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.
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.