We are always reading everywhere that we need to have a strong brand to succeed, we need a strategy, we need an identity, we need frequency, but the real question is How do I stand out and succeed?
Among the global pandemic, a shift to virtual and distanced operations, an uncertain economy and volatile stock market, and a nationwide shift in consumer attitudes toward just
ice and equity, businesses both big and small are asking a similar question.
For brands like YouTube and The United Nations, the secret has been: Psychology.
When talking about Psychology and Branding we are talking about how our mind works and what drives us as humans to take certain actions and not others, these are the real secrets to success that involve what colours, fonts, and words to use in marketing and what never to use.
Here are some tips:
Always Tell a Story: The number one rule of branding, at any point, is a focus on storytelling. Most people, but millennials in particular, don’t care as much about buying more things; they want to be inspired by a narrative. Particularly now, it is essential that your brand is centred on a story and core values that speak to this moment — healing, community, unity.
Do you know the Color Theory? There’s more to colour than meets the eye, the science of how different colours mix, match and contrast, to shape our emotional responses and persuade us to trust certain products. This matters because studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing, and up to 90% of that assessment is based on colour alone.
Investing in the design of a logo and branding that are iconic, recognizable, and intriguing based on their colour and the emotions evoked is an absolute must for branding in the modern era.
Colours such as blue, calm the mind, red increases appetite, purple denotes royalty, white evokes purity etc. For more info on the power of colours in communication check out our post.
Symbolic Storytelling: A very important part of the communication is designed, design psychology is symbols. Not only are symbols eye-catching and potentially iconic (think about Disney or IKEA), but they can be representative of a business’s values and entire philosophy, powerfully reinforcing the identity of the brand.
When designing your brand logo think properly about what message do you want to share, what impact, what emotions? The shapes can be powerful: nearly 20 per cent of logos are circles, which convey a sense of stability and security.
Personal Connection: Personal connections are the foundation of smart and successful branding. People have an inherent and hard-wired need to connect with and relate to others, which can be an even more powerful motivation than the desire for a product or service itself. We want to share that we belong to something and throughout history belonging often meant survival. The psychology of this is powerful for every company to understand. As I said in a previous article, fiscal distancing does not mean human distancing.
Hope this was useful!
Keep doing what you love, keep pushing for Your Trend :)