We are all searching for it

We are all searching for it

You do it, your friends and colleagues are doing it. We all search for good feelings and emotional meaningfulness. Things, content, and actions that make us feel good. Emotions lead to actions that make us grow as humans. All our activities are centered around, making us “feel” better. Not only the essentials like ingesting food and water. But also the great feeling we get, when we help others, unconditional, to make a positive difference for others and do something for a higher purpose than our selves. Do something good for others. Life is all about feeling good.

Untranslatable Emotions

But during life, we all experience emotions and situations that we have difficulties in expressing, difficult to understand, and put into words.

In our endless search for feeling good, understood, and recognized as humans, we are attracted to brands, people, music, and films that make us resonate and feel better. We love content that resonates with our emotional state and helps us interpret our life and emotions that we have difficulties in expressing and understanding.

In this exciting article about untranslatable emotions – Lisa Feldman Barrett at Northeastern University, says that our abilities to identify and label our emotions can have far-reaching effects.

“certain people use different emotion words interchangeably, while others are highly precise in their descriptions. “Some people use words like anxious, afraid, angry, disgusted to refer to a general affective state of feeling bad,” she explains. “ For them, they are synonyms, whereas, for other people, they are distinctive feelings with distinctive actions associated with them.” This is called “emotion granularity”.

the better emotional vocabulary we have to describe our state of mind, feelings, the better we can understand our selves and cope with our lives.

Emotions Matter – Create Meaningful Emotional Customer Journeys

I believe that the mindset “emotion granularity” applies to brands, marketing, and communication as well. The richer meaningful emotional connection we can create, that resonates with our customers and make them feel good, the more relevant and effective our communication will be. Forrester concludes that if you give your customers a positive emotional experience, they are more likely to buy from you again, to buy more from your business, and to recommend your products and services to a friend (Like Disney World). If you provide a negative emotional experience, they’re more likely to leave you for someone else.

So how do you create emotional communication? Sound and music are the languages of our soul. Music reflects people’s reality, it is a cultural connector that connects people global communities. Music is significant and influential. Which makes it very interesting – and useful – to brands.

Brands that dare to use the power of emotions and music to create an emotional, meaningful customer journey will naturally attract us by drawing our attention to fleeting sensations in our never-ending search for feeling good. 

In a digital world there is only two senses: hearing and seeing. So are you using the full emotional bandwidth by using music strategically and emotionally in your communication? Have you mapped your Customer Emotional Journey in terms of what sensations and emotions you want your audience to feel when they listen to you? Have you identified and described your brand identity in terms of music, so you know where and how to use music to substantiate the desired feeling – and when to be silent? 

So where and how do we grow from here

It comes down to our willingness to recognize our selves, brands, and customers as emotional beings. Making more Emotion-2-Emotion communication and meaningful emotional customer experiences. We all consist of feelings created by frequencies and are unconsciously attracted to content that makes us feel good. We are humans, searching for connectivity, real compassion, authentic relationships, and a conversation for the shift of consciousness to a more meaningful life.

We do not remember noisy and numb content. Only bold, meaningful, and emotionally engaging content and music that makes us feel good can achieve this.

So feel a little bit more. Look into your Customer Journey, add an emotional layer, and contemplate on what emotional vital moments and feelings you are creating in each touchpoint. Try to listen to the words, sounds, and music your brand uses, feel it, and then ask yourself:

  • What emotions (if any) do you create in this brand touchpoint?
  • Does the music substantiate the desired feeling you want to leave the audience with?
  • Do you know what, where, and how to use music and sound deliberately to create more effective communication?

If not, perhaps you are just creating more noise.

NB. This blog was created while listening to emotional music by Ólafur Arnalds