Emotional Brand Positioning
In practice, brand positioning and communication often is often all about the product or the USP. However, this type of brand communication does not reach the target audience because it does not trigger emotions and it is not inspiring enough. The limbic system in the brain – responsible for the unconscious perception, evaluation and triggering of behavior – is not addressed in this way.
95% of all decisions are made unconsciously – even purchase decisions. Various consumer behavior and brain research studies have already shown that the emotional enhancement of a brand is not achieved through rational derivation. Because human behavior is controlled by emotions – by communication that stimulates the limbic system: People don’t buy what companies do, but WHY companies exist. Studies have even shown that clear emotional positioning has an effect in people similar to that of religion.
The basic motives and the authentic culture is the true corporate identity. This is where companies differ from each other – in people who share a belief and values in a company.
We support companies in sharpening their emotional brand positioning and adopting a clear positioning that unconsciously addresses the relevant target group (psychometric profiles) in their limbic system.
The emotional WHY positioning should then also be adequately implemented in the brand communication. In practice, this gap of the correct sensory implementation of the emotional brand positioning can often be observed.
People “tick” differently and perceive communication differently through their senses. Language, images, stories, music etc. are all codes in sensor technology and people decode within milliseconds in the brain based on their motives, experiences and attitudes.
We support companies and their advertising agencies in finding out their emotional WHY and then implement it adequately in the sensory codes of communication according to the target group.
Measurement of emotions – neuronal empirical survey
Communication, product design, packaging as well as POS design (colors, furnishings, music, staff etc.) are all sensory codes that people perceive and unconsciously decode. These touchpoints should be designed according to the core brand and stimulate the appropriate motives of the target group (psychometric profiles).
Since all categories tend to involve a lot of budget investments, a deep dive in the review of emotional stimulation is very useful.
BrandMind uses the following neuronal measurement methods:
- Pulse measurement,
- EEG (electroencephalography) and, if required, also
- fMRI (functional magnetic resonance imaging)
These measurement methods provide information about the inner emotional state of excitement. Unlike eye tracking, which “only” measures attention. In individual cases, however, this method can be used especially for marketing activities, e.g. Newsletter Design.
BrandMind uses these measurement methods in combination with psychological in-depth interviews when it comes to identify motivators and fear factors for certain product characteristics in order to compare the explicit statements with the emotional state of excitement.
Sensory Touchpoint Management
The biggest challenge in practice is the correct implementation of the emotional brand positioning and the matching to the motives of the main psychometric target group.
The correct coding in communication, products, point of sale and sales is often implemented to the best of our knowledge and belief.
However, this step is essential, so that consumers perceive the same unconscious codes at every customer contact point and thus have the same customer experience everywhere and the brand message really reaches the consumer unconsciously.
The following codes are relevant in the various disciplines of design:
- Marketing: colors, shapes, surfaces, haptics, music, storytelling, protagonists, lighting conditions for video & content ads, newsletters, direct mailings, flyers and giveaways
- Product development: product features / features and name, feel, colors, shapes, sounds, taste, fragrances
- Point of Sale (POS): interior design, colors, shapes, music, scents, lighting conditions, personnel
Based on the unconscious, multisensory perception of human beings, information is conveyed within milliseconds before one has dealt with the matter in depth. For example, the interior design in combination with the colors and shapes can indicate the quality of the service staff or the haptics and shape of the packaging of a beverage can indicate the quality of the taste.
Sales: The direct sales contact is the one with the highest impact on customer experience. Both customer service and personal sales can be trained on the psychometric profiles. How can the salesperson recognize within a few minutes what kind of personality is on the phone or in a personal conversation?
BrandMind trains salespeople to pay attention to posture, tonality, facial expressions, language and other behaviors as well as which personality types has which character traits and which kind of communication connects best with them.