Promotional Products :The Psychology of Branding

In today’s competitive market, businesses strive to create a strong brand presence to capture their audience’s attention. An effective way to achieve this is through the use of promotional products. As consumers, we like to think we favor a brand because of the objective factors such as product quality or price. But psychology insights suggest that feelings and identity have a greater influence than what you may think. A study of 1,400 advertising campaigns over the last three decades found that ads with purely emotional messaging performed twice as well as those that were more rational and practically minded.

In this blog, we are going to explore how emotions influence brand choices, how brands form part of our identity, and the five brand personalities that can shape consumer perceptions.

1. Brand Psychology

Branding isn’t a one time, do it now kind of thing, it’s an active, ongoing process that requires a lot of work on your part. With 81% of consumers needing to trust a brand to consider buying, branding psychology studies how branding influences consumer behavior and decision making processes. It delves into the subconscious and emotional triggers that drive individuals to choose one brand over another. For example, when companies use branded items with a logo, they tap into these psychological triggers which then creates a connection between the consumer and the brand.

Promotional products such as custom bags and branded merch, play a crucial role in the psychological game as they are a constant reminder of the brand, reinforcing its presence in the consumer’s mind. The ideal situation is that each time the person uses the branded item, it reinforces their association with the brand, influencing their future purchasing decisions.

2. Emotions Influence Brand Choices

Studies have shown that people often make purchasing decisions based on how they feel about a brand rather than purely on rational factors. An example of this is seeing a Mickey Mouse logo which can evoke feelings of nostalgia, happiness and childhood memories. This could then lead to a consumer being influenced to purchase Disney products over others.

3. Do Brands Form Your Identity?

Brands can impact our self-identity and how we perceive ourselves, as people often choose brands that align with their values, beliefs and lifestyles. This is known as brand identification, and when individuals identify with a brand, they are more likely to become loyal customers and even sometimes brand advocates.

A perfect example of this, in 2006, Apple launched its “Get a Mac” campaign, which featured a series of commercials with a young, trendy guy in a hoodie introducing himself by saying “Hi, I’m a Mac”. He was talking to a nerdy, older man wearing a blazer and glasses, portraying another tech brand. The campaign implied that the computer you use signifies the kind of person you are.

4. Five Brand Personalities

The last component of branding psychology is known as the 5 brand personalities. Understanding these can help businesses craft their branding strategies effectively. Let’s take a look at 5 common brand personalities that resonate with customers.

1. Sincerity: Brands that are perceived as honest, wholesome, and genuine. Examples include Disney, evoking trust and nostalgia and Dove, reflected as wholesome and genuinely caring of customers.
2. Excitement: Brands that are seen as daring, spirited and imaginative. Think of brands like Red Bull, which promotes an adventurous and energetic lifestyle. Or Coca Cola, promoting positive emotions as well as a sense of unity and enjoyment.
3. Competence: Brands that are reliable, intelligent and successful. Companies like Apple and Microsoft fit this personality, showcasing innovation and expertise.
4. Sophistication: Brands that exude elegance, prestige and luxury. High-end fashion brands like Chanel or Rolex are prime examples.
5. Ruggedness: Brands that are tough, durable and outdoorsy. Brands like Patagonia and The North Face appeal to consumers who value strength and endurance.

5. Strategies For Branding Psychology

Being clear and consistent is the most important because your audience expects you to be consistent, and if you’re not, then people will learn not to expect anything meaningful from you. With this said, you can change your brand, as you grow and move into new markets and expand your offerings, you might find your original brand persona a bit stifling.

It is important to keep your audience updated with any changes, you can do this through a message on your website or via social media. 77% of consumers prefer shopping with brands they follow on social media. Gradually implement your new branding, so you don’t run the risk of alienating anybody or having people assume you’ve gone out of business.

Human psychology has evolved over the years, which is why it is important instead of convincing your audience that in your case, red is soothing and sans serif fonts are sophisticated, working with established color, font and shape associations.

Another key part of branding psychology is keeping yourself up to date with the latest findings within psychology and sociology. Understanding human behavior is key to making your brand feel more like a human being, rather than a “thing”.

Your audience will all have something in common, but you can divide them into subgroups through a process called segmentation. By segmenting your audience, you are able to deliver more personalized experiences which will make your buyers feel more like a friend to you than a customer.

To conclude, the psychology of branding is a powerful tool in influencing consumer behavior. By understanding the emotional triggers and identities associated with brands, businesses can effectively use promotional products to create lasting impressions. Whether it’s custom bags, branded merch or branded items with logos, these brand representations play a crucial role in building connections and loyalty.

References

• Neuroscience Marketing. "Emotional Ads Work Best." Available at: Neuroscience Marketing
• Exploding Topics. "Branding Stats." Available at: Exploding Topics
• Anthony Thomas Blog. "Get a Mac Marketing Campaign Review." Available at: Anthony Thomas Blog
• Exclaimer Blog. "Brand Authenticity: Building Trust." Available at: Exclaimer Blog