How Negative Feelings Can Strengthen Your Brand's Story

In my book, Purposeful Performance, I emphasize the importance of avoiding negative experiences with our employees, customers, and community. However, there are moments when tapping into negative emotions can actually present opportunities to strengthen your brand.

Psychologists have identified several emotions that are the foundation for all other emotional experiences. These core emotions are universal, affecting people across cultures and societies. Although our goal is to minimize negative experiences, there are instances when eliciting certain negative feelings can strengthen our connection with our audience, enabling us to build more impactful relationships.

Here are some negative feelings:

Anger Sadness Anxiety Frustration Fear

Loneliness Guilt Drive Jealousy Disgust

Alarm Unsettled Grief Unnerved Impatient

Undermined Humiliation Insulted Suspicious

Homesickness Suffering Tension Troubled Hopeless

Let's look at two examples:

How Sadness Drives Behavior

Sadness is an emotion that arises from loss, disappointment, or unmet expectations. While it may seem counterintuitive to associate sadness with business success, this emotion evokes empathy and compassion—two powerful emotional connection drivers.

When people experience sadness, they often seek comfort, support, and understanding. Sadness allows businesses to connect with their audience deeper by acknowledging their struggles and offering solutions that address their needs. Brands that demonstrate empathy and comfort during difficult times can build strong emotional bonds with their customers.

Charitable organizations and social enterprises often use sadness to drive action. For example, the World Wildlife Fund (WWF) uses powerful imagery and storytelling to highlight the plight of endangered species, evoking sorrow and concern in its audience. This emotional appeal encourages people to donate, volunteer, or take action to support the cause.

Similarly, companies in the healthcare and wellness industries often use empathy-driven marketing to connect with their audience. Brands like Dove have built campaigns around self-acceptance and body positivity, addressing the sadness and insecurity many people feel about their appearance. By offering a message of support and encouragement, Dove has created a loyal customer base that resonates with its values.

Acknowledging your audience's challenges and struggles can build emotional connections. This connection can be made through storytelling, testimonials, or campaigns highlighting real-life experiences. When addressing sadness, your team should provide comfort and relief solutions. This can include products, services, or content that help customers overcome their challenges or improve their well-being.

How Anger Drives Behavior

Anger is an emotion that arises in response to perceived injustice, frustration, or wrongdoing. It is a powerful force that can motivate individuals to take action, seek change, and stand up for what they believe in. In business, anger can be harnessed to drive advocacy, activism, and customer loyalty.

When people experience anger, they are often driven to address the source of their frustration and seek justice or change. Anger can lead to boycotting a brand, advocating for a cause, or supporting businesses that align with their values. Brands that recognize and validate their audience's anger can build strong connections by positioning themselves as allies in the fight for change.

Many social justice and advocacy organizations tap into the emotion of anger to drive their campaigns. For example, environmental groups like Greenpeace use powerful imagery and messaging to highlight the destruction of natural habitats and the impact of climate change. By channeling their audience's anger towards environmental degradation, these organizations inspire action and support for their cause.

Use negative emotions judiciously, prioritizing the well-being of those you serve and ensuring alignment with their beliefs and values.