We’re drowning in choices.
Every day, people scroll past thousands of brand messages—ads, posts, emails, videos—all competing for attention.
And what happens? Most of it gets ignored.
Because in a world overflowing with content, people don’t need more information—they need meaning.
They trust gut feelings over data.
They follow emotion over logic.
They crave clarity, identity, and control over their decisions.
So, if you’re a creator, entrepreneur, or brand builder, the question isn’t just:
“How do I get noticed?”
The real question is:
“How do I make people care?”
The brands that rise above the noise do three things exceptionally well:
- They create emotional connections through aesthetics.
- They help people express who they are.
- They give people control over their experience.
1. Aesthetics: Make Them Feel Something
“The enjoyment we get from something derives from what we think that thing is.”
—Paul Bloom, How Pleasure Works
Looks, feel, pleasurable experiences–these are on a spectrum. Successful products and services fall on both ends of this spectrum, but where they fall isn’t an accident, it’s intentional:
- A $300 fountain pen feels luxurious, while a $2 Bic pen also gets the job done of writing things down.
- Boutique hotels feel “curated” and special, while chain hotels often feel generic.
- Handmade pottery feels personal, while mass-produced dishware feels replaceable.
That’s aesthetics at work.
Aesthetics shape first impressions. They tell a story before a single word is spoken.
They make people stop, feel, and trust.
How to Apply This:
- Curate your brand’s visual identity—colors, fonts, and design should reflect the emotions you want people to associate with you.
- Create sensory experiences—texture, sound, and movement can set you apart (think of the satisfying “click” of a high-end camera shutter).
- Make packaging and presentation intentional—whether digital or physical, every touchpoint should reinforce your brand’s essence.
If your brand doesn’t look, sound, or feel distinct, people won’t stop to listen.
2. Identity: The Story People Tell Themselves
“Brands help people tell the world—and themselves—who they are and where they belong.”
—Kevin Drawbaugh, Brands in the Balance
People don’t just buy things. They buy symbols of who they are.
- A CrossFit gym isn’t just about fitness—it’s about proving dedication and toughness.
- A thrifted wardrobe isn’t just about fashion—it’s about sustainability and individuality.
- A subscription to The New Yorker isn’t just about news—it’s about intellectual status.
People choose brands that align with their identity and values.
How to Apply This:
- Clarify what your brand stands for. What do people feel when they use your product or service?
- Speak to a specific audience identity. Not “this is for everyone” but “this is for people like you.”
- Use storytelling to reinforce transformation. Your brand isn’t just about what it sells—it’s about who your audience becomes when they use it.
When people wear, use, or share your brand, it should feel like an extension of who they are.
3. Control: Give People Power Over Their World
“A key component of happiness is a sense of control over your life.”
—Gretchen Rubin, The Happiness Project
People don’t just want more products—they want more power over their choices, experiences, and lives.
That’s why brands that offer flexibility, customization, and control win.
- Duolingo lets you learn a language at your own pace, on your terms.
- Glossier built its beauty brand by letting customers co-create products.
- Etsy gives artists the ability to sell their work without a gatekeeper.
When people feel ownership over their experience, they become more loyal and invested in a brand.
How to Apply This:
- Use friction appropriately. Make it effortless for people to engage with your brand where possible, but apply friction purposely, to drive “enrollment”–some items are free to download or sample, others cost money. Some items are limited in stock or running out. Some things are collectibles, only for “real fans”.
- Give people options. Customization, flexible pricing models, and adaptability build trust.
- Use technology to track progress, display rankings, and anticipate needs. Automate helpful nudges (think: a reminder before a subscription renews), let customers know when they’ve reached certain meaningful milestones, make it clear how they can reach you with questions.
The more control people feel, the more they trust your brand.
Desires And Beliefs
“You generally believe your impressions and act on your desires.”
—Daniel Kahneman, Thinking Fast & Slow
Building a brand that thrives in today’s world isn’t about shouting louder.
It’s about tapping into how people think, feel, and behave.
- Aesthetics create instant emotional connection.
- Identity helps people express who they are.
- Control makes them feel empowered.
“The winner is the chef who takes the same ingredients as everybody else and produces the best results.”
—Edward de Bono
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