Often times designers who build brandscapes and logo go through a process of what emotions they want the brand to evoke from the target market. With selecting the name, images, and colors for the brand you are already sending a message to the audience and playing on emotions whether you recognize that or not. In the same token the marketing messages and campaigns in which you are ready is following that same story, What emotions are you trying to evoke with the campaigns in which you are currently running? Are you trying to have them recognize their sympathetic side, sad, loving, etc…? Based on those emotions customers are more likely to stray away or draw closer to your brand which is why it is important that with every campaign and every marketing message you consider “What emotions are we trying to Evoke?”