As you go about tailoring your branding strategy to your ideal clients and their needs, it’s important to remember that your ideal clients are, in fact, human beings…with the human psychology to match. We all share a collection of basic needs and behaviour patterns, and tapping into them can propel your brand toward success.
Branding and your Ideal Client's Psychology
As you establish your marketing plan, you’re sure to run into plenty of sage advice about increasing conversions, shortening the sales funnel, and more. As you navigate through this plethora of information, try not to lose sight of the fact that you are branding your business in the interest of actual human beings, with real wants, needs, and emotions.
Understanding and catering to basic human psychology with your branding efforts will equate to a well-received brand that enjoys a higher level of loyalty than brands that negate the importance of human psychology.
Here are some of the psychology basics that How to Build a Brand believe are integral to creating a successful branding strategy:
- Stir emotions. Today’s consumers are motivated by emotion. They seek out purchases that hold the greatest potential to conjure the emotions they crave. Even if your ideal client cannot articulate what emotion he or she is seeking, your in-depth research of their behaviour patterns should reveal that emotion to you. Moreover, if you can elicit an emotion that escapes your client’s definition, but presses all the right buttons in their psyche, your brand gets bonus points. Coaxing that emotion to the surface will place your brand at the top of the pile, regardless of sticker price. This doesn’t negate the need for presenting facts that will appeal to your audience’s psyches; however, the stirring of emotion should be your first priority.
- There’s a reason that word-of-mouth advertising is coveted amongst brands: it’s the most transformational data your potential clients can receive. No other testimonial is more powerful than a full parking lot, a take-a-number serving line, or a raving review from a respected friend. Therefore, your branding strategy should include a plan for garnering as much of this social proof as possible. There is a piece of the human psyche that is fearful of trying new things, taking a leap…but if people can see – without effort – that others have gone before them and had a good experience, they will be more willing to jump on-board with your brand.
- Create an exclusive feel. Remember the first time you ordered a coffee from Starbucks? Were you hesitant about how to pronounce the names of drinks and their sizes? Were you confused about which was small and which was large? If you’re like most Starbucks customers, you were lost at first, but then listened to loyal customers order their drinks. You learned. Gradually, you became more comfortable. You joined ‘the club.’ This is a psychological tactic employed by some brands to create a feeling of ‘wanting to belong’ in those consumers who have not yet ‘joined the club.’ Not only does this spur action, it fosters client loyalty – two elements that are precious to brands.
- Offer value. Most consumers like to pay less, but they also usually do so with the understanding that they might get less. Our branding experts always recommend that your branding strategy focus on value-for-the-money rather than selling price alone. In most cases, a consumer prefers to get a great value more than he prefers to pay less for a lesser product. With this in mind, demonstrate value to your target audience. Compare and contrast; show them why your brand is well-worth the money…the best value around.
- Discourage procrastination. In this busy world we live in, procrastination is more prevalent than ever. There’s so much to do right now, that it’s easy to put things off until tomorrow, next week, or next month. When your branding strategy includes a plan for creating a sense of urgency in your ideal clients, you will witness an upswing in traffic. Dampen your audience’s urge to procrastinate by making limited-time offers, offering limited amounts of products, or letting them know that you can only take on a limited number of clients.
There is so much more to discuss. The topic of psychological branding is vast…nearly as vast as the human psyche itself. Surely, you have questions regarding the particular psychology of your ideal client, as well as how you can use it to tap into your brand’s greatest potential. How to Build a Brand is here to answer all of your questions and to guide to toward brand success. Contact us for more information.
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