Our brains aren’t always making an entirely conscious choice, in fact, the subconscious is the things that mainly drive us. And it all comes down to branding. There are many ways to get people to remember your brands, but some are more successful than others. What is the best way to make a brand stick in people’s memory, as well as encourage them to engage? Let me show you in this writing!
How is the subconsicous mind influenced by brands?
For many of us, a brand is merely a logo, or a typeface, and even the language used in copywriting. But it actually goes much deeper than that. Every company has a brand as consumers we’ll have a perception of that brand. In fact, as adults, we’ve already amassed an enormous library of brand perceptions.
Brand perceptions are developed over time through a lifetime of experiences with the company. This could be provided through direct usage and interaction in-store. It could also be indirectly spread like recommendations from friends and exposure to advertising. One of those experiences is through one’s brand memories.
Brands become embedded in the mind of the consumer. They help them make sense of the variety of products and services on a daily basis.
Some brand memories are explicit and accessible, so they can be easily recalled when a consumer thinks of a brand, while others are implicit and inaccessible. Memories, both explicit and implicit, are highly networked.
Another term relating to this is brand equity, which is positive, strong brand associations have memorable names of brands. From a perspective of neuromarketing, a brand is a concept in memory within a network of associations.
However, we should always update the brand so that the customers wouldn’t forget it. It’s for the reason that brand memories can be weakened over time through a marketing perspective.
We can update our brands in consumers’ minds in two ways:
- Through direct experience with the brand. Example: drinking a Red Bull
- By exposure to brand messaging. Example: viewing advertisements or talking about the brand with friends
In fact, experiences and exposures to marketing and advertising create and update the consumer’s expectations about the brand.
How to succeed in building new brands?
It may seem tricky for a new brand to stand out. To be clear, the concept should be different enough to capture attention but also link to positive emotional reactions. We can achieve this by showing how the product or service can solve consumers’ goals and needs more effectively than competitors.
It can be a time-consuming and expensive process – but try not to cut corners. It may work to copy a competing brand in the short-term but the majority of new brands (around 80%) don’t succeed unless they find a distinctive concept in the consumer’s mind.
To be successful in terms of marketing, brands should be aiming to move from novelty to familiarity and eventually to an established habit.
Those that achieve that level of success are consistent and satisfy associated established expectations, which have been built up over time and through experiences.
Follow my next writing about how to get people to remember your brand if you are questioning it!
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As well, don’t forget to try out this amazing app “Reprogam Subconscious Mind” to re-organize your mind and achieve success in life!