The Psychology Of Branding: How To Create A Memorable Brand
Branding is more than just a logo or catchy slogan; it’s about pulling the metaphorical heart strings and creating a lasting emotional impact. Trailblazing brands tap into psychology to connect with their audiences on a deeper level, ensuring they not only stand out amongst the noise but also at the mental forefront of customer’s minds.
Our first blog for THE EDIT explores how the calculated use of colour, fonts, and messaging influences consumer perception, and how your brand can harness these elements to build meaningful connections.
The Power of Colours in Branding
The Power of Colours in Branding lies in its ability to evoke emotions, communicate messages, shape perceptions, and influence purchasing decisions.
Since people form opinions about products or companies within seconds, the right color palette can reinforce a brand's identity, attract attention, and leave a lasting impression.
TOP 3 TIPS WHEN APPLYING THE PSYCHOLOGY OF COLOUR:
Gather insights around the psychology of colour: in a traditional sense (blue = calm, red = energy, yellow = optimism and so on). Double-down on what feeling you want around your brand and refine your colours from there.
Colour associations vary across cultures: While certain colors have universal meanings, their significance may vary across cultures. For example: white symbolises purity in Western cultures but can represent mourning in parts of Asia. Be mindful of this and consider your demographics when tossing up different colours.
Know your audience: Use colours that resonate with your target demographic, this may stray from personal preferences but it’s important to consider what your end-buyer will lean into more.
The Impact of Fonts on Brand Perception
Fonts on Brand Perception is pivotal, as typography helps convey a brand's personality, tone, and values. Fonts influence how customers interpret a brand’s message, build trust, and create emotional connections. Just as colours evoke specific feelings, the right choice of typography ensures that a brand communicates its essence effectively.
TOP 3 TIPS WHEN APPLYING CONSIDERING THE IMPACT OF FONTS:
Emotional Impact of Fonts: round vs. sharp , cursive vs. non-cursive. All options have a significant impact on the customer's emotive response. Consider your target demographic & brand positioning and what style of font would align best.
Font Consistency: Once you take the leap and land on a designated brand font, it’s even more important to ensure this is rolled-out consistently across all brand & marketing collateral. This will continuously help reinforce brand identity and mental recall.
Legibility & User Experience: Even the most stylish font loses impact if it's unreadable. Ensuring legibility enhances the customer’s experience and reduces friction, especially in digital environments.
Crafting Brand Messaging That Sticks
Crafting Brand Messaging That Sticks is essential for making your brand memorable, relevant, and compelling. Effective messaging creates emotional connections, communicates your brand’s value clearly, and builds trust with your audience.
TOP 3 TIPS WHEN CRAFTING MESSAGING THAT STICKS:
Understand Your Brand Values: What’s your mission? Future Vision? Core Values and USP? These are all the components you need to flesh out before crafting a distinct brand voice.
Know Your Audience: Pain points, emotional triggers, demographics all play a part in how a tone of voice is received. Ensure the communication style you opt for aligns & resonates with your target customer.
Identify Your Tone of Voice & Stick To It: Consistency is key, if your tone of voice isn’t adopted repeatedly over multiple touch-points, consumer familiarity will suffer. Consistency over a period of time will mean your end consumer will mentally allocate a distinct tone of voice to your brand & your brand only.
The Science of First Impressions in Branding
Psychologically, people form impressions within milliseconds of interacting with a brand. Whether it's a website, logo, or ad, those initial moments matter.
TOP 3 QUESTIONS TO ASK YOURSELF TO NAILS THAT FIRST IMPRESSION:
Does my logo communicate what my brand is about?
Is my website clean, easy to navigate, and aligned with the brand?
Are social media posts visually consistent with the rest of the brand identity?
Check back next week for more THE EDIT features, deep-dives, interviews, and so much more!
