8 Tips for Psychological Marketing Development
Many companies spend millions upon millions of dollars on their brand design and marketing development. Then, there are other companies whose entire branding development strategy involves just a few minutes of time. Whether a brand is a hit or not often depends more on the demographic than the brand itself. Marketing development has to be careful and conscientious, but there are other times when a brand design or a branding development strategy might be developed on-the-fly. Here are a few psychological tips that are frequently used when branding, however quickly or slowly it's done.
1. Start with Your Demographic's Values
What do people think about when they think about your brand? That's what your brand is associated with within your key demographic's mind, and that isn't something you want to change. After all, it's likely that you already invested a lot of time and money into getting that demographic to think about those words when they think about you. Use these values to inform how you move forward with your branding, but by the same token, don't feel too beholden to it.
2. Ask Yourself What Your Brand is Meant to Be
It's not always important that your audience know what your brand is. It can be more important than you know. Ask yourself about your mission and values, and make sure you have a clear idea of your brand's current identity. It may be that your brand abandoned its previous identity many years ago, but that you haven't had a company-wide change within that time.
3. Anchor Your Brand with Emotional Shortcuts
There are many emotional shortcuts in terms of branding. One of the most popular is color. Blue means calm. Red means urgency. When you use colors, you're creating a shortcut to someone's emotions and ensuring that they feel a certain way when they see your image. Commonly, logos for tech companies are blue. That is because blue is considered not only soothing but also trustworthy.
4. Test Your Brand with a Real Audience
The psychology of a theoretical individual can be very different from a real audience. Fill a room with real people and have them react to your brand. You may find that there are some unexpected associations, especially if there have been recent trends in the news that you haven't been privy to. Having real people means that you can forego any potential mistakes in methodology as well, such as displaying an old brand too readily near a new brand.
5. Try to be Different
If everyone is going minimalist, go complex. If everyone is going complex, go minimalist. Brand differentiation is key. It's not helpful if people remember your brand, but also confuse it with a dozen other brands that look very similar. Consider the craft beer explosion: Most people found many craft beers they like, but the brands were so similar many of them became interchangeable, and the branding was no longer effective.
6. Don't Obsess Over It
Yes, you can spend millions on a brand. But you can also scribble something on a napkin. While a brand logo is important, the mission is more important, as is the entire look and feel of the brand to your core demographics. Take the time to find a good brand, but don't obsess over whether it is the "best" brand. Best will always be subjective.
If you're looking into creating a new brand design or branding development strategy, it's a good idea to involve a professional. Marketing development cannot be trivialized, as it's more involved than many imagine. Contact Shaan Rais today to find out more about developing your company's new brand.