Entrepreneurs can be forgiven for thinking branding is too vague and imprecise to be relevant. Digital marketing gets tangible results, while appeal to customers “emotionally” is a lot harder to measure and see. In today’s episode, we make the emotional appeal of brands a little more practical. We take a deep dive into the neuroscience behind how people choose a brand when making a purchase, and how you can apply these insights to your branding in order to make sure they choose yours. There’s nothing you need to do in order to help your customers make an “emotional decision.” As you’ll see in today’s episode, all of our decisions are emotional. Instead, the trick is to make sure you’re creating the right emotional relevance with customers to make sure your brand is their consistent first choice.