Tone, Look & FEEL

Managing the daily noise is often misinterpreted as leading teams.

Have you ever been at a job where your boss or superiors tell you “this isn’t about feeling”? Or, don’t “lead with your feelings”?

Listen, I understand. I’ve been in your seat.

Here’s the challenge though, brand is all feeling. Business might be filled with black and white feelingless decisions, but brand is about people. And people feel. Sometimes even before they think!

The expectation of leading brand builders, marketers and/or creative types without feeling is misguided. It’s trying to suppress the energy that moves these people because it’s what moves all people.

If you pressed this headline looking for a classic way to build brands or make campaigns, I’m sorry. (This isn’t about building brands, but we have plenty of material around the subject.)

This is about leadership. About feeling. The most important part, in my opinion, of any branding strategy and creative system.

Business Infrastructure v. Business of Creating

To get in business or upkeep a business, it truly is mostly about infrastructure. Black and white. Zeroes and ones. Processes of getting from point A to point B. It can be monotonous, boring or even amazing for some people who thrive in this environment. (Congrats, if that’s you. I’m genuinely envious of your ability to thrive on this side of business.)

This is why strategy is so important in business. Ann Latham, author and Forbes contributor, defines strategy as “a framework for making decisions about how you will play the game of business,” not just a plan.

Getting from A to B is important in daily plans and people management, but strategy is what keeps you in business. The game of being in business is never going out of business. An “infinite game,” as Simon Sinek often professes.

However, zeroes and ones aren’t as effective in moving creative types. People need purpose to move towards a single mission. And, to pursue purpose, they need inspiration and emotion, which is all rooted in feeling.

In order for leaders to create strategies, campaign creative systems, or full-blown brand platforms that connect and move consumers, they need to get their creators, strategists, etc. to believe themselves.

Believing in a purposeful cause will be the fuel that helps teams align and develop meaningful solutions based on real insight. And work built from true insight is historically more impactful and successful. (Creatively and financially.)

Top examples of these patterns are: Nike’s “Tech for athletes” strategy and “Just do it” messaging platform. Apple’s “Creative tools for creative minds” strategy and “Think different” platform. And, most recently, Dollar Shave Club’s “Make the shaving process more affordable and fun” strategy and “Shave Time. Shave money.” platform.

All of these companies have had their highs and lows, but they are masters at taking hard looks at themselves and snapping back to their core purpose. Of being places where people want to be part of their culture, as well as profitable businesses.

This is a direct reflection of leadership.

Not just managing a business, but forming a true North Star for their people and guiding their feelings towards great work that lead to profits.

As a leader, you have the ability to become the bridge from zeroes and ones and raw emotions. And create a culture people believe in.

Why This Matters

Notice how all of these companies have had different versions of their “tone” and “look.” Every campaign different. Sometimes funny. Sometimes intense. Yet every decade as fresh as the last.

What is often not seen, but it’s 100 percent there, is how these brands make you feel.

So, if you’re reading this and thinking, “I’ve totally tried to remove feeling from my people.” Be kind to yourself. You’re part of a business system designed to lead as always, which is not leading at all. Simply manage.

Managing the daily noise is often misinterpreted as leading teams. (Make the noise go away.) Silence over leadership — that’s how the system was designed. Keep the plant running. Make sure the wheels are turning with minimum distractions.

Whether we realize it or not, the factory-model days are gone. Culture is shifting faster than ever before. Just know you can influence the environment you’re managing. (It’s being done all over the world. Successfully.)

Embrace feeling in your business. Lead with purpose. Lead with feeling.