathise
Who are your people? What are they navigating right now? What keeps them up at night (and what are they secretly dreaming about)?
Step 2: Define
What’s your deeper message? What do you really want to be known for?
Step 3: Create freely
Brainstorm. Scribble on napkins. Voice memo yourself in the car. Creativity doesn’t always arrive in neat packages, let it get messy.
Step 4: Test and play
Try a new tone. Tweak your Instagram bio. Launch that weird, wonderful idea. See what sticks.
Step 5: Reflect + evolve
Nothing in branding is set in stone (not even your logo, shhh don’t tell the old-schoolers). If it’s not working, change it. Growth is the goal.
Final Thoughts from the Octopus Desk
Great branding doesn’t scream, “Look at me!” It whispers, “Hey. We see you. You belong here.”
It doesn’t rely on trends or trickery. It relies on truth. And when you bring in emotion, creativity, and a little octopus-style problem-solving… that’s when your brand becomes unforgettable.
So if your business is feeling a bit beige, stiff, or stuck. Then maybe it’s time to feel something again.
And hey, if you want help untangling all of this and weaving your beautiful story into something strategic and soul-aligned, we’re right here, arms wide open. All eight of them.
