With Valentine’s Day this weekend, everyone’s feeling the feels. Whether you’re consumed with love, or guilt to buy overpriced flowers, or anxiety to avoid that one lemon truffle. It’s an emotional time for all—including brands.

As a brand, you don’t have the luxury of monogamy. You have to connect to a lot of people (the Bachelor anyone?). But if you show your true, authentic selves, you’ll find that consumers tend to get all last-rose-ceremony-emotional.

“People make decisions emotionally and then rationalize them logically.”

Experts claim that 90% of all purchasing decisions are made at a subconscious level. And according to Huffington Post, campaigns with purely emotional content perform about twice as well (31% to 16%) as those with only rational content.

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So, here are some ways your brand can make a meaningful cupid connection:

Share a human emotion.

Tell a story that people can relate to. Whether it’s fictional or completely real, showing how your product affects people’s lives can result a mushy-gushy love fest. (Get a room, consumers!)

Show that you care.

Talking about yourself for two hours on the first date? Uh…I think my friend’s car just broke down. However, showing how much you care for individuals (not just target markets) can keep things sweet long after dessert.

Be positive.

Opening the door for a date while holding flowers creates rosy feelings right off the bat (even if you still live with your parents). In the same smooth way, brands can evoke upbeat feelings with confident stories and personal empowerment.

Support a cause.

Looks will only get you so far. 93% of U.S. consumers say they have a more positive image of a company when it supports a cause. So be sure to show your soft, supportive side.

And if all else fails, maybe Huggies will get consumers in the right mood.