With a brand strategy grounded in neuroscience, you can create a brand that your customers would be willing to stand up for, let alone willing to pay a premium for.
Research shows that brands that are able to shape the identity of their customers, can sustainably grow business without having to spend a ton on marketing. There are three key elements:
1. Create Identity: When buyers make a buying decision, they choose to create an identity. For them, it is a way to express affiliation with what the brand stands for.
2. Find Conceptual Pathways: They try to find a conceptual pathway to get from point ‘A’ to point ‘B’ in their emotional journey. At its very core, they are looking to change the emotional state they are in.
3. Influence Behaviour: Once they have found the conceptual pathway to create an identity, the brand influences their behaviour. Loyal customers mimic the behaviour that the brand amplifies like a person would mimic a close friend. They are willing to stand up for the brand, because they think an attack on the brand is an attack on their identity.
As a result of heeding to these elements, a brand can actually spend less on marketing to grow the business faster. The key is to discover that people relate to brands like they relate to people. After all, wouldn’t you stand up for your friends whether or not they offered you any direct benefit?
© 2022 Stralent Brand Management. All rights reserved.
Let us know what you envision your brand to do for your business. You may include details like your business description, website, products and services offered, challenges faced and current goals. You’ll hear from us very soon.
Let us know what you envision your brand to do for your business. You may include details like your business description, website, products and services offered, challenges faced and current goals. You’ll hear from us very soon.
© 2022 Stralent Brand Management. All rights reserved.