The psychology of branding
Are you happy with your brand design?
Branding is an important part of the marketing process, but it can be tricky to get right.
Whether you’re building a new brand or considering rebranding, it’s always a smart idea to have a clear understanding of the intended outcomes and benefits to ensure success. Too often brand initiatives are delegated to the marketing team without the involvement and clear expectations of leadership, employees and key stakeholders. Other times, the very idea of branding is reduced to a new logo or ad campaign with the expectation of delivering some economic value and that’s what gets many marketers in serious trouble.
True brand vision, strategy and best practices embrace a company’s business objectives and specific desired outcomes. This process also takes in account the role and involvement of the entire organization and its ecosystem, so it’s critical that all parties understand why they are making the investment, what it means to them and most importantly, how it’s going to help move the business forward.
Almost without exception, when we engage in a business branding assignment the client will ask us: “How can we prove that our new branding is working? How do we measure success?
Examples of Psychology in Branding
The use of color is an interesting strategy that is often used by marketers to increase brand appeal. Different colors tend to represent different ideas so products must be designed with these in mind. What people see will determine how they feel about the brand’s personality. Make sure that their perception aligns with what the business wants to convey.
Words must also be chosen carefully. Product names often go through rigorous consultations before they are finalized. Consumers tend to go for names which sound more expensive than the competition. If they read something plain, then they are likely to look elsewhere. They make value judgments based on their perception of sophistication.
Another example is crafting a sense of belonging and achievement. Brands can identify themselves as belonging to a certain social categorization such as the youth. Loyalty is fostered by telling the target consumers that the brand is on their side as opposed to their competitors.
The Loyalty Pay Off
Apple, is rated as #1 in its respective categories according to the Customer Loyalty Engagement Index. Their branding strategies merit study to see how all of the concepts work in practice. For instance, Apple’s use of colors is quite consistent with white dominating the palette. This evokes cleanliness, simplicity and elegance. Their products have also become symbols of luxury and advanced technology. While there is no shortage of critics, the general public seems to buy this image. The vast majority of Apple customers are replacing their iPhone with another one from the same line. They can’t imagine using a different phone.
Tips for Brand Marketers
Actions speak louder than words. Therefore, be mindful of what the brand does because these will leave a bigger impact on the minds of people than any of the words they hear. It values should be reflected in its actions. Any disconnect will be perceived as a lack of sincerity.
Brands should speak for themselves through interactions with customers. This is now expected in the age of social media. When people have inquiries and complaints, they want to speak directly to a brand representative to set things straight. Quick action is required to mitigate problems and turn irritation into satisfaction.
At A2dd Branding & Digital Marketing, we work with private practices and mental health organizations nationwide to connect patients with the care they need across all service lines. Our mental health marketing services packages are specifically designed to interact with consumers at their moment of need, inform them of the need for care and inspire them to take the appropriate action.
We also know that capacity in mental health services can be challenging, and we align our proposed strategies to the population health aspect of raising awareness and education around these issues.
Our integrated suite of mental health digital marketing services include:
- Brand design and brand development—Your brand needs to permeate your entire organization. When your organization is clear on the brand and can deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty among your customer base.
- Web / UX & UI Design—We offer prototyping, branding, UI (User interface) and UX (user experience) design for web and mobile products. Our approach is simple: we focus on how actual people will use our products.
- Paid search campaigns—cost-effective targeting and turnkey execution of mental health marketing campaigns to connect people most urgently seeking help
- Social media marketing—precision targeting on Facebook and Instagram that educates and engages your target audience
- Unique landing pages—highly targeted with strategic, clear and conversion-focused content and calls to action that remove the guesswork from getting help
- Reporting and optimization—real-time access to analytics dashboards, plus regular reporting discussions to drive ongoing campaign optimizations.As a leading agency for mental health marketing services, we’re here to help guide your community to better health and grow volume for these essential services.
Step-by-step learn how to make great branding and
digital marketing strategies for your small business.
Digital Marketing for Mental Health Agencies and Therapists
EVERY BUSINESS NEEDS A MARKETING STRATEGY
Step-by-step learn how to make great branding and digital marketing strategies for your small business.
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The internet is the most widely used means of communication today.
This is why it is used with frequency compared with any other form of outreach. When you are planning marketing your practice, you need to consider the internet as a potential medium for reaching out to a huge audience. You can make use of blogs, Twitter, Facebook and any other social networking sites to sell your services.
Hi, I'm Daniel
A2dd Founder - Marketing Consultant
Senior art director, visual artist, marketing consultant and founder of A2dd Branding & Digital Marketing based in St. Petersburg, Fl.
What People Say
Daniel and his team are absolutely fantastic. I could not recommend someone higher to take care of your website and digital marketing needs.
A2dd Branding and Daniel specifically, are absolute life changers! Daniel was so helpful and present throughout the entire building of my new website. He listened and took all my ideas and needs and created such a beautiful site. I highly recommend A2dd to anyone needing branding and marketing services.
If content is king, then conversion is queen.
~ John Munsell