Engagement › Branding · 2 of 4
Brand Feeling
By RISE Business Framework · Created by Gary Harper and Brandon McCurdy · Reviewed
Brand feeling is the emotional response your company or product creates in its audience. It comes through visuals, messaging and every touchpoint. In RISE, you complete a 48-word exercise. You cross out 40 words, circle 5, then choose the one feeling your brand must evoke.
How RISE does it
- Brand feeling is the emotional landscape your business evokes in its audience.
- Identify key values and the associations you want around your brand.
- Build those values into every part of your brand identity.
- Use marketing channels to keep that message consistent and build trust and recognition.
Brand Feeling is one of four tools in Branding, part of the Engagement quadrant of the RISE Business Framework.
The RISE tool
Brand Feeling worksheet
Start with the 48-word grid below and work through three steps.
- 1Step one: Cross out the 40 words that least describe your brand.
- 2Step two: Of the remaining words, circle the 5 words that most describe your brand.
- 3Step three: Of the circled words, choose the one word that most describes your brand.
- 4Finish the line: The feeling my brand must evoke is: ____________
The 48 words: Daring, Enthusiastic, Flexible, Happy, Imaginative, Inventive, Light-Hearted, Mellow, Perky, Resilient, Stable, Creative, Active, Bold, Dedicated, Hard Working, Independent, Optimistic, Proud, Resourceful, Sharp, Thoughtful, Upbeat, Powerful, Confident, Dependable, Dynamic, Eager, Excited, Fun, Helpful, Motivated, Original, Pleasant, Skillful, Warm, Adventurous, Patient, Positive, Knowledgeable, Surprising, Sympathetic, Observant, Mature, Unique, Youthful, Clever, Aware.
“Your brand feeling isn't a mere afterthought. It's the emotional cornerstone of your brand.”Gary Harper
AI RISE Coach
Work through Brand Feeling with the AI RISE Coach
“Walk me through Brand Feeling in the RISE Business Framework and help me apply it to my business.”
Quick self-check
“We have a logo, brand guide, and consistent digital presence that keeps us top-of-mind with customers.”
Frequently asked questions
How do I figure out what feeling my brand should create?
Use a word-elimination exercise. RISE gives you 48 personality words. Cross out 40, circle the 5 that fit best, then pick the single word your brand must evoke.
Why does brand emotion matter?
RISE teaches that a brand is about invoking a specific emotion in your audience, not just a memorable logo or slogan. That emotional connection builds trust and recognition.
The other tools in Branding
- Brand AuditScore your brand's visuals, messaging, team alignment and advertising to see where it stands today.
- Brand GuideDocument your brand script, colors, typefaces and logo usage so everyone represents the brand the same way.
- Brand InsistenceGrow awareness, differentiation, value and emotional connection until customers seek you out first.
Related in another quadrant: Long-Term Vision
