Psychological Insights for Modern Branding Strategy

If you’re trying to build better brand visibility and drive growth within your company, it pays to do a little psychological research first. How people connect with brands on an emotional level can play into whether or not they make a purchase or sign up for your services.

Tapping into a deeper understanding of the human psyche can result in more effective strategies that resonate with consumers.

Read on to learn how psychology and marketing can intertwine to give your brand a boost!

Improving Brand Identity

Yes, the quality of your services and products matters when you’re trying to establish credibility as a brand. But your perceived brand identity may matter more. How consumers understand your offerings and what you stand for may have the most bearing on whether they give you business.

Consider companies like Patogonia, for instance. Patagonia has cultivated a brand that values environmental awareness and sustainability. Seeing their trademark logo on an article of clothing suggests that the person wearing it shares those values.

Starbucks is another example of a company that has developed successful brand perception. Their friendly logo and cozy store interiors make drinking coffee a small luxury for consumers.

A logo’s color palette is a critical choice that can impact brand identity. Make sure that color psychology plays a role in your selections. A cool color like blue casts a calm and serene aura, for instance, while red creates urgency and excitement.

Green often is linked to health or nature, and purple is associated with royalty and prestige. Color choices influence how consumers feel about a brand long before they try its product.

Using Reactions to Your Advantage

Everyone reacts to situations differently, and the most effective branding strategies account for human behavior. An ad about home invasion could trigger a fearful reaction, and an ad with footage of family fun at the beach will create a feeling of pleasure or excitement.

Companies must take stock of their intended outcomes to determine what types of reactions they hope to provoke in consumers.

Nike’s branding campaigns featuring star athletes can inspire consumers to set the bar higher – and buy the right shoes for the job. By contrast, some companies may want to play into consumers’ concerns. Companies selling security systems and protective devices will want to tout their services as a trusted solution for families seeking peace of mind.

And other companies might not need to incite a strong reaction from consumers. They’ll just want to show that they provide a convenient service. A pizza giant like Domino’s highlighting its app or McDonald’s showcasing busy individuals grabbing a meal on the go will resonate with like-minded consumers.

Providing Personalized Experiences

Generic branding and ad campaigns can work, but more tailored solutions can work better. In other words, today’s consumers expect that companies’ services will meet their unique needs. Companies that don’t make the effort to understand consumer interests or adapt to different audiences could find themselves in trouble.

Memorable branding strategies help consumers feel visible. And they do this by soliciting and using consumer feedback. Engaging with consumers on social media platforms, for example, is a critical way to gather input and opinions. Asking consumers how they respond to new products or even prototypes gives those consumers a say in a brand’s evolution.

Brands can suggest personalized recommendations or offer loyalty programs, too. Streaming companies like Apple Music give subscribers playlist suggestions to help expand their musical interests.

Nike is well known for its loyalty program, giving members special product offers and other benefits for their ongoing loyalty. And some restaurant apps can promote the most popular entrees to help indecisive consumers make a choice that encourages return business.

Just as people consider what to ask a psychic to gain personal insights about their lives, brands can use a similar approach to understanding their consumers’ deeper motivations. Tapping into behaviors and consumer preferences can help companies rise to meet their consumers’ needs.

Approaching Branding with an Eye Toward Behavior

The best branding strategies account for consumer behavior as part of a larger effort to build trust and lasting appeal. Researching consumer interests and investigating psychological insights can lay the foundation for quality engagement.

Ultimately, brands with their finger on the pulse of consumer needs will position themselves for longevity.