How good brands feel - and bad ones only explain themselves.
Hey Brand fan,
"Our USP is very clear."
Cool. But can you feel it?
A strong argument is worth nothing if your branding remains cold.
👉 If the images don't evoke a feeling.
👉 If the typography doesn't match.
👉 If your language sounds like a product description.
Because our brain makes emotional decisions - and then justifies them logically. If your look doesn't trigger anything, even the best brand strategy looks like PowerPoint.
💡 Where things often go wrong
A self-care product with cool tech writing?
A natural food product with a sterilely illuminated product shot?
A "promise of pleasure" with bullet points?
It's like candlelight with ceiling lighting:
Technically correct.
Emotionally: dead.
✨ Examples that do it better
🍦 Lick Paint (UK)
Selling wall paint - but the brand identity feels like interior love in tube form. Super soft visuals, reduced language.
No DIY store flair. But a sense of design. Particularly important when it comes to a homely feeling.
🪑 Hem
Furniture brand from Stockholm. The website looks like a magazine - clean, editorial, calm. "Easy to assemble" is nowhere to be found. But you can see it. You feel it.
☕ April Coffee Roasters (Copenhagen)
Coffee like a ritual. The packaging? Zen meets Scandi.
No "100 % Arabica, fairly produced" - but a quiet, harmonious design that creates trust and shows that a high value is placed on quality here.
💥 What you can take away from this
👉 Your USP isn't wrong - it's just packaged incorrectly.
👉 Typography, imagery, tonality: they reinforce or sabotage your brand message.
👉 If your branding is coherent, it immediately feels right - even without explanation.
👉 People make decisions based on emotion - so consciously incorporate exactly that.
💬 Questions for you
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Do people have to understand your brand first - or can they feel it?
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Does your design speak the same language as your text?
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Can you see your "Why" - or do you have to read it somewhere?
🏁 Conclusion
A USP can be strong.
But if the branding doesn't match, it will never catch on.
Strong brands have an emotional impact.
Even before you have read what they do.
And as always - if you have any questions - please get in touch @chantalle@boredbrands.studio
See you next week - stay clear, stay emotional, stay you.
Chantalle
