Anger that is uncontained is a sign of not being present in the moment, and, therefore, being unable to manage our emotions . However, when used appropriately, anger can be harnessed to muster the courage to speak out against something we disagree with or to defend ourselves when being attacked.
I’m not espousing being angry at all times, nor lashing out at others, or hating on yourself, but if we use our intuition to recognise that a situation or person is causing us anger, then we can investigate what it is about that person/situation making us angry. If we are aware of what is making us angry, we can use that as a learning opportunity to uncover hidden feelings (guilt, grief, helplessness, disappointment, feeling trapped) or fears.
You can read more about anger and anger management from a psychological perspective on MentalHelp.net
My point is, understanding Anger or Tension helps recognise that an issue or misalignment exists, moves us to define a problem and seek a creative solution to it, and this practice applies as much to brands as to people.
What is Your Brand Angry about?
From a communication or brand planning perspective, strong brands usually stand for something. They have a sense of purpose which creates a sense of community and common interest around the brand.
Another way I like to look at it, strong brands have identified an ‘enemy’ or something that makes them ‘angry’ and they address this with their product or service or communication campaign. For example:
Nike, ‘Just Do It,’ is against procrastination.
Ikea, ‘A better everyday life for the many people,’ is against hierarchy.
Patagonia, ‘If it’s broke, fix it! is against consumption that negatively impacts the earth.
Next time you’re thinking about your company purpose, or your next creative brief, start by thinking about answers to the following questions:
- What is your brand angry about?
- What problem does your brand find annoying that it aims to solve?
- Who / What is your enemy? And how can you speak out against it?
By defining your purpose this way, you ensure that your brand is of value and service to your users and community by solving existing probelms. And ultimately, this is what defines a strong brand.