The three brand feelings that make everything else easier
For founders who want consistency without losing authenticity.
There’s a point in every brand process where things get muddy.
You’re choosing colors, writing bios, designing a homepage, and suddenly everything feels disconnected. Like each decision belongs to a different brand.
That usually means one thing:
You haven’t decided how your brand should feel across every touchpoint.
This post is about how to fix that, with three small but powerful choices.
You don’t need 100 adjectives.
You need three anchor feelings that guide everything you do.
They are:
Voice – What do you sound like?
Feeling – How do people feel when they interact with your brand?
Impact – What change do they experience after working with you?
When these are clear, your copy gets sharper.
Your design gets easier.
Your presence feels cohesive, even as you grow or evolve.
1. Voice → How you sound when you show up
This is the emotional tone in your emails, your captions, your website.
Ask yourself:
Do I speak more like a mentor, a peer, or a guide?
Is my tone warm, bold, playful, wise, poetic?
What words or phrases do I repeat without thinking?
Example:
Your brand might sound like:
→ “Let’s get honest.”
→ “You’re doing better than you think.”
→ “Here’s what I know for sure, and what I’m still figuring out.”
That’s not just copy. That’s identity.
2. Feeling → How others feel in your presence
What emotional tone do you want to create for them?
Ask:
What energy do I want people to leave with?
When someone lands on my page, what should they feel in the first five seconds?
What’s one word they’d use to describe the experience?
Example:
You might want your brand to feel:
Safe
Energizing
Surprising
Nurturing
Bold
Calm
Liberating
This affects everything, from your color palette to your email subject lines.
3. Impact → What happens after they engage with you
This is the shift.
Ask:
What becomes possible for them after working with me?
What’s different in their life, mindset, or results?
If they told a friend what changed, what would they say?
Example:
You help someone:
Speak more clearly about their value
Design a brand they finally feel proud of
Get unstuck and take the next step
Build something that reflects who they are becoming
This isn’t a feature list. It’s transformation in plain language.
Here's how this works together:
Voice: Grounded and warm
Feeling: Calm but confident
Impact: People walk away clear and focused
With that clarity, your brand doesn’t need to shout.
Your turn
Write these three lines for your brand:
We sound…
We want people to feel…
After working with us, they will…
These aren’t just words.
They’re your compass.
