Product, Brand, and Emotion (from “Obsessed”)

Would you share your product’s (branding) messages focused on customers’ emotion? This weekend I’m reading “Obsessed: Building a Brand People Love From Day One“ by Emily Heyward, the founder of Red Antler. The author, who worked with Casper and Allbirds, explains that it’s critical for startups to build a brand focusing on customers’ emotion while the functional benefits of the product need underpin the brand messages. I develop “Memorio: People Note" (https://www.producthunt.com/post...). As of now it’s a combination of contact list and a diary. I feel it lacks the emotional aspect described in the book. Therefore I’d appreciate if I can learn how other makers achieve this.