As an entrepreneur, you must often focus on the measurable. If you cannot measure it, you often cannot justify it to your investors. Saying that your current marketing campaign feels right is a great way to lose an investor.
One of the few exceptions is your branding. There are intellectual elements to it, but that’s not all there is. How it feels matters to your customers. Even an intellectually convincing brand can fall flat if it doesn’t feel right to them. Here are a few emotional elements of branding you must be aware of.