Branding is everything to a business. Effective branding increases the value of a business, supplies the correct motivation and direction for employees and makes gaining new customers a breeze. Any brand is a collection of customers’ experiences and the image the brand portrays to the world. Each brand has it’s own personality that, depending on how well consumers recognise the brand, can help them distinguish it in an instant.
Coca-cola is one of the most recognised brands in the world, and is instantly associated with happiness. They successfully use the power of branding psychology by appealing to their consumers emotions. Their ‘Share a Coke’ campaign was a huge success as people across the globe embarked on a shopping journey to find their names on Coke cans, and if they couldn’t, Coca-cola provided stops for everyone to get their custom cans made.
How to incorporate psychology with your branding ideas
Before you can incorporate psychology within your branding ideas, you first need to understand what makes your customers tick. Everyday we are faced with a lot of decisions to make, our brains have to process this in an instant. Our ability to decide on things quickly is important for our survival. Our brains are a learning machine and are attracted to new stimuli. Therefore, if you want to attract customers you need to make your brand easy to understand and give people a reason to care about it.
Why your branding ideas need an emotional appeal
People make decisions emotionally and then think about their choice logically later on. When you create a brand and market it using emotional appeal, you are targeting consumers on a subconscious level, this is what makes it a powerful marketing tool. Therefore, brands that evoke a positive personal dialogue with their customers will influence feelings of love, appreciation and happiness. Starbucks pulls this off with their ‘My Starbucks Idea’ campaign, where they ask their customers for ideas and implement the best ones. What makes this campaign great is that Starbucks get a list of great ideas straight from the horse’s mouth, they get to analyse their customer’s expectation and actively improve their service.
Include storytelling in your branding ideas
To help people process information easily, for centuries humans have employed a great tactic – storytelling. It’s an effective tactic to help make marketing messages memorable and evoke an emotional reaction from your audience. The stories that go viral are usually the ones that are personal, talk directly to you, are authentic and don’t come off as ‘trying too hard’. In 2014, to celebrate 20 years of democracy in South Africa, using clever science, Coca-cola created a moment of happiness by making a rainbow appear above their billboard in the Johannesburg CBD. Although your brand isn’t an actual person, your customers crave human-to-human interactions. They don’t want to be one-in-a-million, they want to feel special. Storytelling is a great way to capture their attention because it will seem as if you are talking directly to them.
Internet Explorer’s child of 90’s advert is another example of using this personal dialogue to successfully make their brand appealing to their target market. With the advert Internet Explorer targeted millennials in a bid to entice a new market to use their product. Like Internet Explorer and so many others, your ultimate aim is to create a deeper connection.
We can help your clients and employees connect with your business by proudly displaying your company name in the form of window film. You could also use window film in creative ways, by decorating your glass offices or room dividers. Download our corporate brochure and use our pricing calculator to get an price estimate.
Image Credit: http://www.windowart.co.za
