Brand Psychology: The Basics
One major factor of any company is its brand. The brand shows your company identity and aspects of your brand will help customers mentally and emotionally connect with your company. Brand Psychology is an extensive field, which requires hours of studying and understanding. Here are a few basics to get you started.
Brand Loyalty
To become a successful brand, you must entice your customers to keep coming back for more; this is where brand loyalty comes in. To attract brand-loyal customers, consumers must make a meaningful connection with the brand itself. An important factor is the differentiation of your brand to other brands. When you shop, you purchase a particular brand or when you have a logo such as a swoosh, people can identify the brand is Nike.
The distinctiveness of a brand is what drives a brand’s success. When a consumer is looking for something particular, you would want your brand/product to be the first product that comes to mind. By having your brand to stick out immediately, you ultimately help your consumers decide before they think about the problem.
When designing a brand, you must consider what aspects of your brand will help create that distinctiveness.
Colour
The application of colour can entice certain emotions whether the consumer notices or not. Every successful brand will have a specifically engineered colour palette that will bring their brand message to induce certain emotions.
Summary
When developing a new brand it is important that the branding reflects what the company will encompass and bring to its customers. The choice of shapes and colours will provide a level of distinctiveness to make your brand stand out from the rest. Keep this in mind when designing and marketing your brand to the world.