What the Biggest Brands Make You Feel—Before They Mention a Product

WRITTEN BY Tim Lewis ON 06.25.25

And What Small to Mid-Sized Businesses Can Learn

Think about your favorite commercial. Now think about how it made you feel. Chances are, it didn’t start with a product demo. It started with a vibe.

Before Nike shows you a shoe, they show you grit.
Before Apple shows you a phone, they show you possibility.
Before Dove shows you soap, they show you self-acceptance.

The biggest brands in the world are masterful at this:
They sell a feeling before they ever sell a feature.

It’s Not Magic, It’s Marketing Psychology

Humans make decisions emotionally, then justify them logically.
That’s why great brands anchor their message in emotion before details.

Big brands spend millions crafting that emotional connection—but small businesses can do it too. You just don’t need a Super Bowl ad to get there.

So What Can a Small Business Do?

Here’s how you can apply the “feeling first” strategy without the Madison Avenue budget:

1. Start With Why, Not What

Don’t lead with what you sell. Lead with why it matters.
Example: Instead of “We produce corporate videos,” try “We help organizations tell stories that move people to act.”

2. Use Real People, Real Moments

Authenticity beats gloss.
Capture the people behind your business. Highlight customer stories. Show the impact, not just the item.

3. Match the Emotion to Your Brand

What do you want people to feel when they think of your business?
Trust? Joy? Confidence? Relief?
Build your content—especially your videos—around that emotion.

4. Design for Emotion, Too

Visuals, music, pacing—all of it creates emotional cues.
You don’t need big effects. You need intentionality.

Why It Works

If your audience feels something, they’ll remember you.
If they remember you, they’ll trust you.
And trust—especially for small businesses—is the secret ingredient to growth.

Want Help Finding Your Brand’s Feel?

At Mastcom, we specialize in helping organizations tell emotionally resonant stories through video. We’re not just filming what you do—we’re capturing what it means.

Let’s make your audience feel something.