Brands, Perceptions and Science
Why do brands matter? Why do individual’s perceptions of brands matter? Why would Cheetos hire neuromarketers to run experiments to see how people’s brains responded to their products? Did you catch that new profession? It’s a new industry, called neuromarketing!
There have been many studies that demonstrate the strong impact brand perception has on buyers. Whether we like it or not, our brains work in a way that involves a bias. These biases are hard to overcome. The trick is to identify anything in your brand that could alienate people and cause them to reject the products our services your company provides.
One study was done to show just how very hard it was to break a bias or perception. This was a famous test called the Stroop Effect, where people had to say what color the font was. They were shown the word red that was presented in a blue font. The word blue was then presented in a green font. This same procedure was repeated with additional words. The researchers found that despite the fact that you identified a color as being red or blue, the fact that the color was displayed using a different color, it was very hard to process. You can take the test here, for fun.
The Stroop Effect and other similar tests have important implications for your business. They tell us that our visual portrayals of our business are vital to our business success. That simplistic apple that looks half cored represents in the minds of millions of people technological innovation and superior service. Apple’s branding is delight, surprise, love and compassion.
Branding is the continual pursuit of the message in words, pictures, and action of all those aspects of a company we want our clients to be aware of. As Henry Ford puts it: ”A man who stops advertising to save money is like a man who stops the clock to save time.” These days there are so many ways to get your message out.
What brings on these feelings of value from a customer. Color is one influential factor. What do colors do? Actually, they are so powerful they affect the areas of our brains that secrete certain hormones. Red is so powerful a color that research has show that viewing it actually speeds up your heart.
Do you want people to get excited when they see your brand? You might try using red, like Target and McDonald’s.
Everything in a logo says something about your brand. Is it curvy or angular? How conservative? How stylish? Logos can show the character of your company.
It all says something. It all provokes a feeling. Those perceptions really do matter.