Brands are complex entities that cannot be fully understood from one perspective. The crucial role of psychology in branding should be viewed from the perspective of the corporation that owns it, and from that of the consumer. Branding psychology is the tool that connects these two worlds, creating a unified and lasting brand experience.Â
What is a brand psychology?
Psychological connections define the human condition; our senses, memories and perceptions significantly influence decision-making before our conscious preferences are revealed. Advertising and marketing firms have dedicated decades to perfecting a mix of memorable jingles, enticing products, dopamine-triggering strategies, and hypnotic anchoring, but brand psychology starts prior to these marketing efforts, drawing inspiration from the brand concept before any other materials are developed. Therefore, it is crucial and imperative to establish it correctly before embarking on the building of a brand.
A brand expert is a creative brand specialist who understands the importance and value of brand psychology, along with the ethical obligations associated with its application. By employing brand psychology techniques, professionals like myself can harness the power of visual language to make lasting impressions on the intended target audience.
From the perspective of the company
The brand is not the company itself; rather, it serves as a tool for the company to compete in the market. It is an outward-facing entity that helps the business create a favourable image with its customers. Through intellectual property like logos, taglines, slogans, and distinctive product designs, it distinguishes itself from competitors.
It also provides distinctive value that goes beyond the functionality of the product or service and contributes to enhancing the brand perception when compared to others. Brand psychology becomes a crucial role when the company wishes to appeal to the consumers.
From the perspective of the consumer
To the consumer, a brand is a set of automatic associations from the semantic to the emotional. Semantic associations refer to the connections we make cognitively based on a brand's unique attributes, values and our own subconscious preferences. Emotional associations are based on how a brand makes us feel.
Brands that truly excel in consumer loyalty are those that focus on establishing strong connections with users beyond the utility, function or advantages of their product or service. These brands tend to have honest and authentic values, an interesting, ethical or purposeful origin story and a clear understanding of their user experience. They then use these to shape the brand image using brand psychology as the visual tool with which to communicate.
Brand psychology methodologies
There are a number of tools and techniques that brand experts use to communicate the essence of a brand's personality but chiefly it begins by selecting a brand archetype to reflect the brand's values, strengths and weaknesses. From here, a personality will start to emerge, with key traits being used to inform shape, colour palette, typography, graphics and image style. In design terms we refer to this as brand theory and the sequence of cognition.
Brand archetypes
Beginning with brand personality, a primary archetype can be selected that embodies the brand, it's voice and it's motivations. These archetypes were conceptualised by Carl Jung, the eminent psychologist and colleague of Freud.
By identifying with one of these archetypes as a business, brands can communicate with their intended audience with clarity, creating a common and strong thread that holds together the brand story, message, tone, intonation, aesthetic and values. Thus fostering a deeper connection with audiences beyond mere transactions. This gives customers an expectation of who they understand you to be and this makes them feel safe.
The sequence of cognition
The sequence of cognition refers to the three foundational elements of a logo and how the mind unifies them to form a whole, conveying significantly more meaning than the sum of it's parts. Understanding the sequence of cognition is the difference between using a homemade or stock bought logo versus a thoughtfully crafted, impactful symbolic design that subconsciously conveys a brand's personality and values.
These three foundational elements are shape (logo mark or icon), colour and content (brand name and font).
Shape - we associate different shapes with unique meanings, for example circles convey community, partnerships and endurance while straight edged shapes convey strength, stability and balance.
Colour - we associate tints, tones, shades and hues with unique personality traits. Youthful brands that wish to convey imagination and insight are best represented with light and bright colours while dominant brands that are market leaders should utilise strong pure hues to convey these attributes.
Content - when deciding on a brand name, it should be brief, impactful and unique. Popular brands often opt for single-word names with positive psychological associations. The choice of typography can also impact how the audience perceives the brand. Selecting a font that reflects desired personality traits will reinforce the subconscious impression of the logo and brand identity.
Brand alchemy
Brand alchemy refers to the culmination of the personality, tone of voice, vision and values using the application of brand theory to the brand identity. When all these elements are perfectly in sync, the brand identity is whole, and every aspect of its creation should strengthen our subconscious associations with the brand.
What is a brand expert?
A designer's job is to take a creative brief and work within a set of existing brand guidelines to deliver an "on brand" solution that sits comfortably alongside other brand collateral. While many designers excel at creating beautiful logo concepts and identities, they may lack the brand psychology expertise needed to form subconscious connections that reinforce a brand 's personality with its intended audience.
A brand expert is a creative or designer who has acquired the knowledge of captivating the subconscious mind through the visual language of brand alchemy. If you are a designer, wishing to learn more about brand psychology and how to apply the strategies mentioned in this article, feel free to explore the courses page or visit the brand resources page for free templates and brand tools.
If you are a business wishing to work with a brand expert to rebrand your business or conceptualise your new venture, please get in touch to book an appointment today.
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