One of the best reactions you can get to your brand is to have your customers say, "I want that!" This may mean that they simply want your product or service after seeing your marketing materials, or that they want to have the feelings or emotions that your brand designs communicate.
To promote desirability, ask your customers to describe how they felt after using your services. Then, use that information to design your brand visuals to show that feeling in to your other ideal clients. It can be helpful to show a developing logo or visual ideas to the original customers that you asked, to see if they evoke the right emotions for them. Be careful that you deliver on your visual promise, so that you give your customers what they originally wanted and make them happy.