It’s easy to think of branding as simply pasting your logo across every business-related object and digital asset. As attractively straightforward as that sounds (and as easy as that would make my job), it’s far from the reality – or the reality of what truly builds brands.
What branding really hinges on is creating emotions that generate action in consumers.
We know that purchasing decisions are a hugely emotional thing. Research shows that 90% of human decision-making comes from the emotional part of the brain. It sounds counter-intuitive, but even when we’re being analytical about product features, comparing price-points and customer reviews, the science shows that ultimately our decision making still boils down to emotion.
Branding simply cannot be successful with just a logo. It hinges on creating emotional connections.
Successful branding relies on insights into human perceptions, psyche, motivations, emotions and assumptions. Knowing how and why consumers find out about your brand, feel connected to your brand, and ultimately purchase from your brand is the critical information that turns art into a money-making powerhouse.
Understanding all of this in relation to your brand’s target market and competitors is what generates consistent sales.
This brings us back to your logo. To elicit the emotional connections that drive sales, a logo is simply not enough.
There needs to be a powerful, impactful experience that connects your consumers with your brand. Generating a sense of enjoyment, belonging, optimism, excitement or motivation through brand experiences is the true work of a brand designer.
It’s time to think about your overall consumer experience.
Being intentional and up-levelling each consumer touch-point is what will up-lift your consumer’s brand experience.
Think about how your packaging could be more clever, exciting or interesting.
Consider how you could utilise campaign videography that elicit strong emotional responses.
The festive season is the perfect time to think about creative client gifting, or unexpected customer freebies.
Be thoughtful about your customer service, even down to the kind of language you use, you are creating brand experiences.
Be intentional about what those brand experiences are. This is branding.
