“A brand is the set of hopes, memories, stories and relationships that, taken together, account for a customer’s decision to select one product or service over another.”Everything in our environment was designed and built with our psychology in mind. You probably don’t even realize it, but the lights in your office emit a cool-coloured light because they have been demonstrated to make people more alert. If the walls and other interior components are blue, that might not be just an aesthetic choice—the color blue has been linked to imagination. So it’s probably no surprise that the brands you interact with daily are also designed with your psychology. This practice is known as the psychology of branding. When you harness the psychology of branding, you connect with your audience personally. You’re demonstrating that you understand who they are, what they value, what they believe in, and most importantly, what they need from the brands they love. Branding is a powerful tool, and understanding brand devotion psychology is critical for any brand that wants to succeed—and honestly, are there any that don’t want to achieve?
What Does Custom Branding Have To Do With Psychology?
Keep that in mind as you explore the psychology of branding and the processes involved in branding. Branding isn’t a one-time, do-it-and-now-it’s-done kind of thing; it’s an active, ongoing process that requires work. Branding is how your business connects with customers. It’s how you communicate your brand’s values with them by positioning yourself as a familiar friend or something to aspire to be. It works because consumers don’t view brands as faceless corporations—they view them as people. So think of designing your brand identity, and following that, your branding like creating a video game avatar—what does that character like? What don’t they like? Moreover, what do they stand for? How do they express themselves? Branding communicates these traits and gives people the information they need to form opinions of your brand. This is shaped by psychology, so it’s a crucial connection you should be aware of as you build your brand.The Science Behind Brand Psychology
Branding psychology isn’t just a catchy marketing term—it’s rooted in science. Specifically, it focuses on how brands recognize psychological principles to connect with their target audiences. These principles include:- Color psychology
- Pattern recognition
- In-groups and a sense of belonging
- The five brand personalities
Colour Psychology
We’ve covered color psychology extensively on our blog. Different colors make you feel other emotions when you see them. Some of these feelings are culturally influencing, while others are seemingly innate. Think about how red indicates heat, anger, and hot tempers, and green is associated with plants and the natural world. That’s color psychology in action. Brands use colors to communicate their values, price ranges, and the customer avatars they’re meant for. Not sure what color is right for your brand? Contact us at PlusPrinters UK. With it, you input your brand’s characteristics, like whether you’re formal or informal, affordable or luxurious, and the tool gives you suggested brand colors based on your persona.Pattern Recognition & Consistency
Human beings are programmed to recognize patterns. In branding psychology, this means a consistent brand is a strong one. When your brand delivers the same experience with every interaction, representing the same tone of voice, the same colour palette, logo, and imagery, and the same user experience, people trust you. And trust is the essential component of loyalty. What happens if you don’t give your audience consistency? They can’t get attached to your brand. Even if your brand is wacky, quirky, and spontaneous, running hot and cold regarding your interactions and your look and feel will make your brand forgettable because you need to create something consistent to remember.The Five Brand Personalities
The last component of branding psychology is known as the five brand personalities. According to this theory, there are just five distinct brand personas, and each persona communicates with its audience through specific traits. They are: Sincerity. These brands are family-oriented, kind, and thoughtful. Band-Aid is a sincerity brand, positioning itself as a non-negotiable in every family’s medicine cabinet. Excitement. Brands that embrace excitement tend to present carefree, youthful, and exuberant. Red Bull is an exciting brand, emphasizing the expressive actions people can take when they drink Red Bull and get “wiiiiiiiings”.- Ruggedness. With the ruggedness persona, a brand aims to inspire its audience through athleticism, toughness, and a rough-around-the-edges feel. Jack Daniels is a ruggedness brand, expressing this through its black label and positioning as an old-school “manly” spirit.
- Competence. These brands highlight leadership and embrace their influence and aspirational status. Chase Bank is a competent brand, expressing this through the trustworthy geometric logo and no-gimmick approach to customer interaction.
- Sophistication. Brands with this persona are not shy about their luxuriousness and prestige.
- This doesn’t mean every classy brand is the same or there’s only one way to express ruggedness. Think of these personalities as templates, not fleshed-out brand identities.
- The goal here is to connect with an established in-group because people like interacting with brands that feel like people who share their values.
The Five Strategies To Make Brand Psychology
Here are five strategies you can use to make the most of branding psychology:
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