Hollyhock presenter, Ivellisse Morales


Ivellisse Morales

Shine Bright: The Art & Science of Heart-Centered Branding

Branding is more than just a logo, a flashy marketing campaign or slick graphic design. Branding, primarily, is about feelings, meaning-making and relationship-building. Great branding is memorable.

Your favorite brands make you feel. Feelings come from the heart. Think about the feeling you get unpacking a box from your favorite brand or the warm welcome by a friendly face at your favorite local restaurant. You feel love, acknowledgement, cared for, listened to, special, belonging. You feel great and because you feel great, your brain makes a positive association. This positive association helps build brand loyalty and lays the groundwork for customer satisfaction and success.

This is why branding is both an art and a science. It’s the intersection of data, design and delight. Data is needed to stay customer-centric, strategic and results-oriented. Design is needed to explore and experiment with the number of strategies and tactics to make a positive impression. Delight is the human and heart-centeredness in it all.

In this workshop, you will gain a deeper understanding of the art and science of heart-centered branding. We will explore how psychology, neuroscience, data and art all interplay as we intentionally build and manage brands. You will walk away with practical ways to start infusing more meaning into how you treat your staff, customers, vendors and community.