You have a product. You have a brand. And even more: you are confident that your offer is the best on the market. And there are no sales. How so? How well do you know your target audience and their psychology? What about consumer habits? It is important for companies, even small ones, to think about creating branding right away, otherwise, they may not become a big business. Today we’ll talk about how branding works from the point of view of customer psychology. In this article, you will find out everything about branding. You will also learn about 5 psychology theories that, we hope, will help you improve your branding and business.
Brand building is based not only on your own positioning but also on the consumer mindset that determines your behaviour and habits.
Your brand image is made up of the impressions, associations, expectations and stereotypes of your target audience. The combination of these points affects the decision to purchase your product or not. The whole process of building and promoting a brand is always closely related to a set of psychological qualities of the consumer.
Any product underlying a brand consists of a set of signals that create a certain image in the mind. This means that the purpose of the brand in this case is to form a positive attitude towards itself, evoke pleasant associations and satisfy the consumer’s habits (or form new ones).
Brand attitude exists as a symbiosis of personality and product. In order for the consumer to form this attitude, an interactive experience is needed, which is built according to the following scheme:
Perception → trust → choice → appraisal → formation of attitude towards the brand
Opinion about product
One group of consumers only needs to look at the packaging to form their opinion about the product or service, another group needs to test the product in action. And each stage of interaction with a product is tied to a psychological process. By controlling these psychological processes, you can achieve the desired result – that is, make sure that the person chooses your brand.
Influence the process of perception itself. Organise product information into larger groups. The first contact with your brand will tell the consumer about the functionality of the product and form expectations. Roughly speaking, if you immediately adjust the brand to your target audience, you will be able to avoid some resource losses. The client should be provided with the necessary information in a short time: the information processing process should be simplified as much as possible.
Focus on perceived imagery to differentiate yourself as much as possible from the competition. The novelty, size, brightness, colour and complexity of an object are the criteria by which you can be found. Attention to such objects is realised by the subconscious. So, make sure to influence the subconscious of your potential customers.
Brand trust is one of the most important indicators of the customer relationship, no matter how long you have been in the market. But it is trust that is a psychological phenomenon that is difficult to manipulate. Trust is nothing more than a conscious choice of a person, and it is realised through the establishment of genuine sensory connections.
There are several mechanisms for increasing trust in your brand.
Influence on the emotional sphere
Positive emotions stimulate the consumer to reach emotionally coloured objects, while negative ones stimulate avoidance. Your product should cover the client’s pain and evoke positive emotions. It is emotions that regulate the depth of the relationship between the audience and the brand.
Adequate interaction with the client
Make an effort to build a relationship with your customers. Show that you care about them, not just their money. Find a way to communicate. But be careful. Excessive consumer concern can be alarming. Excessive obsession repels and reduces the likelihood of initiative on the part of the client.
A focus on honesty
Advertising should focus on the objective sides of the brand and neutralise negative consumer attitudes associated with the fact that everyone is trying to fool and impose through advertising.
Make sure that honesty is clearly seen through your advertisements. Exaggeration and hyperbole do not pass with customers today.
Compliance with common codes
Human consciousness is built on the principle of associativity. This means that information that does not fit into this usual train of thought can be confusing. Relatively speaking, “better quality” = “higher price”.
After attracting attention and getting into the zone of trust, the brand is on a par with competitors who satisfy the same customer motives. The client’s motives can be divided into three groups: rational, emotional, and utilitarian. Each group includes a particular set of brands that are used in specific life situations.
Personality structure and motives:
Rationale: low prices, reliability, practicality, durability, economy.
Emotional: admiration, attractiveness, attention, curiosity, warmth.
Utilitarian: fashion, self-realization, ego motives, self-affirmation, traditions.
The choice and motives of the consumer are determined by the psycho type of the personality, where each type perceives the brand differently in its living space.
As soon as the consumer starts testing (using), the trial period begins for the brand. As a result of which he will either meet or exceed expectations, in the worst case, will cause rejection.
There are at least five potential points to improve brand performance.
1. “Placebo effect”
On the one hand, it represents unlimited opportunities for the brand, and on the other, it carries a problem. The essence of the effect is that any impact that is not supported by real reasons causes the consumer to change his state. The placebo for a product can be the packaging or decoration of the place of service: that is, the audience can develop confidence in the presence and receipt of the promised effects, even when using products that potentially do not have such an impact.
There is research that confirms that expensive wine is always better tasting. What the taster knows about wine changes the perception of the quality of the wine. Based on this, we can safely say that the appearance of the bottle also affects the attitude towards the product. By using premium packaging, you can win advantages over competitors in the same price range.
According to SEO experts from Sydney, your website has a massive influence on your customers. How does it look, is it convenient to use, is it at the top of a search? Your website reflects your product in the minds of your audience.
2. Distortion of information
All information provided by the brand is filtered and checked against previous experience. This means that if a person is interested in something, he begins to look more closely at new sources. And often, not finding in the new experience something that will meet his previous expectations, he ignores it. So there is a need to create additional brand values and benefits.
3. Halo Effect
A person tends to rate new experiences on the basis of first impressions. This allows you to create the right brand image with the right strategy. Take care of the attractiveness of the appearance of your product and its representatives, use famous media persons who are trusted by your audience.
As an example, you can take any ambassador of any large and well-known brand. Fashion brands choose famous artists, musicians and other celebrities, while narrowly focused brands choose experts in the category to which the target audience of the company listens. The choice of brand representatives also depends on the current agenda.
4. “Dominant effect”
Human consciousness is built on the centres of excitement – dominant. That is, a person perceives not what they want to tell him, but what he himself wants to perceive.
The strength of the influence of the dominant on the reaction depends on the brightness of the excitement. This can be stimulated by successive stimuli through repetitions. And having experienced such a moment once, a person will be able to reproduce it later: by seeing familiar symbols, hearing familiar motives, or feeling a familiar aroma.
5. “The integrity of images”
The world around is perceived by a person as separate, but integral fragments. The product for him is not a sum of separate parts, but a whole image – music, an image of a person, an integral story. In order to form a holistic brand picture in the minds of your audience, you need to immerse the consumer in the brand in more detail.
You probably already know that the brand is equally important for your business as your product. There is no successful business with a good product that has bad branding. But, the other way around is quite possible. Branding is a crucial part of any product. You can’t ignore your customers, their needs and the way the mind works. This can be your tool for successful working. Make sure to use it. We hope that this article will help you with that. Good luck!