How Emotional Analysis Helps Brands Emerge and Accelerate Performance: The Kerundas Use Case

In an environment where companies produce more content, launch new offers and multiply their touchpoints, visibility alone is no longer enough. To stand out sustainably, a brand needs to be understood, recognised and capable of building a consistent emotional connection with its audiences.

This is precisely what emotional analysis can provide. It goes beyond quantitative data to understand what customers truly feel, what captures their attention, what builds trust, and what may prevent them from engaging or taking action.

Emoticonnect’s work with Kerundas illustrates how these insights can inform a comprehensive strategy—from brand positioning to operational communication, media relations, strategic partnerships and the development of new customer touchpoints.

Kerundas: Bringing a Distinctive Brand Identity to Life

Kerundas is a French brand with a deeply sensory, emotional and artisanal identity. From the early stages of the project in 2025, the challenge was not simply to showcase its products or build an online presence.

The objective was to create a brand territory capable of conveying a story, values and an experience, while helping the company connect with its future customers.

Several key questions guided the process:

• Which emotions should the brand evoke?

• What can generate attachment and trust?

• How can its identity be translated into clear and distinctive messages?

• Which partners, environments and visibility opportunities are genuinely aligned with its positioning?

• How can this emotional identity be transformed into concrete, performance-driven actions?

  
  

The ambition was to build an immediately recognisable brand without separating its emotional character from its business objectives.

Understanding Emotions to Build a More Relevant Strategy

Traditional marketing methods provide valuable insights into customer profiles, purchasing behaviour, engagement rates and digital journeys. However, these metrics do not always explain why someone connects with a brand, hesitates, disengages or decides to recommend it.

Emotional analysis provides an additional layer of understanding.

It can help identify:

• The dominant emotions associated with a brand;

• Explicit expectations and weaker, less visible signals;

• The elements that generate curiosity, trust or identification;

• Emotional barriers that may limit understanding or conversion;

• The values and messages that resonate most strongly with target audiences;

• Potential gaps between the brand’s intentions and its customers’ perceptions.

  
  

These insights are not an end in themselves. Their value lies in their ability to support strategic and operational decisions.

From Emotional Insights to Brand Positioning

For Kerundas, this work supported the progressive development of its positioning and brand expression.

A brand identity is not defined solely by a logo, colour palette or editorial guidelines. It is shaped by the emotions generated through every message, product, partnership and experience.

Understanding this emotional dimension helped inform:

• The brand’s communication territory;

• Its key messages and tone of voice;

• Its storytelling;

• Content across digital channels;

• The way its products and their stories were presented;

• The topics most likely to attract media attention;

• The selection of partnerships aligned with the Kerundas universe.

  
  

The objective was to create consistency between what the brand is, what it communicates and what its audiences feel when they encounter it.

Turning Emotions into Operational Actions

Emotional analysis only delivers value when it leads to tangible decisions.

In the Kerundas use case, it formed part of a wider operational communication and digital marketing strategy. The work therefore extended beyond recommendations to support their implementation over time.

Creating Consistent Communication

Kerundas’ editorial strategy was developed to communicate its distinctive universe while supporting the brand’s visibility and growth objectives.

Each piece of content needed to serve several purposes: introduce the brand, make its identity easy to understand, highlight its expertise and progressively build a relationship with its audiences.

Emotional analysis makes it possible to move beyond purely descriptive communication. Instead of simply explaining what a brand offers, communication can express what its universe allows people to experience, feel and share.

Strengthening Media Visibility

Kerundas’ first media features marked an important milestone in the brand’s development.

To capture journalists’ attention, a company must offer a clear, authentic and meaningful story. Identifying the brand’s most distinctive emotional dimensions helped shape more relevant editorial angles and communicate its uniqueness more effectively.

Media relations then become a natural extension of the brand’s positioning, rather than an isolated attempt to gain visibility.

Developing Meaningful Partnerships

The collaboration initiated with French company Bertaud Senteurs is another example of this approach in action.

A successful brand collaboration should not be based solely on the commercial complementarity of two offers. It should also reveal a shared set of values, emotions and brand territories.

This consistency strengthens the credibility of the partnership, enriches the customer experience and creates a shared story that both organisations can communicate naturally.

Extending the Brand from Digital to Physical

The opening of the Kerundas boutique in La Baule represents another major step: translating the brand’s universe into a physical environment.

This is particularly important for a sensory brand. The store becomes an emotional touchpoint in its own right. Customers can discover the products while also experiencing the atmosphere, meeting the team and developing a more immersive relationship with the brand.

Emotional analysis helps maintain consistency between the brand’s digital communication and the experience delivered in store.

Supporting Performance at Every Stage of Growth

Performance is not limited to immediate conversion. It develops through several complementary dimensions:

• A clearer and more recognisable identity;

• Stronger differentiation;

• More relevant messages;

• Greater consistency across communications;

• Increased customer trust;

• A stronger ability to generate engagement;

• More meaningful partnerships;

• A seamless experience across physical and digital touchpoints.

  
  

For an emerging company, this approach helps prioritise available resources and focus efforts on the messages, channels and actions that will be most relevant to its audiences.

For an established organisation, it can reveal misunderstandings, pain points and emerging expectations that may affect future performance.

Measure, Understand and Activate

At Emoticonnect, we believe emotional analysis should be integrated into a three-stage process.

1. Measure

The first stage involves analysing available data, including customer feedback, surveys, reviews, conversations, content and interactions from different channels.

The objective is to identify the emotions being expressed, their intensity, their context and the topics with which they are associated.

2. Understand

The results are then interpreted to uncover expectations, motivations, barriers and weak signals.

This stage moves beyond observation—such as identifying a positive or negative emotion—to understand what causes it and how it may influence perception or behaviour.

3. Activate

Finally, the findings are translated into operational recommendations for brand positioning, content, customer journeys, experiences, communication, digital strategy, offers and partnerships.

This final stage transforms emotion into a genuine driver of decision-making and performance.

Emotion as a Strategic Business Tool

The Kerundas use case shows that emotional analysis is not limited to companies with large volumes of data or an already established market presence.

It can be used from the earliest stages of a project to define what makes a brand distinctive, build a consistent relationship with its audiences and support better-informed decisions.

From the beginning of the project in 2025 to Kerundas’ first media features, the opening of its La Baule boutique and the development of partnerships with French companies, this journey demonstrates the connection between emotional understanding and operational execution.

Working with emotions is not simply about detecting them. It means understanding what they reveal, turning those insights into action and using them to build more relevant, human and sustainable performance.

Would you like to better understand the emotions, expectations and barriers that influence how your organisation is perceived?

Emoticonnect helps companies analyse their data and transform emotional insights into practical recommendations to strengthen their positioning, communication, customer experience and overall performance.