Vibe Marketing: A Brave Call to Show Up Fully
There’s a famous Maya Angelou quote:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
People never forget how you made them feel. That principle runs deep in our personal lives. Think of your favorite person. We often remember the energy and feelings they gave off—their vibe—before anything else.
This same philosophy applies to brands.
What cements brand loyalty among all else is the emotional connection—the vibe. Vibe marketing zeroes in on the emotional core, creating an atmosphere around the brand rather than just selling products. It’s about turning customers into friends by curating experiences, visuals, and messaging that make people feel something real, deep, and authentic. These are brands that consumers would want to hang out with if they could—like yap with, over apps and cocktails (of course only if that’s your vibe).
This is a brave approach.
Vibe marketing isn’t a tactic; it’s a bold act. Instead of relying on safe formulas or tried-and-true methods, it calls on brands to show up fully and reveal their deeper values. And if they’re truly true to who they are, that means they’ll probably try some things that haven’t been done before. There’s a risk in this vulnerability, but that’s precisely why it’s so effective. People want to be around the brands who have the courage to be themselves. You know: on brand.
This is about a fuller emotional experience.
Emotion-based marketing isn’t new. Brands often run campaigns that spark joy, nostalgia, or excitement—strategically eliciting certain feelings at key moments (like in a TV commercial or social ad). Vibe marketing, however, goes further by infusing every aspect of a brand with a sustained emotional undercurrent, rather than deploying isolated campaigns. It’s like the difference between hearing a single emotional note in a song versus experiencing an entire soundtrack that envelops you. It’s a consistent, resonant energy.
Here are three brands who know and live by these vibes:
Dieux
Vibe: Ethereal, science-backed, and community-driven skincare—a blend of the divine and the down-to-earth.
What They’re Doing: By marrying minimal, sustainable packaging with transparent product formulations, Dieux cultivates a heavenly aesthetic. Their social media presence radiates a soft, angelic aura that highlights real results and nurtures a like-minded community.
Why It Works: The name “Dieux” itself hints at something divine, and the brand takes care to live up to that promise—delivering a near-“holy grail” experience in every aspect. Their authenticity, emphasis on genuine care, and subtle nod to the ethereal foster a deep sense of trust and belonging, well beyond simply “selling cream.”
Liquid Death
Vibe: Edgy, rebellious, humorous
What They’re Doing: They deliver a punk-rock attitude to something as simple as drinking water, complete with tongue-in-cheek branding and a “death to plastic” sustainability mission.
Why It Works: Customers connect with an anti-establishment, eco-friendly ethos that stands out in a crowded beverage market.
Patagonia
Vibe: Purpose-driven, outdoorsy, environmentally conscious
What They’re Doing: They champion sustainability in everything they do—from transparent supply chains to recycling programs.
Why It Works: Consumers feel proud to join Patagonia in “saving the planet,” forging a strong sense of community and shared mission.
Going all in on a distinct human connection takes a lot of bravery. But how?
To find one feeling you want people to have whenever they interact with your brand, consider your brand values and personality. Then, you can home in on a feeling that aligns with who your brand is. Don’t like where that’s leading? This might signal a good opportunity for a little reinvention. In that case, let’s talk. Because in a world of fleeting ads and saturated feeds, vibe marketing stands out for one simple reason: long after the details fade, people will remember how you made them feel.
