Collective: The science of branding
How do consumers make buying decisions and how can you influence them?
The sub conscious mind
Neuroscience studies have shown that the brain is subconsciously aware of our decisions before we are – it draws from previous experiences, emotions and habits that are stored in the memory.
The sub conscious ensures that you respond exactly the way you are programmed – by keeping you thinking and acting in a manner consistent with what you have done and said in the past.
Rather than only focusing our marketing on persuading the customer to buy or trying to validate their purchase decision, our marketing effort should concentrate on creating and nurturing an emotional connection between the customer and the brand.
So how do we do this?
- Understand your target audience – beyond their demographics. That is, what makes them tick, what are their beliefs and values?
- Connect on an emotional level
- Create an authentic brand that will resonate with the customer on a deeper level (get into their subconscious mind)
Creating a connection with an audience and building an authentic brand can have an enormous impact during the decision-making process and can also stimulate loyalty.
The pre-disposed perception of the brand can override initial choice that is made at point of purchase.
Have you ever thought about switching brands when shopping, but for some reason you are drawn to the brand that is familiar or resonates with you?
This could just be habit, but it is also the perception of the brand and the emotional connection that has been created over time.
Are you connected with your audience?
What does your brand represent?
How are you building your brand?