Ever wondered why some brands create lasting emotional connections while others fade into the background? That’s the power of emotional storytelling in branding — a strategy that turns casual buyers into die-hard fans.

At Heels Make Deals, we know that authentic brand storytelling is what makes your brand unforgettable. Today, we’re diving into how Jacquemus masters emotional storytelling and how you can do the same. The French fashion brand doesn’t just sell clothes—it creates an entire world, filled with nostalgia, romance, and aesthetic perfection. And the best part? You don’t have to be in fashion to use these tactics. Whether you’re in beauty, hospitality, or SaaS, emotional storytelling can make your brand unforgettable.

Here’s how to build a brand that sparks obsession.

Why Emotional Storytelling for Brands Works (backed by science) 🔎

⭐ 95% of our purchasing decisions happen subconsciously (Harvard Business School). Stories speak to that emotional part of the brain.

⭐ Stories are 22x more memorable than facts alone (Stanford University). That’s why brand stories stick with us.

⭐ Emotionally connected customers have a 306% higher lifetime value (Motista). The stronger the bond, the stronger the loyalty.

👉If building deeper customer connections is on your radar, our blog on 5 Steps to Build Stronger Brand-Customer Relationships is packed with actionable insights.

📌 Sources

Harvard Business School studies on customers emotional connection with brands

Storytelling according to Stanford University

Motista Report on Leveraging the Value of Emotional Connection for Retailers

Jacquemus’ Emotional Storytelling Formula (and How to Apply It to Your Brand)

Jacquemus is a master of emotional storytelling. With sun-soaked campaigns, playful oversized props, and deeply personal stories, the brand sells more than clothes — it sells a feeling.

Here’s how you can apply their strategies to your own brand.

1. Build a Brand World People Emotionally Connect With

What Jacquemus Does: Every campaign evokes the Mediterranean summer — oversized straw hats, surreal landscapes, and sun-kissed nostalgia. Their dedication to brand storytelling through dreamy visuals that evoke powerful emotions. This immersive brand storytelling makes people crave the Jacquemus experience, not just the products.

How You Can Do It: Create an emotional world around your brand that people long to be a part of. Whether you’re in fashion, beauty, or hospitality, think beyond what you sell — what does your brand feel like? That emotional essence should flow through your messaging, visuals, and experiences.

🔎 Try this:

• Identify Your Brand’s Universe: What place, mood, or memory should your brand evoke? Is it empowering like a boardroom, calming like a spa, or bold like a fashion runway?
  
• Evoke Emotion Through Details: From your color palette to your packaging, every choice should reinforce the world you’re building.
  
• Think Big: What’s the story people will tell themselves when they experience your brand?

👉 Need more inspiration? Our recent article on 5 Branding Trends Redefining 2025highlights how leading brands are pushing storytelling boundaries this year.

2. Make Your Founder Story the Heart of Your Emotional Brand Narrative

What Jacquemus Does:
Founder Simon Porte Jacquemus adds his personal story into every collection — from his mother’s influence to childhood memories of Provence. This human touch creates emotional resonance.

How You Can Do It:

Your founder’s story is a goldmine for emotional storytelling in branding. Consumers connect with brands that are authentic and transparent. Your audience doesn’t just want to know what you sell; they want to know why you sell it. Share your founder’s journey, the challenges you’ve faced, and the moments that shaped your brand.

🔎 Try This:

• Whether you’re launching a fashion line, a beauty brand, or a hospitality business, sharing your “why” can enhance your brand storytelling and build customer loyalty.
  
• Add a “Founder’s Note” to your website or newsletter for personal reflections.
  
• Show the behind-the-scenes — people connect with people, not logos.
  

People connect with people, not empty pictures. Let them see the human side of your brand.

3. Craft Visual Campaigns That Spark Emotion

What Jacquemus Does:
From giant handbags on a beach to pastel cafés in Provence, Jacquemus creates unforgettable visual moments. Every campaign feels like a scene from a sunlit daydream, reinforcing the brand's signature world. This commitment to visual storytelling turns ordinary brand moments into viral sensations.

How You Can Do It:
Once your world is defined, use visuals to make it feel real. Campaigns, product shoots, and social media content are your stage — each image should pull your audience deeper into your brand’s narrative. Remember, people are drawn to stories, not just aesthetics.

🔎 Try This:

• Design with a Narrative: Every campaign should answer a question — what’s the story behind this image? Is it aspirational, playful, or intimate?
  
• Add a Signature Visual Style: Consistency builds recognition. Think of how Jacquemus’ signature warm tones and surreal elements define its identity.
  
• Create Share-Worthy Moments: Consider what would make people stop scrolling. Big, unexpected visuals spark curiosity and conversation.
  

🔎 For further insights on how visuals influence buying behavior, check out our blog on  The Power of Packaging Design 

4. Engage All Five Senses for a Multi-Sensory Emotional Brand Experience

• What Jacquemus Does: From cherry-shaped bags to branded cookies and butter at events, they turn their brand into a multi-sensory experience. You don’t just see Jacquemus — you taste, touch, and feel it.
• How You Can Do It: Think beyond the screen. How can people experience your brand in real life? Packaging, in-store experiences, events, even scents can evoke emotion.

🔎 Try This:

• Packaging that Pops: How does it feel to unbox your product? Think textures, scents, and personalized details.
• Sensory Events: If you host pop-ups or activations, lean into scent, sound, and taste to bring your brand to life.
• Unexpected Touchpoints: Could your next campaign include a limited-edition object, scent, or sound?

Ask yourself: How can I make my brand an experience people remember?

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Your Next Steps to Master Emotional Storytelling in Your Brand

To build a brand that sparks genuine connections, focus on emotional storytelling in branding. It’s not just a marketing tactic — it’s the heart of how you build brand loyalty.

1. Write down three core emotions you want people to feel when they think of your brand.
   
2. Audit your brand experience. From your website to your social channels — are those emotions clear?
   
3. Experiment with storytelling content — founder stories, behind-the-scenes peeks, or emotionally-driven campaigns.
   

Feeling inspired? Let’s make your brand one people can’t stop thinking about. And if you’re ready to go all in on emotional storytelling, we’ve got the playbook. You know where to find us. 💛