How psychology can help your brand stand out from the crowd

How psychology can help your brand stand out from the crowd

How psychology can help your brand stand out from the crowd

Brand Psychology

Have you been wondering about how you can make your business stand out and grow? You’re not alone. How can branding or, more specifically, brand psychology help you stand out?

If you understand what drives humans to take certain actions, you can begin to evaluate your brand with psychology in mind. What colours or fonts or words to use, and what not to use.

Here are five tips to help you stand out.

1 Colour Theory

Top brands leverage colour theory to shape our responses and persuade us to trust certain products. We all make a subconscious judgment about a product or company within 90 seconds and you may be surprised to know that the majority of your judgment is defined by colour alone. Investing in the design of a logo and branding that is recognisable based on colour, and the emotional response that elicits, is integral to modern branding. You can read more about what emotion each colour represents in this blog post. So think smart and make sure your brand colour aligns with your business values.

2 Brand Iconography

Symbols are a key component of design psychology. And after colour, an eye-catching symbol can reinforce a brand’s values and philosophy and potentially become iconic (such as Apple’s symbol). Nearly 20% of all logos are circular. In psychological terms, a circle conveys security or a sense of community. Squares, on the other hand, are viewed as solid or rigid. If your symbol is derived from your brand name, or it’s more abstract, it should still convey your brand values – Jaguar Cars’ leaping cat speaks of power and agility; Nike’s swoosh is affirmative and athletic.

3 Keep it personal

Personal connections are the foundation of successful branding. Smart businesses will recognise this and build relationships with their target audience, even creating communities around their brand and brand values to attract and retain customers. Humans are hard-wired to connect and relate to others. Converting customers into “raving fans” is often your best route to referrals and new business.

4 FOMO

FOMO stands for Fear Of Missing Out. It’s a tried and tested marketing strategy – 50% off – this offer ends soon – and they’re successful because humans don’t like to lose out on something. It’s also hard to give up something once you’ve had it! Think of all those online services that offer free trial periods. Once the trial ends, and the service has become a regular part of your toolkit, you don’t want to give it up. So you pay to keep it.

5 Tell a story

Your audience is constantly changing and evolving, and most people (especially millennials) don’t care as much about buying more things; they want to be inspired by a narrative. It is now even more important that your brand is centred on a story with core values that speak to your audience. Humans have a natural urge to connect with people, and our need to feel part of a larger narrative has never been so strong. We all want to be part of a tribe; we need to belong. What are you doing to create your tribe?

In conclusion

To stand out from the crowd your brand must have a strong identity that consumers can relate to. On a subconscious level, consumers remember feeling associated with a brand even if they do not remember the brand name or advert they have seen. It can take 5-7 impressions for people to remember your brand, but it starts and ends with what people think.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

The Power of the Rule of Three in Branding

The Power of the Rule of Three in Branding

The Power of the Rule of Three in Branding

Brand Love

Words or phrases in groups of three are ideal ways to communicate an idea – whether it’s a tagline with just 3 words or text grouped into 3 bullet points.

The human brain is more receptive to receiving information in groups of three because we are programmed to respond to patterns – and three is the smallest number of elements required to create a pattern.

We’re so used to it that we don’t even think about it. A history of learning (ABC, 1,2,3) and storytelling (Three Little Pigs, Goldilocks and the Three Bears, The Three Musketeers) has tuned our brains. It’s why the three-act structure is used in plays and movies (beginning, middle and end). We naturally divide content into three, such as: Gold, Silver, Bronze; Small, Medium, Large; Good, Better, Best.

So how can the Rule of Three be used to your advantage?

This familiarity with groups of three is harnessed to good affect in public information campaigns. We all know Stop, Look, Listen; Reuse Reduce Recycle; and, more recently, Catch it. Bin it. Kill It.

Breaking down a key brand message into just 3 components or just 3 words can give your brand a key advantage. Whether it is used in your marketing or as a tagline to a brand logo, three is the magic number. Think about it. How many of these do you know?

Just do it
Vorsprung durch Technik
Every little helps
Your Flexible Friend
Taste the difference
I’m Lovin’ It

Include the brand name for added emphasis

If you want your audience to remember your brand name, you might want to include it in your tagline. Adding repetition in word sounds or alliteration can elevate it even further.

Beanz Meanz Heinz
That’s Asda Price
Maybe it’s Maybelline

Think in threes

As a branding technique, the Rule of Three can be very powerful. All of the examples above are now embedded in our psyche, they’re synonymous with the brand. And that’s why many taglines are just 3 words. They’re memorable, reinforce the brand’s values, and immediately recall the brand to mind.

If you want to connect with your audience, if you want them to be engaged, and if you want them to remember you, think in threes.

Ready, Set, Go!

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

A brand review – what is it and why you might need one

A brand review – what is it and why you might need one

A brand review – what is it and why you might need one

Brand Review

Your brand isn’t just your logo – it’s the entire identity of your business. And if you’re not seeing the growth that you think you should, it could be that your business is struggling with a mistaken identity. That’s why it’s vital to regulary review your brand and ask yourself a few honest questions such as:

– Does your brand truly capture who you are?

– Is what you’re saying about yourself line up with what your customers are saying about you?

– Can your target market easily recognise your brand and identify with its values?

– Does your brand set your business apart enough from your competitors?

If you don’t know, or you’re not sure about any of these questions – then your identity could be having a severe impact on your business.

 

What is a Brand Review?

A Brand Review is an exploratory study that aims to understand your current brand’s effectiveness, evaluating your brand and combining a range of objective observations, factual data and marketing analysis to see how your brand aligns to its stated goals. It applies this data to the wider landscape, checking how the performance positions your business within the market.

A Brand Review will determine where you need to invest in your brand, and how much to invest. The goal is to save your company valuable time and unnecessary spending in the long term by making the changes you should make clear, right now.

 

The Brand Review process

A branding agency should cover these 4 keys areas in a Brand Review.

1. Consultation
The process starts by gathering information from a client about the current state of their business and establishing immediate and long-term goals. Using evidence from any existing marketing plans the agency identifies the mission, USP and positioning of the company. In doing this, they can compare the objectives of the business against the motives, likes and dislikes of the target market, thereby identifying the challenges the consumer faces and what your brand can promise them.

2. Evaluate the competition
In most cases, your business won’t be the only show in town. You may believe it offers the best in service, but the competition will believe they do too. A Brand Review looks at competitors and weighs up the potential implications of their branding and marketing – and, crucially, the impact that has on the client’s business.

3. Assess the effectiveness of the marketing assets
The agency will collect and critique everything from a company’s logo, business stationery, brochures and sales sheets to its online presence such as websites, email marketing campaigns, digital newsletters, social media profiles and content marketing strategies and ask:

– Is there consistency across all media?

– Do they answer to the brand values?

– How effectively does each piece target the core customer?

4. Identify opportunities for growth
Investing in a brand is about positioning the business in the best possible place, where the target audience can clearly see it and understand what benefits it can offer them. Overall, a Brand Review is designed to highlight the challenges a business is facing and provide its owners with potential areas for improvement – whether it’s making strategic adjustments to an existing brand to enhance its performance, or taking the opportunity to refresh the branding completely.

5. Define a direction for change
Change can be hard for any business owner, but sometimes the world shifts and forces a company to evolve with it. With a Brand Review, creative minds with decades of industry insight and design nouse can analyse your current brand offer and define not just where it sits right now, but where it could sit in the future – saving you time, money and effort in the long run.

 

Contact us if you would like to undertake a Brand Review.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

The basics of colour psychology

The basics of colour psychology

The basics of colour psychology

Colour psychology is the cornerstone of good design. What does your brand’s hue say about your business – and even you as its owner? In the first part of a series, design partner Alan Grant explains colour psychology and how it applies to every industry.

For a more in-depth look into specific colours and their perceived values, we have another blog post you might like to read here.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!

Five reasons your business should evolve during the pandemic

Five reasons your business should evolve during the pandemic

Five reasons your business should evolve during the pandemic

The current crisis could be the perfect time to rebrand your business

The coronavirus pandemic has touched us all in more ways than we ever could have imagined. From unprecedented restrictions on our freedom of movement to state-implemented economic intervention, it seems as though things may never truly go back to how they were at the start of 2020. Bizarrely, that makes it potentially the perfect time to rebrand and rethink your business. Hear us out.

As a society – one driven by business – we’ve learned a number of industry-altering lessons since the first UK lockdown started in March 2020. Sectors that seemed untouchable were suddenly rocked by uncertainty and brands we thought would stand the test of time reported losses their shareholders could never have seen coming. It’s a changed world for many businesses, who are either battling to survive under the severest of restrictions on their manufacturing, distribution and day-to-day operations, or enjoying a boom in popularity that’s already starting to attract competition.

In times like this, buzzwords like ‘pivot’ and ‘strategise’ start to infiltrate business columns and board meetings – but what does ‘pivoting’ actually look like when it comes to your brand? Should you strip away the old and wow customers with something new and shiny, hoping it’ll attract their attention away from competitors… or even just remind them you’re still around? Here are five big reasons this crisis could be the opportunity your business has been waiting for.

 

Embrace the uncertainty

Taking advantage of a seismic shift in market profitability and consumer behaviour is just good business sense – after all, how many opportunities do you get to roll out that long-gestating logo rebrand or key messaging whilst everyone’s attention is elsewhere?

Many businesses are busy making sure their assets are secure for the foreseeable, so a change in your branding and strategy could be welcomed rather than simply dismissed or copied. It’s a chance to make your mark on your own terms, rather than having your hand forced by a shift in an otherwise healthy market that has your team scrambling for solutions.

 

Your current customers matter

Brands live and die on the people who rely on them, so unless your business offers a service that’s been all but made obsolete by the coronavirus pandemic, someone somewhere still wants what you have to offer. That’s something to treasure, and a pivot in marketing or product strategy could make your current customers value you even more, as well as giving you the edge over your competitors.

Remember, innovation isn’t just about designing a new product or changing your branding: a new content strategy, showing how customers are using your product or service during the crisis and encouraging them to provide and share their content with the world, can increase your visibility and importance in the market without costing the earth.

 

A serious brand audit takes serious focus

When trade is steady, we often overlook those quietly important elements of our business. Perhaps you’re a business owner with the majority of staff on furlough – using this time for activities you might have long put off, or not even considered, can pay dividends. When was the last time you looked at your branding critically, checked in on the effectiveness of your website copy in generating new leads, or identified the weak points in your communications strategy?

These things may not matter to you right now, but they’re likely to become more glaring as time goes on, and the current situation could be the opportunity to focus on key issues that would otherwise take your attention away from demanding daily decisions.

 

The market landscape is changing apace

When something as unprecedented as the Covid-19 outbreak happens, it makes changes to our world that we’d never have considered. This is especially true for businesses offering a service that other businesses have realised they can pivot to offer when times are tough: see dine-in-only restaurants now offering hitherto-unavailable takeaway and delivery services, directly competing against urban takeout stalwarts whose menus often mimicked those of their rivals precisely because they knew these businesses didn’t offer anything other than seated service. After all, catering for delivery services is inconvenient and costly when you’re running a restaurant, but easy when your venue is closed and you’ve got a series of fully-operational kitchens and staff who are used to getting meals out at speed.

When the market demands a change, businesses are the ones that need to respond. If not, it’s virtually guaranteed that another business will launch or rebrand to take the consumer demand from right in front of you.

 

You might not have a choice

Business is hard, and life is frequently unfair – just ask some of the small businesses who’ve seen their niche sectors infiltrated by bigger brands with more funding who have the capability and clout to take it from them.

The kind of crisis we’re in can show up certain market demands we always knew were there, but never truly appreciated: see the sudden dependency on the oft-overlooked delivery sector, which now tackles the high demands of both retail and commercial customers under scrutiny it’s never experienced before.

Taking the time to look at your business and understand where it’s going can prompt a determination to refocus that’s never been harder to ignore. Now more than ever, responding to market trends – such as recognising certain essential or on-trend products you could potentially offer, or identifying how your brand’s visual identity has drifted away from its core values or needs of its primary customer base  – puts you in a greater position of power… not just for the short term, but once this current state of global upheaval has settled into something we can all agree is the ‘new normal’.

 

Thinking about your brand in a new way this year?

Think! Associates is offering a Brand Review to businesses who are reassessing their market position in light of the Coronavirus pandemic. A Brand Review aims to understand the effectiveness of your business by combining a range of objective observations, factual data and marketing analysis.

Your Brand Review will show how your brand aligns to its key goals and determine where, when and how much you need to invest in your brand – saving you valuable time and money, and establishing long-term changes to put into practice right now.

Ready to explore the possibilities of your business? Get in touch today to find out what happens next.

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

Think! Associates Limited
Victoria House, Victoria Street, Taunton TA1 3FZ
+44 (0)1823 423212
studio@thinkassociates.co.uk

© Think! Design Associates Ltd

Website designed by us, naturally!

© Think! Design Associates Ltd

Website designed by us, naturally!