Heart-Led Branding: How to Build a Business People Trust (and Keep Coming Back To)

In the words of Maya Angelou herself “ People will forget what you did, but people will never forget how you made them feel”.

Think about your last interaction with your favorite brand - how did that interaction make you feel? If you were given the option to write about the last email campaign your favorite brand sent you or how the last interaction with your favorite brand made you feel, which prompt would you feel more comfortable delivering? While I’m no Maya Angelou, I strongly believe that “ our feelings are our own, to own”. As the owners of our own feelings and personal identity, we often remember how things, people, places, and experiences make us feel.

This said, people may not remember your newsletter article from last month, the details of your winter campaign, your loyalty program offerings, etc - but people will remember how brands (and people) make them feel. This is why Heart-led marketing is a crucial strategy to implement in your marketing and customer care operations. 

So... what is Heart-led Marketing?

Heart-led Marketing is a marketing approach centered on authenticity, human connection, interpersonal connection, and genuine care. When it comes to acquiring new customers and retaining current customers, knowing when to lead with heart (empathy, emotion, connection) vs when to lead with head is essential. In this blog post, we will reflect on data-proven heart-led strategies that work. To do this, we will use one real-life examples of a brand that has successfully incorporated heart-led marketing and heart-led branding into their operations…

• Nike -  Nike is one of the largest multi-national corporations that designs, manufacturers, and markets athletic footwear, apparel, and more. Here are four way's Nike has mastered Heart-led branding... 

  • 1) Nike has developed a Heart-Led Identity - Nike has mastered heart-led marketing & branding with inclusive brand strategies and emotional connection. According to Nike’s website, Nike’s heart-led mission is to  “to bring inspiration and innovation to every athlete in the world. Nike’s inclusivity derives from the belief that every human being is an athlete, which is defined with intention on their website.

  • 2) Nike has mastered Heart-Led Branding - Nike’s infamous slogan, “Just Do It” is undoubtedly a mantra of empowerment. The signature slogan is more than marketing copy - it inspires individuals to push through resistance, fear, and doubt.

  • 3) Nike engages in Heart-Led Social Activism - Nike actively engages in cultural and social conversations, demonstrating a readiness to take a stand on important issues. Its bold campaign with Colin Kaepernick — “Believe in something. Even if it means sacrificing everything.” — sparked debate but ultimately solidified Nike’s identity as a brand that stands by its values.

  • 4) Nike is involved in Heart-Led Community Initiatives - Nike puts its principles into action through tangible initiatives like the N7 Fund, which supports Indigenous communities, and sustainability programs such as Reuse-A-Shoe and Nike Grind, which recycle materials to reduce environmental waste.

Why does this matter to their customers?

Now, if you are someone that is directly impacted by social injustices and climate change or you’re someone that adopts a self-motivation strategy when it comes to health/wellness, Nike’s heart-led initiatives may resonate with you in some way. Essentially, Nike positions their customer's to feel seen.

Nike has mastered leaving a long-lasting impression on millions of customers through their ongoing heart-led branding and marketing strategies. 

These same principles should be considered even for smaller companies. After all, when it comes to small business owners (including myself) the goal is to grow. In order to grow we must learn from the Brands (and people) who have mastered what it is we hope to achieve.

Here are three heart-led strategies you can takeaway when it comes to Nike’s approach…

1.  Lead with Purpose, Not Product - Nike doesn’t just sell shoes, it sells belief. The brand’s core message, “If you have a body, you are an athlete,” reframes its audience through empowerment, not demographics.

2. Align Action with Advocacy - Nike backs its words with real initiatives from the Colin Kaepernick campaign to programs like the N7 Fund and Nike Grind. They don’t just talk about impact; they operationalize it.

3. Tell Human Stories that Inspire Belief - Every Nike campaign centers people - their resilience, struggle, and triumph. Their storytelling turns everyday moments into emotional experiences.

At Peeples & Co., we help small business owners and teams develop powerful, human-centered brands that attract their ideal audiences and boost client loyalty. We combine strategy, creativity, and data-driven insights to help you break barriers and reach new heights. To learn more about our services, click here!

• Written by Keara Peeples on October, 9th 2025

  
  

Sources: Yanthan, N.. (n.d.). Nike Marketing Strategy - 7 Best Findings from Case Studies. https://www.sprintzeal.com/blog/nike-marketing-strategy

Brand Development Services for Small Business Owners

Branding for Small Business Owners

Business Marketing for Small Business Owners