The Top 5 Characteristics of Successful Branding Psychology

There are many good products out there. But what makes a good product a great brand? One of the key areas that you can tap into to convert good into great is human psychology. Here are 5 top characteristics of branding psychology.

1, Brand and significance

The need to feel significant is hardwired within us all. Many experts agree that it is one of six basic human needs. As human beings we want to feel significant and important. More importantly, not just in our own eyes, but because we are social creatures, in the eyes of our peers as well.

A successful brand finds a way of somehow making the customer feel important. This is often achieved by letting them know that the brand owner actually cares about them. Unfortunately, good customer service is not just a given these days. Try calling a utilities customer service line.

2, Scarcity

Humans look to others to determine what action to take. So the less there is of something, the more people perceive it to be a highly valued commodity, which in turn means that the more they will want to buy it. Observe British shoppers in French supermarkets. To determine which are the best wines to buy, they simply look for the largest gaps in the on shelf stock. In other words, because a lot of French have bought a particular wine, it must be good.

To use psychological scarcity in your branding activity, eliminate any possibility of future over-supply or abundance in the minds of potential customers. One prevalent but damaging marketing activity is the promotion or special offer. As soon as you over promote, you communicate that your product has less value. And when you do this, consumers immediately want to know why. If you do feel the need to run consumer promotions, always supply a reason why there is an offer. For example, ‘introductory price’ or ‘new recipe’

3, Create a brand reference

Dan Ariely, author of Predictably Irrational states that “humans rarely choose things in absolute terms. We don’t have an internal value meter that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly.”

In today’s competitive marketplace, you need to communicate and demonstrate why your brand is better, more preferable that competing products. Just about all brand perceptions are in part based on references that we have of previous experiences. Whenever possible, associate your brand with positive and popular consumption occasions. This reminds existing users of the brand positives and also prompts potential customers to give the brand a try.

4, The power of social proof

A hardwired human trait is that we need to know that our decisions are acceptable to others. In other words, we want social proof that a brand we are considering or have already adopted is culturally acceptable.

If you can get people who are similar to the person you’re trying to persuade to speak on your behalf, it’s a lot easier for you than if you have to try to hammer your message one more time into a reticent mind.”

In summary, human beings are social creatures. We look to others to determine what actions we should take. Show people how much others benefit from using your product and demonstrate that it works. Also, let potential customers know just how popular your brand already is with other people.

5, Curiosity created the brand

As a species, we are obsessed with learning: We want to know things we don’t already know. What this means is that when there is a gap between what we know and what we want to know, we will take action to fill that gap. In addition, curiosity also increases activity in the parts of the brain associated with pleasure as well.

When your brand triggers curiosity, you generate more exploratory interest. For example, teasers campaigns can leave consumers with questions and the answers to which need to be sought out

There are many other psychological aspects to branding. Bridge 87 can help you and your business improve the perceptions of your brand and generate sales? If want help or advice regarding any aspect of brand psychology, or have any questions about the psychology of brands, contact us here at Bridge 87.

Key Strategies behind Creating a Successful Brand

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.