Your branding can determine what people think of you and how they engage. Brand psychology encompasses how your brand makes people feel and act. So, getting it right is essential.
Understanding what influences behaviour, such as emotions, beliefs, and attitudes, and how they relate to branding strategies, is the first step in utilising the psychological factors of your target audience. A strong brand can evoke powerful emotions and drive people to take action.
Graphic Design
One crucial element of brand psychology is in your graphic design. A brand’s visual identity, such as its logo, brand colours, and typography, can influence audiences’ perceptions and emotions. For example, research has shown that the colour blue is associated with trust and dependability, making it a popular choice for financial institutions and healthcare brands. On the other hand, red is often used to create a sense of urgency and excitement, making it the go to for sale promotions and food brands.
Equally, imagery dictates how your organisation is presenting itself. Opting for symbols, images, and graphics that clearly convey your message, without overcomplicating things, will likely appeal to your audience. Psychologically, people respond better to simple and clear graphics, rather than those that are intricate, detailed, and all in all, complex. Tell your audience who you are and what you stand for quickly and clearly through your brand visuals.
Copy
Copywriting is another critical component of branding that can impact an audience’s psychological perceptions. The language and tone an organisation uses in its messaging can evoke emotions and convey its values and personality. Communicating in a style that accurately reflects your goals is vital in presenting yourself in the right way. For example, a brand that uses humour in its messaging can create a sense of approachability and relatability, while a brand that uses a more serious tone can convey authority and professionalism.
Pinpoint your brand voice and the tone of voice you want to adopt across all mediums. Including on your website, in your social posts, and in your advertisements. Decide what makes you, you, and stick with it to keep synergy. By adopting one clear voice, your audience will perceive you as that voice and therefore feel as though they know you and can trust you.
Branding that incites Behaviour Change
Branding can incite change in people’s behaviour. You have the power to adjust their thinking and influence them to act. For instance, a brand that positions itself as environmentally conscious can encourage its audience to make more sustainable choices. Similarly, a brand that emphasises health and wellness can inspire people to adopt healthier lifestyles. By creating a strong brand identity and messaging that resonates with its target audience, an organisation can influence its audience to come along with them on the journey to change.
Don’t underestimate the power of brand psychology. By leveraging graphic design, copywriting, and branding strategies, organisations can create a strong brand identity that resonates with their target audience and incites changes in their behaviour. Understanding the psychological factors that drive behaviour is crucial for building a successful brand and creating long-lasting brand loyalty.
Have a helping hand from the experts in getting your brand behaviour change ready. We’d be happy to take you through a full brand workshop where you can explore the opportunities to optimise your branding to tap into the science behind brand psychology and incite positive change.
Find out more and book a brand workshop with us HERE.
