How The Human Psyche Influences Branding

Branding a product is no easy task, but it can be fun. It requires lots of creativity and a fair amount of psychology to make consumers want a product. How can you use print, TV, and the web to increase your chances branding a product?

#8-Using Psychology To Target Your Audience

First, a note of caution. Using psychology to engage a group of consumers should be done in a respectful, legal and ethical manner. With that in mind, here are several ways to boost your brand to potential (and current) customers.

#7-Acknowledge Your Weaknesses

Hiding your product’s weaknesses is not only unethical, but it also doesn’t work. You want to build trust with your customer base so that it will eventually lead to increased sales.

#6-Massage The Ego

Your goal is to make your customers feel that they are exceptional if they purchase your product.

#5-Play To The Emotions

Research indicates that consumers gravitate toward those products that they can picture themselves having a positive result.
Customers do not want to read a list of parts and features.

#4-Reframe The Competition

Rather than criticize your competition, reframe your marketing to highlight how your product will better the consumer’s life. Leave it up to your customer to make a natural choice.

#3-Cultivate The Feeling Of Loss Aversion

Studies show humans respond greater to the fear of losing something, than gaining the equivalent. In other words, people tend to feel that it is much worse to lose a certain amount of money (or comfort) than to gain the equivalent. That can be a huge motivation for consumers to buy your product.

#2- “Ask Small, Win Big”

Research shows that a person’s past decisions influence their future ones. When branding a product, try to engage your audience a little at a time. This will increase your odds in gaining a bigger and more sustaining commitment.

#1-Question The Process

Be creative and experiment. One test revolved around choosing the best color for a “call-to-action” button. It was hypothesized people would prefer “green” to “red.” However, the opposite proved true, with the red button generating 21% more conversions.

This does not mean you should immediately change your call-to-action button. It merely indicates that for that particular page, this is what worked. Therefore, make sure you test colors and phrases on your individual site unique to your audience.

In Summary, Enjoy The Journey

Embrace your creativity and test out various hypotheses as to the best way to influence your potential customer base. Validate your testing with metrics. Branding is not a 9-5 job, so be prepared to try optimization techniques throughout the course of a day (and night.)