How to Build an Online Community through Emotional Branding


How to Build an Online Community through Emotional Branding

June 19, 2019

Social media is fierce! Everyone is basically fighting for attention, so how do you the entrepreneur authentically show up and stand out online? If you want to know the secret to a bold, captivating and money-making brand - one that has you audience wanting more and eager to invest in what you are offering then you need to know all about Emotional Branding and how to use it to build an online community and sign dream clients.


Want to know the secret to a bold, captivating and money-making brand?

One that makes it easier to build an online community of fans who are invested in your brand and has your audience wanting more and eager to invest in what you are offering?

It’s all about Emotional Branding and it’s my secret weapon that has allowed me to create a community of thousands and a 6-figure cash business completely online.

Today I’m sharing:

  • What emotional branding is and why it’s so powerful

  • What you need to know in order for it to work effectively online

  • What the emotions of your brand impact (hint: it’s centered around your marketing and ability to stand out online).

  • How to go even deeper with my favorite tool and resource that you ALREADY possess.


People buy based on emotion. In fact, a Harvard study reported that, “Emotion is what really drives the purchasing behaviors, and also, decision making in general.”

Emotion is the #1 decision-maker when it comes to making a purchase decision, so if you’re solely focused on the logistics of your offer and aren’t going a level deeper to connect with your audience you’ll miss out every single time.

If your social media posts are falling flat, look at emotion.
If your offers aren’t selling, look at emotion.
If your sales calls aren’t ending in a sale, look at emotion.

It plays a role in everything you create so the first thing you need to do is identify which emotions you want to portray through your brand.

Because by having a strong emotional component to your marketing and selling efforts (i.e. your brand overall) you’ll be able to attract the right people and repel the wrong ones - leading to better conversions and brand loyalty overall.


It might seem easy to just pick 5 words that you want your audience to feel, but there is actually more to it. It’s not just about how YOU want your audience to feel, but also what your audience WANTS to feel.

This is where knowing your audience comes into play. You can do market research around this, in fact I always suggest it, but even just having simple conversations with your ideal client will give you a glimpse into what they desire.

It comes down to desire here - making your audience feel something they WANT. We call this aspirational branding in the industry and it’s the key to branding that attracts and converts your audience into life-long fans.

Think of how your audience wants to feel and then bottle that up into 5 key words. By identifying and connecting to where your audience wants to be, you provide hope for what’s to come, making your brand more magnetic.

This will inspire your next steps - the aesthetics.


So many entrepreneurs make the mistake in the beginning by focusing on the aesthetics BEFORE they’ve done the story work and identified their brand emotions, but not you right?

But, if you did do it early on and are feeling disconnected from your brand it’s not too late to tie in these tips. Take your emotions and start to select visuals that showcase these feelings. Think the colors, fonts, elements and photos to start.

I have a lot of designer friends and each one of them will tell you that if you come to them with a clear idea of who you are, who your audience is, your key messaging AND how you want your audience to feel, then will be able to deliver a better product in the end.

Aesthetics are just the tip of the iceberg here and will get you comfortable with playing with the deeper level of emotional branding, but we don’t have to stop there.

From the aesthetics we can more into the messaging and content creation of your brand - yep all centered around emotion AND your sales pages (now that’s the fun part)!

When you go the extra step your brand will expand! You’ll stand out on social media, separate yourself from others in your industry and create a community of true fans.


Another layer of Emotional Branding is the use of story in every single piece of your business. From your brand mission to brand aesthetics to the content you create and the programs you offer, story is the key.

Story allows you to continuously connect with your audience, making them feel seen, heard and understood - which is so important.

And to top it all off, posts with story are 22x more memorable than ones without.

If you want to learn more about identifying your brand story be sure catch my blog and video next week ALL about your brand story and my three tips for doing so effectively.

And in the meantime be sure to take my free brand story quiz to find out your specific brand story and how to market it online for maximum results.

Please share your biggest takeaways from this blog post and how you’re going to implement this information in your own business!

Branding and Business Coach | Michelle Knight of Brandmerry

P.S. Are we connected on Instagram? No? Well lady what’s happening here we’ve got to fix that. Come hang out with me on my favorite social media platform. Follow for inspiration and send me a DM to know we’re connected.

Michelle Knight_ headshot copy.jpg

Hey there, I'm Michelle Knight

Welcome to my little corner of the internet. I'm a mother, wife, world traveler and storyteller. I created my own business just after having my first baby and while working a 9 to 5.

Within one year I left my 9 to 5 and created a 6-figure business. Now I spend my days as a Branding and Business coach for female entrepreneurs, raise my little boy and travel the world with my little family of 3.





Time mangement

Self-worth love