At its most basic level, branding is due to our tendency as humans to dislike anything complex. Our brains are wired to save as much cognitive energy as possible; this means that we will rely on shortcuts or heuristics to process information and make quick decisions. A brand is one of those shortcuts.
When someone decides to choose Apple over another laptop brand, Nike over another shoe brand, or has to choose between a local café versus one next door; they aren’t doing so by rationally comparing specs and price. They are choosing what seems safest, most familiar and/or most reflective of their identity. Branding systematizes and creates that emotion.
Logos, color palettes and taglines work to visually represent the brand; however, the brand itself is the cumulative pattern of associations a customer has created and stored in their own mind.
Neuroscience shows that we make decisions based on emotional impulses first and then rationalize using logic after. According to Antonio Damasio, a primary researcher in this field, people with damage to areas in their brains responsible for processing emotion cannot make decisions even when they’ve plugged in logical reasoning.
Great brands grasp this concept; therefore, they don’t sell on product features, but instead identify and promote emotional results.
- Belonging (Nike, Adidas)
- Status (Rolex, Mercedes)
- Safety (Volvo)
- Control (Microsoft)
- Creativity (Apple)
Emotion precedes logic. Emotion gives reasoning access to speak with your brain in order to build persuasive brand communication. If you build your brand communication starting with facts and details (specifications), you are targeting the wrong part of the brain.
Branding Is About Trust
Branding is a way for brands to reduce risk. When we buy something, we have some uncertainty (Will this let me down? Will I regret this purchase?). Strong brands lower that anxiety.
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Trust is established through
Consistency (same tone, same promise, same experience)
- Familiarity (often seen or experienced through exposure over time)
- Social proof (other people like me have selected this)
This is the reason inconsistency destroys brands. Inconsistency triggers the brain’s alarm system whenever there is a disconnect in visual presentation, messaging, or behavior. Familiarity provides feelings of security; security produces preference.
Identity Signaling Trumps Persuasion
People not only purchase brands, but they also use brands to mirror their identity (or how they wish to portray themselves). This is known as identity signaling.
The following are some of the most powerful brands to provide:
- “This is who I am”
- “This is who I aspire to be”
- “This is the group I belong to”
Successful branding is about creating a unique persona to leave lasting impressions in the minds of consumers. The best brands have distinctiveness, repetition, emotion and clarity. There are four keys to success in developing a successful branding plan:
1. Emotional Commitment – What should be the emotional experience for someone engaging with your organisation’s brand? Examples include feeling confident, understood and empowered, while providing a calming effect.
2. Clear Brand Position – If your brand disappeared today, would it leave an impact on the current marketplace or result in additional mistake or confusion? It is essential for an organisation’s branding strategy to develop clarity throughout its branding message and maintain a consistent message.
3. Consistent Branding – Maintaining consistent branding across all platforms creates familiarity with your consumers, thus increasing awareness. Consistent branding also builds trust with your customers, develops credibility and results in long-term value added or cost efficiencies.
4. Use of Recognisable Elements – Develop a story/theme that represents your organisation’s values, purpose, mission or direction and ensure all elements are recognisable to your consumer – regardless if the elements are beautiful. Consumer recognition of brand elements is critical to developing relationships and brand loyalty.
By applying these four keys of successful branding, organisations can develop a successful branding strategy.At first glance, consumers should easily be able to identify your brand. Trends will change; however, consumers will remember the way they perceived your company/brand over time.
5. Align behaviors with your message – No amount of effective storytelling can change an overall negative consumer experience. The quickest way to ruin your brand is to violate the mindset of attracting consumers in the first place.
To Wrap It Up:
Branding does not mean you are manipulating consumers; it means that you are aligning what your company actually has to offer with how your customers’ brains work. When executed correctly, you are not convincing someone to purchase something that they do not already have a desire to purchase; you are simply reinforcing that they have identified your product/service as what they were looking for!
