business – Page 2 – Brand Strategist | Artist

Art & Neuroaesthetics: The Science of Creativity

February 10, 2025by Emma PotterLeave a Comment

A few months ago, I stumbled upon a fascinating podcast—Art2Life—where host Nicholas Wilton interviewed Ivy Ross and Susan Magsamen about their book Your Brain on Art. As someone passionate about creativity, intuition, and neuroscience, I was captivated by their discussion on neuro aesthetics—the scientific study of how art impacts our brains, bodies, and behaviours.

“Neuro aesthetics emerged in the late 1990s, and nobody is clear on who coined the term, but a simple definition is that neuro aesthetics is the study of how art measurably changes the body, brain, and behaviour and how this knowledge is translated into practice” – Susan Magsamen

The power of sensory experiences

As humans we are deeply sensory beings – through a relay of signals sent via our nerves to our brain, we have a nose to smell, eyes to see, ears to hear, skin to touch, and a mouth (tongue) to taste – all of which are essential for creating memorable, emotional experiences that influence and shape our lives. Our senses uniquely activate different parts of our brains. Art uniquely activates different brain regions, influencing how we think, feel, and connect.

Why creativity matters

Now, I’m absolutely not a neuroscientist, but I am extremely interested in how our brains work; what makes us tick; why creativity and art has the power to transport us to a completely different place, heal us, and find solutions to challenges in our lives; where we can go to join a global community of budding artists to share our love of all things creative; who we can connect with to fuel our passion, and ask when is the right time to start practicing the joy of art and being creative – which is of course, now.

Creativity is more than just an outlet—it’s a tool for problem-solving, self-expression, and emotional well-being.

“We are feeling creatures that think, not thinking creatures that feel.” – Ivy Ross

In ‘Your Brain on Art’, Ivy Ross (Chief Design Officer, Google Consumer Devices) and Susan Magsamen (Executive Director, International Arts + Mind Lab, Johns Hopkins University) explore how neuroaesthetics can revolutionise healing, strengthen communities, and restore our planet. Their discussion on Art2Life brought many of these ideas to life.

Key takeaways from the conversation:

Creativity rewires the brain – Our brains are constantly evolving, forming new neural pathways that influence all areas of life.
Daydreaming is productive – It’s where solutions emerge. Pay attention to your sensory experiences and how they shape your thoughts.
Art is healing – Just 20 minutes of daily creative activity can reduce stress, enhance well-being, and improve cognitive function.
Art connects us – Whether as creators or observers, art has the power to speak directly to our emotions, often beyond words.
Colour is energy – Each colour emits a different wavelength and frequency, impacting our emotions and perceptions in profound ways.
Art as meditation – Creativity requires presence, making it one of the highest forms of mindfulness.
Art extends life – Studies suggest people who engage in creative activities regularly live, on average, 10 years longer.

“The arts are some of the most salient experiences we have in our lives”. Ivy Ross

Building creativity & connection

Just as colour has the power to influence our emotions, art and being creative certainly has the power to enrich our lives, to build community and connection, bring us joy, encourages us to be more interested in the world around us, and I believe ultimately makes us more interesting and culturally aware people. Art makes us more aware, connected, and engaged with the world.

Creativity in the workplace

In the corporate world, there’s a growing demand for blending data-driven and intuitive thinking. More organisations are using creativity to unlock new ideas and fresh solutions. In my workshops, I coach leadership teams through experiential creative processes, helping them expand their perspectives and connect in new ways.

How has art influenced your life or business? How do you use creativity to inspire, connect, or problem-solve? I’d love to hear your thoughts. Drop me a comment or send me an email emma@emmapotter.com

Let’s work together

With over 20 years of experience working with innovative and disruptive-tech businesses across a variety of sectors—from HRtech and digital to customer experience and interior design—I bring a blend of commercial acumen and creative thinking to everything I do. I’m a strategic yet hands-on leader with a passion for collaboration and an action-oriented mindset that delivers real results.

My approach is human to human, balancing the analytical left brain (facts, figures, and data) with the intuitive creativity of the right brain (emotion, imagination, and storytelling)—because I believe the magic happens when you combine these two key ingredients.

I’m especially passionate about growth, coaching, and the power of applied behavioural colour psychology. Get in touch to create something exceptional together!

Listen to the podcast here: Art2Life – Your Brain on Art (Ep 164)
Your Brain on Art is officially on my 2025 reading list!

Header image – a piece of bespoke abstract art I created for a private client, based on their colour personality following a 121-colour consultation.

Brand, Marketing

Reignite your brand’s potential

January 2, 2025January 8, 2025by Emma PotterLeave a Comment

Growing a business is no small feat, and I understand the challenges that come with it—whether it’s defining your brand, standing out in a crowded market, or building trust with your audience. I work with MDs, CEOs and founders of scale-ups, and SMEs to create brand strategies that truly connect. Together, we’ll align your brand with your market and audience, strengthen relationships within your team and with key partners, and develop practical solutions that drive real results. It’s all about creating authentic connections that boost productivity, profitability, and your business’s future potential.

As a seasoned brand strategist, I specialise in empowering businesses to unlock their full potential by crafting a compelling and distinct brand. By addressing common challenges like unclear messaging, inconsistent communication, and market saturation, I help brands achieve clarity, consistency, and differentiation. Whether you’re seeking to redefine your value proposition, create a cohesive strategy across all platforms, or refresh an outdated identity, I provide actionable solutions tailored to your goals.

Clear brand identity

Challenge: Difficulty in defining a brand’s value proposition and communicating it effectively
Solution: Develop a comprehensive brand playbook, focusing on core values, purpose, messaging, and creative assets to resonate with the target audience and establish market differentiation

Consistent Messaging and Brand Experience

Challenge: Inconsistent communications across online and offline channels, causing customer distrust and disengagement
Solution: Implement a cohesive brand strategy that ensures uniformity across all marketing and communication touchpoints, on and offline

Create Market Differentiation

Challenge: Struggling to stand out in a crowded and competitive market
Solution: Identify unique selling points (USPs) and develop a brand narrative that highlights differentiation while appealing to the target customer

Reignite your brand’s potential

Challenge: An outdated brand that no longer aligns with current goals or market demands
Solution: Guide your business through a rebranding and repositioning process to align your identity, messaging, and services with company values and target audience expectations

What does a Discovery Session look like?

To give you some insight into what it would look like to work together, following initial conversations and an agreed brief, our journey would begin with an immersive, hands-on one-day workshop designed to set the foundation for your brand’s future. This session brings together you and your senior stakeholders—and any key decision-makers you’d like involved—to ensure alignment from the start.

During this collaborative session, we’ll dive deep into your vision for the business, uncovering what makes your brand truly unique. Using a carefully crafted framework, we’ll extract your “brand DNA,” the essence that defines who you are and what you stand for.

I’ll guide you through a proven methodology to define your brand in detail. Together, we’ll explore:

Your brand purpose, values, and mission
Your tone of voice and overall brand essence
Gain clear understanding of your products and services
Uncover a detailed profile of your ideal customer—who they are, what they need, and how your brand connects with them

The discovery session is designed to be insightful, actionable, and empowering. By the end of the day, we’ll have laid the groundwork for a strategy that aligns your brand with your business goals and resonates with your audience.

Tackle challenges head-on

By addressing your challenges head-on, we will empower your business to craft a brand strategy that is deeply aligned with your market and resonates with your target audience. This strategic approach enhances market positioning, fosters stronger relationships both internally—with senior stakeholders and teams—and externally with suppliers, partners, and sponsors. The result? Actionable solutions that inspire authentic connections, fuel productivity, and drive sustainable profitability.

Together, we can reignite your brand’s potential and position it for continued growth in a competitive marketplace.

Let’s work together

I’m especially passionate about growth, coaching, and the power of applied behavioural colour psychology. Get in touch to create something exceptional together!

Header photo by Eva Bronzini – Pexels.

Marketing

Cyber Exchange 360 – Insights and takeaways

November 11, 2024November 11, 2024by Emma PotterLeave a Comment

Last week I had the opportunity to join an afternoon packed with interesting conversations at the Cyber CMO 360 Meet-Up and Cyber Exchange 360 – ‘Talk to the board’ session, hosted at the Science Museum, London. The event provided a new invaluable chance to connect with peers, share strategies for maximising event success, and engage in meaningful discussions.

CyberCMO 360

Gathering heads of marketing, the CMO roundtable, hosted over a delicious lunch, presented the perfect opportunity to talk with other seasoned marketers and engage in a lively debate about the challenges facing sales and marketing teams, and aligning KPIs – specifically around events. The hotly contested topic of attribution continues, as does the desire for marketing not to be consider as a cost centre, but for sales and marketing to potentially report into a CRO. This approach would ensure teams are aligned, and trusted communications and good relations are at play – after all, marketing is a revenue generating part of a business.

Talk to the board

Following the roundtable, I was able to attend and hear Board Directors from Enterprise and Technology companies at ‘Talk to the Board’ session, part two, in which many questions were asked by moderator, Steve Hill, former global CISO, Credit Suisse, to the panel of experts. Forming a formidable line-up, the panel included Lorraine Heggessey, former controller of BBC1, Roger Flynn, Chairman, Cooke Optics, former CEO and Leader in Transformation Change, Virgin, British Airways, Prudential, Haydn Brooks, CEO and co-founder, Risk Ledger and Rupert Lee-Browne, Chairman and group Chief Executive Officer, Caxton.

There were so many insights to capture but here’s some sound bites from the ‘Talk to the board’ session, where they touched on the subject of mental fitness and the rise in the importance to talk more openly.

Key takeaways

Learn how to deal with stress in your own way, and in a positive way – there’s no such thing as a stress-free job
Be there for your team, they also need to be there for you – foster a culture that’s transparent, compassionate, empathetic and supportive
If you enjoy what you’re doing, stress can be viewed in a different way, we can thrive on it
Make sure you enjoy your job – we all have a choice where and how we work, empower yourself – take license over your own destiny
Leaders have a responsibility to empower their people and teams – install a culture that’s supportive. As a leader, you have to be able to lean on your team for insights, guidance and advice
The importance of executive coaching – from being a leader in your field to executive level, it’s imperative to work on your weaknesses. Learn how to lead and be a great leader, understand the bigger picture. If your organisation offers it, say yes to executive coaching
Transparency – where do we draw the line, to keep staff motivated and on board. How far do you go with it?
Company culture – If I was forced to choose one key takeaway, it is this. When growing or running a successful business, focus on your company culture, everything flows from here – it’s a foundational and core piece to your brand strategy – a subject I’m passionate about

Build your network

Thank you to Pulse Events for organising, and to Amanda Coles and Sarah Moss, founders of the Sphere network – a platform designed to bring together a community of great people to build meaningful connections in cybersecurity and data security marketing, for the invite to join and for hosting an insightful CMO round table discussion. Also, it was great to spend the afternoon with one of my clients, MD and founder, Paula Elliott from disruptive-tech PR agency C8 Consulting.

For those who don’t know me, I help forward-thinking, innovative MDs and founders build brand value by unlocking potential and creating change. Feel free to connect with me on LinkedIn and say “Hello”.

Photo by Anna Tarazevich, Pexels.