The basic definition of Neuro-Branding is the application of neuroscience insights to influence customer decision making to drive business.
This does have a certain logic to it, in so much as, if you can understand your customers decision making process, then it naturally
follows that you can design bespoke strategies to positively influence customer decisions.
It’s quite simple when you think about it logically. Yet keep in mind that every person is unique and we all demonstrate individual behaviours.
This is where the ‘neuro’ part of ‘neuro business’ comes into its own. Applying the tools of science and the understanding of human mental strategies, habits and behaviours can help you harness the full potential of your business.
Appeal to the Senses
Bearing in mind that we all respond to certain cues the same way Neuro-Marketing/Branding leverages this common reaction to influence customer decisions and build brand loyalty. From a neuroscience perspective you need to activate many parts of the brain to ensure your message is top of mind for your buyers. The simplest way is to ensure you’ve covered the five senses in all that
you do. The more emotional triggers you can activate during your campaign the greater your customer feels connected to you and your product.
Feeling Your Way
Customers will only buy if there is a real need. It’s your job to find out what that need is. Your customers may feel that they want more,
are missing out, are not able to live without your product or it simply helps them fix a problem. Invest in good research that will actively stimulate your customers amygdala to find out exactly what their needs are. Once you have the answer, position your product to fill that need by demonstrating the value your product provides.
Touch Customers Emotional Memory
Scientists have shown that memory-based decision making lies firmly in the hands of the hippocampus, working in conjunction with the prefrontal cortex and amygdala. Together these brain regions are responsible for triggering the emotions. Our brain is
highly stimulated by content that appeals directly to our situation. i.e. An app that makes your kids smarter will appeal to parents that want their children to succeed academically. Activate your customers emotional memory to link your product to their feelings in a real and familiar way by making a direct connection.
Smell & Sound
Using emotions to
change behavioral responses is used regularly in treatments such as counselling
and psychology. As memory is so closely linked to emotions, by triggering emotional
memories of smells and sounds you help customers create a picture of what need
your product fulfils. Do this by investing in quality content driven marketing to
stimulate cognitive processes that direct goal-directed behavior and decision
making in your customers.
A Picture is Worth a 1000 Words
They say a picture is worth 1000 words so be careful to select an appropriate visual representation of your product in action. The reason why visuals work is because only one part of the brain is activated ensuring focus on the topic at hand. In this way you are helping customers understand what you are saying whilst limiting words and saving time.
Good branding and marketing will effectively stimulate mental triggers, emotions and experiences to lead your customers to make a buying decision. Science may not be able to explain the exact mechanisms of the process just yet but with the advancement of new techniques and processes, they will soon have a methodology for sales that comes from science. Until then continue to focus on customers as individuals because no brain thinks alike.
The Role of Emotions in Marketing
- Aaker,David A. , Douglas M. Stayman, and Richard Vezina. 1988. “Identifying Feelings Elicited by Advertising”. Psychology & Marketing 5 (Spring): 1-16.
- Aaker,David A. , Douglas M. Stayman, and Michael R. Hagerty. 1986. “Warmth in Advertising: Measurement, Impact and Sequence Effects”. Journal of Consumer Research 12 (March): 365-381