Feel, Don’t Think

Let’s get one thing straight: if people are spending too much time thinking about your brand, you're doing it wrong.

The best brands don’t just occupy space in people’s minds—they take up residence in their hearts. It’s like that irresistible smell that draws you into the kitchen. You don’t need to think about why it smells so good—you just feel it.

Branding isn’t about crafting an intellectual puzzle for your audience to solve. It's about creating an emotional connection so strong that people can’t help but feel something when they encounter your brand.

Ask yourself, what are people feeling when they see your brand? Is it excitement, trust, comfort, or just plain confusion? If they're stuck in analysis mode, you've already lost the game.

Think about the legends in branding, like Amul. It’s not just butter; it’s a slice of nostalgia, humor, and reliability all rolled into one. When you see the Amul girl on a billboard, you don’t analyze her outfit or the font choice. You feel a connection, a sense of familiarity.

Amul doesn’t just sell butter—it sells memories, trust, and a bit of wit.

Or take the example of Fevicol. It’s not just glue; it’s a symbol of unbreakable bonds and clever advertising that always leaves you with a smile. Whether it’s that iconic “Fevicol ka jod hai, tootega nahi” ad or the playful elephants on a truck, Fevicol taps into emotions of trust, durability, and a bit of cheeky humor.

It’s not just a product; it’s an experience, a feeling that sticks with you—pun intended.

Now, let’s talk about your brand. If you’re stuck obsessing over the perfect logo shade or debating whether to use Helvetica or Comic Sans (definitely not Comic Sans, though), you’re missing the point.

The question isn’t “Is this design perfect?”
It’s “Does this make people feel something?” 

Does it spark joy, trust, curiosity? If not, you’ve got some homework to do.

Here’s the deal: a brand people think about is just another brand. But a brand they feel? That’s where the magic happens. It’s not about making your audience ponder—it's about making them experience. It’s about making your brand the emotional shorthand for something bigger. 

Next time you’re working on your brand, ask yourself: am I making them feel something?

Because in the end, it’s not what your audience thinks about your brand that counts—it’s what they feel.

So, next time you’re working on your brand, think about this: are you making people feel something?

In the end, it's not about what folks think of your brand. It's about how they feel about it.

The ideas that really take off are the ones that get people as excited as you are. But it’s not just the idea itself; it’s all about the story you tell and how you share it.

Have you noticed how awesome 20-year-old content creators on Instagram, YouTube, and LinkedIn are at this? They take a regular story and tell it in a way that totally connects with us.

Wouldn’t it be cool to sit in a classroom and learn from them?

Well, it’s actually happening at DNA School from October 12-14! The top content creators will be on stage as teachers, and founders and solopreneurs like us get to learn from them for three whole days. It's at IIT Madras Research Park.

I’ll be one of the professors too, teaching about newsletters and how to use them to boost your business. If you’re interested, fill out this form to apply. There’s an application process, though. - Click here

Oh, and if you want to know more, check out this podcast. Deepak talks about the school, its origins, and how everything works with Sriram Selvan. - Watch it here.