Different Values

Whaaaaa!

I’m back! After three weeks of stable Namibian weather, we are back in meteorologically dramatic Belgium (too hot, too wet, too whatever...) Completely recharged and with a new business idea (which I will tell you about in a couple of weeks).

Here is one of the million pictures I took. I have a couple more (not over-exaggerating) on my Instagram. You can follow me, but my profile is closed though, this is to protect my teenage kids from their nosy friends. Don’t ask.

I really, really missed you guys!

➡️ Branding Donkeys: I finally know!

I can write pages about all the benefits of a long vacation, but the most relevant for this newsletter is that I finally got the headspace to think about what I’ve actually been doing here for weeks. People constantly ask me: how’s work? And then, in the same breath, they ask: what do you actually do? And that, my friends, is always a tricky question. Because I do a lot. But now I know what I am loving the most!

Hear me out.
I describe myself best as a brand strategist who helps you with your product narrative. Huh, what? Well, the diagram below will make it clear.

Most brands understand their product's position or ‘rational value’ - why their product exists and how it's perceived. For example, a car might be known for its fuel efficiency, safety features, or innovative technology, which are practical reasons people buy it.

However, fewer brands understand their ‘emotional value’ - what they stand for. Take Tesla, for instance. Beyond the rational value of electric cars (eco-friendliness, cost savings on fuel, advanced technology), Tesla represents innovation, sustainability, and a vision of the future. This emotional value connects with customers on a deeper level, making them feel like part of a movement towards a better, more sustainable world.

It’s this search for emotional appeal where I excel.
I help brands uncover what they truly stand for, ‘humanize’ them, creating a strong emotional connection with their audience that transcends the practical benefits of their product.

Understanding both the rational and emotional value of your brand is crucial because it forms the foundation of all your communication efforts. This clarity ensures that every message on social media, every briefing to creators, and every discussion within your team is aligned and consistent. When everyone is on the same page about what your brand stands for, your communication becomes more powerful and cohesive.

Voila, time to finally build my personal website. So when people ask, "What do you do?" I can just share the link!

➡️ Branding: emotions in graphics

I may be strong with words, but I really admire people who can do the same with graphics. (The combination is, of course, fireworks!) Just look at the Russian 'Blue Cat' brand, the only milk brand more viral than Oatly!

First of all, why do I have a brand with a donkey? Cats are so much popular and thus easier to like. This is a note to myself: make brand with cat.

Aside from the fact that people love cute cats, there’s a broader psychological principle at play here: Gestalt psychology. Our brains naturally organize visual information into patterns and wholes, rather than individual components. What a great idea for designers to play with! (Surely the effect also depends on the ability of the shelf stacker to appreciate the design and placement :-)

➡️ Random life advice

➡️ Creator Hack: Dupe Photos

Lately, I've been helping people a lot with their social media strategy. This often leads to the question: where can I find stock images that don’t look like stock images? That’s how I found Dupe - their tagline: "The place for royalty-free imagery that you actually want to use." I love the idea and I love the brand ‘Dupe’. Their tone of voice really resonates with me. Go have a look, upload, download, or just enjoy the refreshing brand ID and storytelling. I’m a fan!

➡️ To Read: newsletter friends

Like I already mentioned, I spent three weeks in Africa with my family. Normally, holidays are the perfect setting to devour lots of books. This time, I didn’t read any. Well, okay, one, it was a fluffy novel that I read in my tent before sunrise. But apart from that, my time went to watching nature and what they call bush TV - just watching the flames of the cozy fire.

Of course, I have read tons of emails since coming back, but more important: a few fun new (in Dutch) newsletters in the lifestyle area (still holidays for a lot of you) that I don’t want to keep from you.

For instance, there’s the brand-new newsletter from Erika: my ex-colleague at Maison Slash. She recently has started a webshop with (peri)menopause items: Menofest. For all the women who know what I’m talking about, sign up. Because Erika is funny! I'm also proud of her, because she keeps reinventing herself. Nice!

Another ex-colleague, this time from VRT, is Griet. She has also started a super fun newsletter with cultural outings. Again, a very nice tone of voice and interesting tips! Griet is also available to organize and plan your weekend getaways. You can subscribe here.

It’s so inspiring to see how everyone is building their brand and becoming entrepreneurs!

OMG is this already the end of this first newsletter after my holiday break?!
See you next week!

X Ingrid