In the race for innovation, growth, and market share, many brands forget a simple truth: customers don’t fall in love with complexity—they fall in love with clarity.
At the heart of every Cult Brand is a clear and consistent emotional experience. And one of the fastest ways to evaluate your brand’s connection with its customer is through three deceptively simple words: Look, Say, Feel.
🔍 Look:
Does your visual identity tell a compelling story before you say a word?
If your logo vanished, would customers still recognize you from your imagery, packaging, or website?
What story is your storefront, homepage, or ad layout telling your Brand Lover?
🗣 Say:
Are you speaking with your customer or at them?
Look at your headlines, email subject lines, product descriptions—do they express a real point of view, or are they interchangeable with your competitors?
Can your customer quote your brand back to you?
💓 Feel:
What emotional signature does your brand leave behind?
Are you designing your brand for utility or for resonance?
How do your customers feel after interacting with you—and does your team know?Most executives focus on strategy and operations. But perception is the soil that trust and loyalty grow from. If your brand doesn’t Look, Say, and Feel aligned with your customer’s internal world, you’re not building a brand—you’re managing a commodity.