A brand and its customers have a special relationship that needs to be nurtured. There are several ways to build this relationship, but perhaps the most effective way is to approach it from a psychological perspective.
A company or small business needs to take the power of branding seriously, especially if they intend to compete in today’s market. Good branding will not only give the small business more recognition, but it also helps connect customers to the company.
Take Apple, for example. The branding power behind the Apple logo is so strong that 76 percent of all Apple customers will replace their iPhones with another iPhone. This type of brand loyalty is the reason why all small businesses need to focus on creating a strong cohesive brand.
One crucial step is choosing the right coloring. Because people tend to not respond well to a brand with an overwhelming number of colors, it is important to stick to one to three for your brand as a whole.
But a brand and it’s logo is more than just about the color, it’s also about the psychology behind those colors. White, for example, usually represents cleanliness and precision. Black is usually associated with power, superiority, and sophistication. Blue is a good color for those attempting to instill feelings of serenity or safety.
The name that a company chooses for their brand is crucial as well. Most people want to hear a word that sounds expensive, mixed with simpler words. This helps the customer feel like they are making a smarter choice by choosing the brand with sophistication.
Another aspect about branding that needs to be addressed is how it will encourage people to feel like they belong to something. The key here is to design a logo that might look simple but still has the potential to invoke a strong sense of belonging. The Apple logo is just an image of an Apple with a bite taken out of it. To some people, it’s simply an Apple, but to those who love Apple products, it means something else. Create an image that is easy to remember and helps to establish a sense of exclusiveness amongst those who take a liking to the company.
To unravel marketing strategies on how to enhance your brand’s image perception, University of Southern California’s Online Master of Science in Applied Psychology program compiled below infographic for your reading pleasure. Take a look and share your thoughts in the comments section!