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How Branding Affects Human Behavior

Digital marketing experts suggest that we view anywhere from 4,000-10,000 ads every single day. From television commercials to billboards to sponsored posts on our Instagram feed, we are bombarded with companies trying to sell us products and services everywhere we look.

Branding plays a monumental role in how we perceive, judge, and ultimately purchase various goods. Like it or not, it shapes human behavior in incredible ways. Let’s learn how.

Branding Creates Hype and Intrigue

Think of the last time you were hungry. How appealing was that fast-food commercial you heard? Or how tempting was that glorious photo you saw on Facebook shot from your favorite, local restaurant?

Did you walk into a grocery store? If so, there’s a good chance that you ended up spending more money simply because you were hungry- and branding had a way of impacting what you chose to buy.

Branding taps into one of our primal desires for wanting things. The premise is simple: when something looks desirable, we want it. The more a brand can target that desire, the more likely you are to want to buy that product or service.

Branding Reinforces A Sense of Community

Companies know how important it is for consumers to feel connected to the businesses they value. They understand the human need for a sense of belonging.

Good branding evokes a sense of connection. It helps you feel like purchasing from this particular business makes you a part of something greater.

For example, many alcohol manufacturers emphasize the sense of friends and family when promoting their drinks. They create a compelling message suggesting that purchasing their alcohol will trigger good times with loved ones.

A sense of belonging is an essential need for everyone. Thus, we are often subconsciously driven to those products that promote that need.

Branding Provides Assurance and Consistency

Why do so many people love chain restaurants and hotels? Despite the lack of individuality, there’s something powerful about a familiar experience.

We work hard for our money, and we often work even harder for our time. As a result, many of us value the consistency and guaranteed results from some of our favorite brands.

It’s why so many people choose to buy iPhones every year. It’s why household names like Amazon, Starbucks, and Nike continue to be smashing successes. For every person who loves the thrill of trying something new, there’s another person who just wants a good, reliable experience.

Branding Offers Helpful and Exciting Solutions

We buy products and services to fulfill specific needs. Often, we have a problem (large or small), and we depend on our favorite companies to provide a working solution.

Good branding serves two purposes here. First, it makes us acutely aware of our specific problem. Second, it shows us a practical (and even downright amazing) answer for fixing that problem.

Consumers are busy. We don’t always have the time to understand what we need or want, so we depend on companies to tell us.

The Spanx epidemic highlights this example perfectly. The founder, Sara Blakely, created a dynamic solution for shaping and flattering body parts.

Today, millions of women have identified with the problem of feeling insecure or unattractive in various garments. They have, however, bought into the solution of shapewear for boosting confidence and body image.

Branding Changes How We Spend Money

Good branding ensures us that we are spending our money both intelligently and reasonably. No matter how cheap (or expensive) the product, successful branding reduces or even eliminates the doubt about forking over our credit card.

This is because companies work hard to show off their products’ excellent potential. They combine the factor of allure and intrigue, define the problem and solution, and make it seem like the purchase is a no-brainer.

And because more companies now focus on direct human interaction (via social media, live chats), we receive even more incentive to feel connected to these businesses.

Branding Starts From The Initial Startup

Think that branding only matters once you already establish your business? Think again! It’s a dangerous, rookie mistake to focus on your marketing efforts after you launch your company.

Your branding starts even before your official business plan. It begins in your primary brainstorming phase. It begins when you start envisioning how your company is going to be different (and better) than the existing competition.

Business owners must be able to define what they bring to the table. They must also be able to show their consumers that their company offers something fresh, new, and quite unlike anything else.

Not quite there yet? That’s okay. But take the time to really refine and distinguish the kind of image you want your company to portray.

And remember this: by trying to appeal to everyone, you end up appealing no one. Focus on honing in on your target demographic. Think about who they are and what they need the most, and let your plans unravel from there.

Final Thoughts On The Role of Branding and Human Behavior

All successful businesses know the nonnegotiable significance of good branding on human behavior. That said, budding entrepreneurs also need to make it a top priority in their business planning.

When shaping your brand, your company’s logo is one of the first places to start. Your logo is one of the first images a potential consumer sees- and it’s one of the first impressions they have of your business overall.

We’re here to help you make the perfect logo design. Get started today!

Amber Ooley
Amber Ooley
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