The Psychology of Brand Communication

5 ways to improve the communication of your brand

Most brand marketers aren’t psychologists. But when you apply psychology to your brand communications, the results can be astonishing.

Here are 7 psychological techniques you can employ to improve your brand communications

1, What’s so different about you?

Almost at the top of Maslow’s hierarchy of needs sits esteem: This is defined as (i) esteem for oneself (dignity, achievement, mastery, independence) and (ii) the desire for reputation or respect from others (e.g., status, prestige). If you can align your brand with is inbuilt human trait, then you are on to a winner. Define how your brand can be exclusive in some way, specifically in a manner that relates to consumer esteem. Examples include ‘Reassuringly expensive’, ‘Because you’re worth it’, ‘Designed for driving pleasure’ and ‘The Few. The Proud’.

2, Fear & Uncertainty

As a species, we basically buy brands for one of 2 reasons: Fear or Greed. And we’ll do more to avoid pain (fear of pain). When you introduce fear and uncertainty, into your brand or competing brands you make consumers stop, think, and change their behaviour. But be careful how you use fear as it is very powerful: For good and bad.

3, The novelty effect

As a species, humans love novelty. Neurologically, it has been proven that exposure to something new and unfamiliar increases the release of a powerful neurotransmitter in the brain called dopamine. When you communicate Novelty, potential customers feel like there is a possibility of something good waiting for us just around the corner. That potential for pleasure motivates them to seek it out. This is one ofr the reasons so many brands love the word ‘New’.

4, The power of Why

Why should somebody choose your brand? The human mind is obsessed with understanding why. Searching for meanings, even when there is no inherent meaning. Essentially, we seek out explanations to understand everything we experience in life. So you need to provide a clear reason why someone should buy, consumer or adopt your brand. Because when you explain why people should buy your brand, you are offering something, they will far more likely to comply.

5, The lazy brain,

Daniel Kahneman, in his brilliant book, Thinking Fast and Slow, says that humans adhere to a ‘law of least effort’ and this applies to cognitive as well as physical exertion. In summary, if there are a number of ways of achieving the same goal, people will naturally gravitate to the easiest, least demanding course of action. In the economy of action, effort is a cost, and the acquisition of skill is driven by the balance of benefits and costs. Laziness is built deep into our nature.”

In a nutshell, humans will always always migrate to the easiest option (brand) to achieve a desired result.

There are many other psychological triggers you can use in your business to improve the communication of your brand and generate sales? If want help or advice regarding implementing any of the above triggers in your business or have any questions about the psychology of brand communication, contact us here at Bridge 87.

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