Telling your animal to stop an unwanted behavior, will not hurt their feelings.
It’s odd how sensitive people are when it comes to dealing with confrontation or even a quick correction. For animals, correcting others is simply something you do if someone’s being rude. It’s never taken personally.
Being a balanced leader for your companion/s through this kind of authority takes practice, practice, practice… and constant emotional control. Perhaps people have a hard time correcting their animal (and sometimes saying „no“ – verbally or with body language), because they’re worried he or she won’t like them anymore. If done correctly, it brings out the opposite emotions in your animal: respect and trust in your leadership.
The key is to correct an unwanted behavior without involving emotions (fear, anger, frustration). After you correct, it’s important to act calm and happy again. Don’t stay in a frustrated mindset.