Understanding the psychology of brand loyalty is critical for your business to succeed now and into the future. Here are some of the ways you can use psychological principles to connect with your target audience.
Color psychology
It’s common knowledge that different colors inspire different emotions. While some of these feelings may be rooted in cultural influence, others are based in nature. We know that red can symbolize heat and anger, while green is associated with nature, growth and renewal. The most successful brands understand that color can communicate values, price ranges and even the type of customer a product’s meant for.
Capitalize on color psychology to connect with your customers. Consider what shades best support your logo, website and other branding initiatives. By keeping common associations of color and feeling in mind, you can make a powerful statement and send the right message to your audience.
Pattern recognition
Humans are naturally programmed to recognize and appreciate patterns. In the realm of branding psychology, the strongest brands are those that are consistent. Make sure you’re delivering the same experience with every interaction. That includes using the same tone, the same color palette, the same imagery and the same user experience. Consistency establishes trust, and trust lays the foundation for customer loyalty.
If you don’t show consistency, your audience can’t get attached to your brand. That even goes for brands that love being quirky, spontaneous and a little bit unpredictable. You shouldn’t run hot and cold in terms of your customer interactions and the look and feel of your brand. Promote consistency and create experience patterns your audience will remember.
Inclusion
Feeling part of the group is critical to a person’s wellbeing—psychologically, it’s good to feel part of something. An in-group isn’t as exclusive as it sounds and can be something as simple as people who share a common interest or identity.
What does inclusion have to do with branding? Inclusion helps establish who you are and what you stand for and deliver that message to your audience. If you sell a product or service that can be associated with a certain group, play up to your strengths and make sure your brand resonates with anyone who’s part of that group.
Psychology can connect you to your customers
Ultimately, people use feelings and values to make decisions regarding brand choices. It’s often not the superiority of a brand’s products or services that guide their choice. Marketers who focus on customers’ emotions and identities, rather than on the products they’re selling, have a much better chance of building brands that inspire trust and loyalty.
Harnessing the power of branding psychology involves not just knowing your customer, but knowing yourself as a brand. Feel like your brand could use some development or definition? Say hello to Spin Creative. We can help you create connections or build community with the people who will drive your brand forward.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
