Heinz are just beans. Levi’s are just jeans. Tetley are just teabags. Yet we see consumers make a special effort to choose these brands over others time and time again. This is the true power of branding. It can infiltrate our minds, shape our perceptions and influence our purchasing decisions.
So why are these consumers willing to pay more for the same product as opposed to a cheaper alternative?
FIRST IMPRESSIONS
From the moment we first encounter a brand, our brain will start forming opinions. These first impressions are crucial because they will often determine whether we will choose to trust and engage with the brand. Think about it, if you see a polished and professional-looking logo, you are more likely to believe that the company is credible and will offer a high-quality service, so you will look into what they offer. Once that initial interest is sparked, you’re already in the first stage of the sales funnel.
Well-established brands recognise the importance of these first impressions and ensure that they solidify a positive brand image whether that’s through their marketing activities, shopfronts or actual products themselves.
Starbucks is a brand that has mastered the art of first impressions; the inviting shop design, the personalised experience of writing your name on the cup and the consistent quality of their coffee all contribute to a positive first impression. Not only does it show Starbucks as a cosy and welcoming place but it also emphasises their commitment to a premium coffee experience.
Did You Know?
Colours and shapes can influence our perceptions of a brand. For example, the colour red is often associated with excitement and energy which is why it’s used a lot in the food and beverage industry. At the same time, blue conveys trust and reliability which makes it a popular choice for financial institutions and tech companies. Shapes also play a role in how a brand is perceived. Curved lines and rounded shapes (the McDonald’s golden arches for example) evoke feelings of friendliness and approachability, while sharp lines and angles show strength and stability. Understanding these psychological triggers can make a massive difference in how a brand is perceived from before a customer has even had any real interaction with it.
PERSONAL IDENTITY
When consumers make choices about the brands they support, they’re also crafting an identity for themselves.
When they choose a specific top, phone, or shoe, they’re telling people who they are. For example, the brand personality surrounding Nike is high-performance; they’re not just selling athletic clothing, they’re selling a feeling of empowerment and achievement. Under Armour, however, is all about the underdog and sells the feeling of determination and motivation to be ‘more focused than anyone else’. So when a consumer makes a choice about which brand they’re going to wear to the gym that day, they’re also expressing their affiliation with sport (or in some cases, they just preferred the colour of the Nike top over the Under Armour).
Once the consumer has made that choice to support that brand, their relationship with the brand will deepen.
This also explains why people will defend brands, products or services when someone talks bad about them- because an attack on the brand is an attack on themselves.
Michael Platt, a professor of neuroscience, marketing and psychology, conducted research that demonstrated how our perception of brands influences our decisions. He notably covered an idea in marketing that consumers relate to brands in the same way that they relate to people. How many times have you heard someone say ‘I love that brand’ or ‘I hate that brand’? No matter how they feel about it, it has evoked an emotion that is usually associated with how we feel about other people.
To test this theory, Michael and his team observed the brain activity of iPhone users and Samsung users using an MRI machine while they heard good, bad and neutral news about the respective brands. Upon hearing news about Apple, iPhone users showed a brain empathy response that was the same as you would see in the way that they would respond to someone in their own family. Alternatively, Samsung users had neither a positive nor negative response when hearing news about Samsung, suggesting that Apple users had a stronger connection to their brand.
This coincides with statistics surrounding customer favourites in 2023 which uncovered that 93% of iPhone users say they were likely to stick with an iPhone when it’s time to upgrade, while just 77% of Samsung users reported their likely intention to stick with Samsung.
CONSISTENCY IS KEY
Have you ever noticed how the most successful brands are instantly recognisable, no matter where you encounter them? This is the result of consistent branding. Creating a cohesive experience across all touchpoints will help to establish a strong brand presence, building familiarity and trust and making it easier for consumers to identify and remember a brand.
Consistency doesn’t mean boring or repetitive. Instead, it’s about maintaining a consistent brand message and aesthetic while still allowing for flexibility and creativity.
Consider how often you check reviews before making a purchase or booking a service. Social proof plays a massive role in branding the consumer brain. When we see that others are endorsing or using a brand, we’re more likely to trust and choose that brand ourselves. That’s why testimonials, reviews and influencer partnerships are so effective in marketing.
SUBCONSCIOUS BRANDING
Not all branding efforts are over the top. In fact, some of the most powerful branding happens at a subconscious level. Our brains are constantly processing information, even when we don’t realise it. This is why subtle cues like background music, scent and packaging design can impact our perceptions and behaviours.
For example, the smell of fresh coffee in a café can create a warm and inviting atmosphere thus making it more likely that you will stay and make a purchase. Likewise, the texture and weight of a product’s packaging can influence how we perceive its quality. These subconscious signals work together to shape our overall impression of a brand.
So what can we learn from this? A well-established brand is going to build trust and credibility with your consumers which will make them more likely to choose your product or service over your competitors. This trust can then be translated into customer loyalty, encouraging repeat purchases and positive word-of-mouth. It will also help your offerings to stand out in a crowded market as you have a more distinct identity. Because of this, your products or services will be seen as higher quality or more reliable, leaving room for higher prices and more business.
If you want to see the results above, make sure to invest time and attention into your branding. And next time you find yourself reaching for that familiar logo, think about why…