The importance of branding cannot be underestimated. Despite a data gap, many brands are using neurobranding to win. Neuroscience is fast becoming an increasingly important tool to win the hearts, minds and wallets of customers.
In the B2C world, household names such as Ebay and Campbells have commissioned neuroscience specialists to determine how people respond to marketing stimuli; using the findings to increase the emotive pull of their brand and increase the chances of a successful campaign. But this doesn’t mean that you need revenue in the billions or millions to harness the power of neuroscience in your marketing.
Here, we analyse the ways in which neuroscience helps close the gap between your brand and your customers. Learn about the importance of branding and how neuroscience and branding, or neurobranding, adds value and refines your company’s brand strategy.
Prefer to discuss your brand strategy directly? Call 01565 632206 for a no obligation chat with a Think Beyond marketer.
The importance of branding – neurobranding in your brand strategy
Let’s start with the all important “why” behind neuroscience and brand strategies, aka neurobranding.
The decision making process is said to be made up of two systems. System 1 relates to the subsconscious; it is instinctive and emotional. System 2 is more logical and centres on an analytical approach.
It is precisely the system 1 brain that neurobranding seeks to understand; using techniques such as EEG or facial action coding to research and then influence the valence of emotions.
Everything from company logo to website layout; tone of voice to online/offline visuals and more is up for scrutiny under the neuroscience of branding. After all, no one wants to go through the expense of a rebrand only to witness a fall in sales as customers prefer the old logo or learn that the imagery from your online campaigns just doesn’t elicit a positive association. In short, neurobranding creates lean, efficient marketing that reduces budgetary waste.
Traditional research tools such as surveys, questionnaires and A/B testing don’t compare. They can suffer from bias whilst neuroscience gets to the heart of customer emotions. In this sense, neuroscience adds an extra layer of understanding. It increases positive emotional responses to your brand, protects your brand value and helps guide your brand identity.
Neurobranding applied to your brand
With 90% of buying decisions said to be made subconsciously, the importance of branding is clear. Furthermore, adapting your brand awareness strategies for system 1 makes a lot of sense. But what does your ‘neuro’ brand look like? Let’s take a look at 3 practical ways neuroscience can be applied to your brand to close the data gap:
Closing the gap on: colour
Think blue for a professional feel or red and yellow to elicit hunger. Your colour choice is incredibly important for brand identity and recognition, especially in crowded markets.
Closing the gap on: packaging
Just ask Campbells. The well-known soup manufacturer recently tapped into neuroscience and discovered that their customers prefered matte packaging to shiny.
Closing the gap on: font
Cognitive fluency is the name of the game here. Choose the wrong font and your customer’s unconscious brains have to work extra hard to process the information presented.
Read more about the applications of neuroscience in branding here.
Brand strategy support backed by science
Your brand is a science and with the right techniques, it is easily remembered, recalled and emotive. It needs the right data and tools to grow. Neurobranding helps to increase your brand equity, stand out from the competition and generates positive emotional association in your target persona(s).
Think Beyond is a marketing and business consultancy that delivers science-backed marketing solutions, specialising in applying neuroscience in marketing. Through our neurobranding strategy services we help B2C and B2B companies protect their brand value and build brand strategies that work. Our team includes doctors in neuroscience, giving us access to the latest in neurobranding and neuromarketing research and experimentation.
Contact Think Beyond
Recognise the importance of branding and get your neurobranding support by calling 01565 632206 or email sales@think-beyond.co.uk.
Additionally, you can book your brand audit by completing our quick contact form.
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