The brand identity is the critical first-step of interfacing with those people you most want to make happy. This identity must not only attract attention and present a convincing case for your product, service or mission, it must also stimulate recognition among your customers or members, triggering deep-seated emotion markers and associations within the brain that allay concerns and stimulate good feelings. Without a good sense of the dominant emotion markers and how to manage them effectively, a brand is less likely to present an identity that is easily recognizable, which means the brand will perform marginally or, sadly, not at all :-( emoticom designs brand identities and builds brand recognition utilizing the four "arousal modes" which most closely simulate real human communication: perceptual semantic affective physical = = = = graphic design narrative, story emotional content events or 'touch points'