5 Senses for Branding : Feel

Brands known for "feel" are not only brands we touch but brands that also make us feel. It may be a product but it can also be a service. Here are some examples:


Wrangler is a clothing brand known for the way it's clothes feel, comfortable. Anyone who owns a pair of Wrangler jeans will likely say this is the reason they bought them, not just for looks (unless you're a cowboy) but more so for comfort. Most of the brand's messaging centers on this promise. In the words of Brett Favre, "Wrangler. Real, comfortable, jeans."


Apple is most often applauded for the way its products look. However, every design is the result of aiming for a desired feeling. In their words from the recent WWDC, "…Designing something requires focus. The first thing we ask is: What do we want people to feel? Delight. Surprise. Love. Connection. Then we begin to craft around our intention. It takes time. There are a thousand no’s for every yes. We simplify, we perfect, we start over, until everything we touch enhances each life it touches. Only then do we sign our work: Designed by Apple in California."


Chicken biscuits aside, the most memorable offering of Chick-fil-A is its service. They elevate the fast-food industry at almost every touchpoint with first-class service. Whether it's bringing the food to your table when your hands are full, walking you to the car with an umbrella when it's raining or their most memorable sentiment of all, "My pleasure." I believe the Chick-fil-A brand is attractive not merely because of the way it tastes but because of how the brand honestly makes you feel as a customer.