Effective brands have a strong emotional connection that consumers can relate to.
To optimise the meaning of your brand, it is important to have an understanding of psychology. Because a key aim as part of any brand creating is to make a mental connection with potential customers.
If you’d like to capitalise on the role of psychology in creating a strong brand, you should address five aspects: sincerity, excitement, competence, sophistication and ruggedness. Each of these can shape mould the personality of your brand.
For example, if you want your brand to project sincerity, you need to communicate in a tone that is honest and genuine. In return, potential customers will perceive your brand as being more trusted: A vital attribute nowadays. Alternatively, you can make your brand be perceived as more exciting by appearing more cutting edge, daring and ‘edgy’. Another tone you may adopt is that of competency. This can be established by portraying an aura of reliability and efficiency. Finally, you may want to be perceived as being a more sophisticated marque. This can be communicated using glamorous events and suitable celebrities or brand ambassadors.
There is another psychological aspect you should be aware of and that is unconscious branding. You achieve this Nirvana when your communications are so effective that the people subconsciously feel an association with your brand just from the smallest trigger. And they do so even if the actual brand building campaign has long since ended. For example, a Labrador puppy equals the Andrex puppy.
Other aspects of psychology that influence brand creation include colours, language imagery and even in-store displays. Different colours tend to represent different concepts, so brands must be designed with this in mind. What people see will determine how they feel about your brand’s personality. The words you use as part of you brand must also be chosen carefully. So too will any imagery. What consumers see in terms of picture will directly and powerfully alter how they perceive a brand.
Finally if your brand is to be retailed, remember the importance of the store environment. Retail stores are often the first time consumers experience the physical manifestation of your brand. A point that should also be remembered when considering online brand presence: Where on physical manifestation is possible.
In summary, successful brands speak for themselves through various interactions with prospects and customers. Before you create your brand, you should fully understand the psychology of your target audience in order to best tailor your efforts. Combine this with a solid grasp of your brand’s purpose, the needs it plans to fulfil, and how it will inspire the consumer to believe to the point of them becoming loyal brand advocates.
There are many other psychological aspects to successful brand creation. Bridge 87 can help you and your business improve the perceptions of your brand and generate interest, sales and loyalty? If want help or advice regarding any aspect adding psychology to brand creation, or have any questions about the psychology of brands, contact us here at Bridge 87.