Understanding Brand Psychology

Don’t let the “P” word (psychology) intimidate you! Today we’re talking BRAND and how it is affected by human behaviour. What drives people to buy the way they do – what are the motivators and what are the deterrents? How, as small business owners, can we tailor our brand to attract a larger audience and direct that attention to what we are offering? Believe it or not, a lot of it comes down to science. Behavioral science, to be exact.

Before we jump in, let’s discuss the word “brand.”

According to David Ogilvy (some refer to him as the “Father of Advertising”), a brand is the, “intangible sum of a product’s attributes.”

A company or individual’s brand is more than just a logo, a font, or a carefully thought out colour palette. It is ultimately what makes your products or services, YOU. A brand is the most accurate way to demonstrate the values and interests that you (or your company) represent.

And, the content that you share on social media platforms, your blog, or in emails, is the most consistent way to keep your brand in alignment with those values and interests.

Now, onto the main topic for today …

How Psychology Drives Brand.

First, consumer behaviour is primarily emotionally-driven.

Essentially, people buy products or services based on feelings – existing discontent, excitement, and even FOMO (fear of missing out), for example. When we tap into people’s hearts, we can begin to control the narrative. We do this when we integrate personal stories into our content, when we add powerful images, and when we have a specific customer in mind. Sure, many people also like to understand “the facts” before they buy, but relying on data and stats to sell your product just doesn’t work. I like to remember the equation like this: feelings first, facts second.

Next, it’s important to remember that we are social animals. We are easily influenced by the behavior of others, and we are always searching to build connections and to relate to those around us.

With your target customer in mind, consider the ways in which you can interact, engage, and build trust. I highly recommend including testimonials from other satisfied buyers, visual content (in the form of images or videos), and other “user-generated” content.

Third, recognize that many people are looking for something, so it’s a great idea to connect with something bigger.

Don’t think of your product or service as just a product or service.

Think about it/them as a real life depiction of the values or lifestyle they represent. Perhaps your target audience is looking for a sense of community, or maybe they are searching to achieve a specific goal…show them how those things are possible. Understand the “pain points” you are looking to solve for your customer and tap into those with the content you create and share.

Fourth, keep in mind that the more familiar we are with something, the greater its appeal.This is where the consistency piece comes in – don’t assume for a second that people see something once, want it, and buy it. That very rarely happens. Instead, science shows that the more we see something, the more we like it. Trust (in a brand, in a product, in YOU) builds over time and with repeat exposure, so continue to show up and represent your brand to the best of your ability.

And last, but definitely not least, human behavior is heavily driven by reward.

Every time we: get new likes on something we post, receive a compliment, or purchase something new, our brains release a chemical called dopamine. Without getting too “science-y,” dopamine is a feel good chemical. Every time it is released, it’s like a small reward for our brains, and creates the desire to repeat the action. This is where the term, “retail therapy” comes from. So, by creating a pleasant purchasing experience for your customers, you will hopefully establish a pattern of repeat behavior where they return to you and your brand for a long time to come.

Isn’t all of this brand behaviour stuff fascinating? I love understanding not only WHAT makes people buy what they do, but WHY they do it. It certainly makes things easier when creating a content calendar or when trying to build a new relationship with a prospective customer.

Speaking of which, check out my 5-Day Content Experience – it’s a FREE download that is guaranteed to help you plan what to post and when.

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