Male head with a heart attached to a cord

Does your business make emotional connections with customers? If not, maybe your brand is focused on the wrong things.

Instead of thinking business has to be all about facts and numbers, products and sales, and pricing, start by building relationships based on the core values of your business.

At Brilliant Lens, we encourage and help clients develop and share the stories of their business in people-friendly terms that let customers know what's really at the heart of the company's brand. When a customer connects with your business and what it means to them, they buy because they want to, because it feels right. 

Businesspeople, like all humans, are creatures of emotion and that will never change...Whatever choices we are making — at work, at home, at play — feelings ultimately rule.
— Christoph Becker

A great example of this is Starbucks. Those recognizable green umbrellas and awnings don't say, "This is the place to buy a cup of coffee." Coffee is a commodity that costs us far less to make at home. But just think of how many people you know who leave the house and an unused coffee pot at home only to stop by Starbucks on the way to office and spend many times more on a single cup than they would spend on a can of ground coffee.

Starbucks, and other companies that tap into consumer emotions, have figured out how to help people buy into what the business represents – a lifestyle, an aspiration, a coolness factor, etc. – not just what it sells.

Creating Emotional Value

A recent article in Adweek brought up some of the important questions to consider if you want to connect customers to your brand value...and it's true whether you work in business-to-business (B2B) or business-to-consumer (B2C) markets.

To get a better understanding of your brand value, start by answering the questions below:

  • What's the authentic, emotional truth about your company?

  • What was your company created to do?

  • What does your company stand for now?

With honest and in-depth answers to these questions, you can begin creating a stronger connection with your customers.


Use this form to contact us for more info on how to refine and define your brand values to create stronger connections with your customers. 


Be Brilliant! | Brilliant Lens LLC is a branding, marketing and visual communications agency based in Fort Myers, Florida. Our work and experience have taken us around the globe, working for clients ranging from local entrepreneurs to global, Fortune 100 companies. If you’re on Facebook, be sure to Like our page. Follow us on Twitter @BeBrilliantSWFL