Why do some people swear by Apple and others by Android? Why do people prefer aCaramel Ribbon Crunch Frappuccino from Starbucks on their way to work insteadof a simple espresso from a casual coffee shop? And why do we want Nikesneakers, even though they are hardly different from the cheaper competingmodel? Why do people stop making rational purchasing decisions when itcomes to certain brands?
First, it’s important to understand how we humans decide for or against apurchase. Do you think that you always make your purchasing decisionsrationally? That you always have a profound justification for each of yourpurchases? That you have perfectly weighed the cost-benefit ratio? We have todisappoint you. Far from it.
PurchasingDecisions Are Gut Feelings
Every decision you make takes a detour through your brain. Specifically, in thelimbic system, the part of the brain that processes emotions and is responsiblefor our instinctual behavior. The limbic system is one of the oldest structuresin our brain. It’s essentially what we would call instinct. But what does thispart of the brain have to do with our purchasing decisions?
A large part of our brain is busy with automated processes every day, not withconscious thinking. There’s a lot of emotional and little cognitive activity.Accordingly, 90% of our purchasing decisions are not made consciously, but aredriven by our subconscious. If you have a positive attitude towards a brand (ora product), the limbic system urges you to buy. Because it is programmed toreward us and make us happy. If you dislike a brand (or a product), the limbicsystem advises against a purchase. We humans perceive this as a classic gutfeeling.
Reaching Deepinto the Pocket for Louis Vuitton
The limbic system thus significantly influences our purchasing decision. Itensures that non-emotional factors such as price and functionalities recedeinto the background. Rather, our purchasing decisions are based on emotions andfeelings. Take Louis Vuitton as an example. You surely know the iconic bagswith the well-known ornaments of beige, round, four-leaf flowers on a brownbackground. The Parisian brand stands for pure luxury. From a purely rationalpoint of view, it makes no sense to spend 3,500 Swiss Francs on a bag. Becauseit can’t do more than the cheaper competing product from the brand Guess. Yetthe limbic system drives some people to dig deep into their pockets for LouisVuitton. Because LV gives us the feeling that we are trendy, iconic, stylish,and part of an exclusive community.
The Apple Doesn’t Fall Far from the Tree
Other major and successful brands have also understood how to skillfullyaddress the human limbic system. They have realized that they do notneed to sell us a product, but a feeling. An emotion.
Let’s take a brief look at Apple. TheAmerican tech giant has managed to captivate millions of loyal customers (orfans). But how?
Apple’s brand identity and marketing strategy have been instrumental inestablishing the company as a global leading brand. In its marketing campaigns,Apple has always highlighted the values of creativity, innovation, andindividuality. The company has built a community of loyal customers whoidentify with the brand’s philosophy and are proud to be part of the Appleecosystem. Apple thus sells not just iPhones or notebooks, but the feeling ofbeing innovative, creative, and individual, and belonging to a community. Orhave you ever seen people queuing up for a Nokia on the day of its launch?Think about it. Apple has managed to make consumers not think about the pricewhen buying an Apple product.
3 Effective Steps to Help You Develop Your Own Super-Brand
So how do you become a Brand Power House like Apple? Every successful brand isbuilt on the same concept. Strategic decisions and extensive definitions liebehind the formation of a brand — not gut feeling.
01 Define a Clear Brand Identity
Imagine waking up one day with no memories. You don’t know your name, nor whoyou are. But you have to go about your normal day. You have to talk to people,you have to go to work, you post on social media. If you don’t know who youare, you would have to constantly ask yourself: “Can I say that?”, “Does thisstatement reflect my core values?”, “Do I appear credible behaving this way?” Abit complicated and cumbersome, right?
The same applies to brands. If brands do not know who they are, theirpositioning and communication become very difficult. So, define a clear brandidentity.
There are various ways to develop brand identity. The brand steering wheel iscertainly one of the most used models. The model of the brand steering wheel isbased on the scientific finding that we store our knowledge in two differenthemispheres:
The left hemisphere of the brain is linguistically rational. Here, peopleremember tangible characteristics like facts, functionalities, and added value.The right hemisphere, on the other hand, focuses on visually emotionalcharacteristics like impressions, images, and the feeling one has towards abrand. The brand steering wheel was therefore adapted to the anatomy of ourbrain. The ‘hard facts’ are described on the left side, while the emotionallydriven ‘soft facts’ are manifested on the right side.
Brand Benefits
Here, you think about the benefit of your brand. What do you offer, and whatbenefit does your product or service provide?
Functional Benefit
It’s about the factual-functional benefit of your product orservice. If we take an iPhone as an example, the functional benefit is probablythat it can make phone calls, take photos, and send WhatsApp messages.
Psychosocial Benefit
Thepsychosocial benefit is a bit more abstract. It’sabout the feeling. Ask an iPhone user why they buy an iPhone, and they willprobably answer “Because Apple is the best brand” or “Because I know Apple just works.”
Brand Attributes
Every person has a character and certain peculiarities. Because, after all, noperson is the same. The same applies to brands.
Define the main characteristics of your brand. First, think about how yourbrand should be perceived and which target group you want to address.
Should your brand be more factual or emotional? Modern or traditional? Premiumor affordable? Quiet or loud? Strict or casual? Conservative or fancy? Dynamicor static? As an investment advisor, the appropriate attributes are probablymore towards premium and corporate instead of fancy and loud. If your brandoffers children’s toys, you should probably be more emotional and lively toeffectively address mothers, fathers, and children.
Brand Tonality
While the above-defined brand attributes are untouchable and reflect theidentity of your brand, the brand tonality is somewhat more flexible. Tonalitydescribes how your brand writes or speaks.
Let’s explain that briefly: You as a person have your character, values, and certainpeculiarities. Fundamentally changing your character is almost impossible. Theway you express yourself, however, is very dependent on the situation, right?For example, you speak in a professional and polite tone during a jobinterview, while you would choose a direct, cheeky tone with your friends.
The same applies to brands. So, you choose a more entertaining and funnytonality on Instagram and TikTok to better connect with your target group,while you choose an informative tone on your website.
Visual Identity
Here’s where it gets serious. Brand image or visual identity is the combinationof all graphic elements by which your brand can be identified. These include:
Logo
Colors
Fonts
Shapes & Patterns
Imagery
Interior Design
For your brand to appearcredible, the visual identity must be strictly linked to the brand attributes.A small example:
If a brand should reflect authority, professionalism, and conservatism, pinkwould probably be the wrong choice. Because it’svery important: The visual identity — i.e., thelogo, the color world, and the font — mustnecessarily reflect the defined brand attributes.
02 Communicate Consistently
A great brand is of no use if you are not visible. Communicate regularly andmost importantly: Be consistent across all channels and at all steps of thecustomer journey. Why?
Increase the Recognition of Your Brand If you communicate consistently acrossall channels, you automatically increase the likelihood that your brand willstay in people’s minds and be recognized. Thisstrengthens your brand awareness. People are creatures of habit and think inpatterns. If your brand is green, then blue, then red, people will never beable to remember your brand.
Build More Trust People rely on having a consistent experience every time theycontact your brand. This increases trust and loyalty.
Optimize Customer Retention Consistent brand experiences across varioustouchpoints contribute to customer satisfaction and retention. Satisfiedcustomers are more likely to become loyal customers who return and recommendthe brand. And maybe even become fans.
03Create a Unique Customer Experience
Now we come back to Apple. Sorry. Steve Jobs said:
“You’ve got to start with the Customer Experience and work back toward thetechnology, not the other way around.”
Apple’s strategy for customer experience is exceptional. And at every step ofthe customer journey. From the website, through the social media channels, tothe interior design of the Apple Stores and the products. It’s always aboutoffering a maximum customer experience. That is Apple’s supreme commandment.Have you ever noticed that you always get a personal consultant in the AppleStore? Or have you ever paid attention to how smoothly the lid of the iPhonepackaging can be pulled off? No coincidence. Customer Experience is the highestpriority.
Consider the following points for your own brand:
Know Yourself and Your Customers: Understand exactly what your target groupexpects from your brand and be aware of what your brand should reflect. Is itmore about speed and pragmatism or about perfection and professionalism?
Create a Customer Journey: Define all the points at which your customers comeinto contact with your brand and ensure that your brand appears consistentlythroughout. Start with inconspicuous things like your email signature,extending to your website, your store, or your office.
By doing this, you increase the trust in your brand and turn one-time customersinto repeat customers, and repeat customers into fans. A uniform and uniquecustomer experience is essential for the long-term success of your brand.
