Your Brand Is Not What You Think It Is…
Let’s talk about FEELINGS…


If you look at today’s marketing and business headlines there is a lot of chatter about BIG data – it’s everywhere. This compelled me to recently tweet the following “It’s all about BIG data these days but we must never forget the human touch points of business – that’s what consumers remember about your brand.”

This tweet prompted a great discussion – the follow up included these questions – how does your brand reach and touch people? how do you communicate your brand’s promise to your customers? what are the expectations of your products and services? Surprisingly many did not have the answer…… and the answers to these questions are really the key to your brand.

What exactly is your brand?

Your brand is NOT – big data, your mission statement, the clever tweet or FB message, your product, website or even an ad on TV – it is much more than that.

Your brand IS about the feelings that your brand elicits in consumers.

Your brand identity is derived from a combination of how you want your brand to be perceived and how it actually is perceived. Your brand equity equals the emotions and attachments your target market feels about your brand.

Simply put, one of the most important keys to success in branding is if/when your consumer has an emotional connection with your brand If these feelings are positive, this will increase your customer engagement and ultimately sales.

As a business owner being able to generate this kind of emotional connection is priceless. Delivering on this emotion will create long lasting relationships. Since it costs less to grow an existing customers business than acquiring a new client building emotional connections is good for the overall bottom line.

Cultivating Feelings In Business

Yes, it is about feelings, something we don’t discuss enough in business.

Take for example the iconic Goya company, a trusted and beloved American brand.  Why has it been so successful in the U.S. Hispanic and general market? Because at the heart of the brand is it’s credo “If it’s Goya, it has to be good”. If you purchase Goya products – from canned beans to frozen sweet plantains, the consumer is assured that they are purchasing good taste and consistent quality and this creates a good feeling that comes from safety and assurance.

For many U.S. Hispanics – it reminds them of home, memories of shared meals, tastes, smells etc…..and those strong and indelible connections are invaluable to the brand. And what does this strong connection offer – not just repeat purchases but the holy grail of all brands – loyalty and advocacy for your brand.

If you still don’t believe that feelings are important to your business, how about this – over 50% of an experience is based on emotions, and emotions shape the attitudes that drive purchasing decisions and behaviors. Add to this the importance of “collaborative buying” amongst Millennials and the U.S. Hispanic market, and you can see where we are going with this.


Meet Latina Entrepreneur Legendary Baker Cristie Besu

Meet Latina Entrepreneur Legendary Baker Cristie Besu

Cristie believes that you should not have to choose between delicious and better for you foods. The daughter of Cuban immigrants, Cristie Besu has had quite the journey herself. She’s the Founder and CEO of Eat Me Guilt Free, a health-focused line of bread, brownies,...

Women’s Golf Day Is Empowering for Hispanic Businesses

Women’s Golf Day Is Empowering for Hispanic Businesses

Latinas in all business can benefit by learning skills to last a lifetime. Women’s Golf Day (WGD) is a global movement that engages, empowers, and supports women and girls through golf and teaches them skills that last a lifetime. The one-day, four-hour event has...

An Entrepreneur’s Launch of a Luxury Accessory Brand

An Entrepreneur’s Launch of a Luxury Accessory Brand

What does it take to launch a luxury accessory brand? Creativity, a passion for what you do, the talent to produce a high quality product, business sense, creating outlets to sell your product, and marketing your product are just a few things that go into creating and...


Sign Up for the Latin Biz Today Newsletter

Video Gallery

PR Newswire

Featured Authors

avatar for Armando RomanArmando Roman

Armando G. Roman CPA/PFS MBA has more tha...

7 Business Pitfalls to Keep Top of Mind


Cash Flow Management for Small Business Owners

Cash Flow Management for Small Business Owners

A requirement for every successful small business and enterprise.   Cash flow management is the process by which an organization maintains control over the inflow and outflow of funds. The fundamental goal of cash flow management is to ensure that the incoming...





Entrepreneurship – Do It Your Way

Entrepreneurship – Do It Your Way

One of my favorite lines that I often quote is the hook from Frank Sinatra’s My Way— “I did it, I did it my way.” As entrepreneurs, we are generally the types who create our own rules and do things our own way. Sometimes it's good to reflect on why this individuality...





14 Takeaways From the World of Sports Business

14 Takeaways From the World of Sports Business

Check out these quick snapshots across the sports industry in May 2022 Welcome! Well, I am apparently over my anger about the baseball lockout. Yes, I am following the game to a degree, especially because the Mets are off to a good start. The New York Yankees are also...


Work, Life & Culture


Health & Fitness

Travel & Destinations

Hindsight Is Literally 2020!

Hindsight Is Literally 2020!

So as I was approaching my 57th birthday this past October, I came to realize that travel has been on my bucket list 40 years and that since my divorce 6 years ago, I have somehow always felt like I needed someone to give me permission to do so. Really, permission, at...

Personal Blogs

Latin Business Today

Pin It on Pinterest