There is a certain magic to this time of year. We are reminded of the importance of connection, sharing, and gratitude. And that joy and sense of wonder we had as kids.

It’s easy to dismiss this joy and wonder as a once-a-year thing. But they are intrinsic human needs—fundamental desires to experience life with a sense of enchantment and delight. 

The lesson for your brand

We are all drawn to that joy and wonder. We seek out experiences that spark our imaginations. That transport us to a place of wonder and awe. Brands should take note. And understand the bigger opportunity.

Sure, it’s good to send out holiday wishes to clients and prospects. But what if your brand could embrace joy and wonder as key tenants of how you communicate all year long? Think about the power of stirring those emotions in all those you hope to serve.

Why it is important

Joy and wonder are potent emotions that can significantly impact our well-being. Experiencing joy can reduce stress and anxiety. Studies have shown that it lowers cortisol levels (the stress hormone) while increasing dopamine levels (the "feel-good" neurotransmitter). 

When experiencing joy and wonder, our minds are more open and receptive to new ideas and perspectives. This heightened state of mind boosts creativity and innovation. 

Furthermore, sharing moments of joy and wonder with others strengthens social bonds and fosters a sense of community. 

Finally, cultivating a sense of joy and wonder could help those we hope to serve increase their resilience by developing a more positive outlook on life and helping them better cope with challenges.

How to infuse it into your brand messaging

The first step is to understand what your brand does that helps your prospect work toward her or his idealized self. This is deeper than lightweight benefits like ‘saving time’ or even ‘saving money’. It is understanding your brand's role in helping them become what they aspire to be. Once you identify this, there are a number of ways to use joy and a sense of wonder to help your brand serve their more profound desires:

• Highlight the deeper impact of your products or services: Focus on how your offerings can enhance people's lives, bringing them joy and making a positive difference in the world. For example, a travel company could highlight the transformative power of travel and how it can broaden horizons and impart a sense of awe.

• Tell stories that inspire: Share stories of overcoming adversity, achieving dreams, and finding wonder in everyday moments. These stories can resonate with your audience and encourage them to believe in the possibility of what they can become.

• Use uplifting language and imagery: Choose words and visuals that evoke feelings of happiness, excitement, and wonder. Think of how these can amplify the joy of human connection.

• Partner with organizations that share your values: Collaborate with charities or non-profit organizations that align with the difference your brand hopes to make for those you serve. By aligning your brand with these organizations, you can demonstrate your commitment to making a difference and inspire your audience to do the same.

• Encourage acts of kindness: Promote acts of kindness and generosity among your customers and employees. This could include encouraging them to volunteer their time, donate to charity, or simply be kind to others in their daily lives.

Of course, authenticity is crucial in all of this. Don't try to force it or be something you're not. Instead, focus on what truly makes your brand unique and indispensable to the people you hope to serve. Then, find ways to connect with them emotionally.

Your brand can be an ambassador of joy and wonder. Be that force for good. Find those ways to weave it into your brand message. It could amplify that positive connection you have with those you hope to serve. It could inspire them to embrace an irresistible positivity. And it could help you build a community of hope and optimism led by your brand.