“We are not machines of thinking that feel, we are machines of feeling that think”

 

WHAT NEUROBRADING?
Neurobranding is an advanced discipline that studies the merger between brand management and neuroscientific methods to understand consumer behavior in relation to brands and their markets.

The purpose of Neurobranding is to understand consumer behavior in the context of decision making during their buying journey: how the consumer perceives the brand, what the reactions are based on that perception and how it affects the performance of the company. It is not about subliminal programming or “brainwashing” to take the power of consumer´s decision  or choice, but rather to understand HOW and WHY they a product or service.

WE BUY BECAUSE WE WANT A REWARD AND BECAUSE WE HAVE MEMORY

The strength of a brand is related to its ability to create memory in people’s minds through experiences that create emotional connections. Neurobranding makes it possible to guide companies in the process of building brand memory in the mind of the consumer.

We consume and buy to get an extra reward. The product or service is not the reward itself! What we really seek is to get recognition from another human being. We buy and consume to be loved. We fill our psychological needs with brands.

Moreover, the human being constructs the image of a brand from a processes that happens in our brain: therefore, companies (regardless of their size) must design and implement the means to build a brand image that is capable of living in the people’s minds in a sustainable and coherent way. That is why it is said that the brand must links and creates a memory with consumers. And it is also this memory and this bond that will help a company and a brand to differentiate and stand out from others in the market. Winers will be the ones that generate this link, connection and that will be in consumer memory, sale outocomes are a consequence, result of this experience, this bond, from the memory.

Let me give you an example: a few days ago I was at home with no will to cook – which I like to do and is a hobby – and I decided to go to a fast food store to buy a sandwich and throw me on the sofa at home seeing a good show marathon (considering the weather in São Paulo city was rainny and cold). I called a Uber and we went through the drive thru to order my meal.  The young boyt in the cabin followed the standards questions and procedures of any other else. But the way he spoke, the joy and sympathy in the voice, the efficiency and care he had were out of the ordinary. So I asked his name and called the manager to say how amazing he was – by the way his name is Adonis (and for those who do not know me I have very bad memory for names) The brand of the store is known worldwide, so that was not the issue. But in my head Adonis became a reference of a good service, even in large companies with “standard” processes in place. You certainly remember a store or a professional that stood out and stayed in your memory not because he or she had more knowledge or because the service ou product were very different from the others, but because the service, the way, the care or some other element made you connect with the situation and she or he, until today is “stuck” in your brain.

 

TRUST

Our brain learns constantly and categorizes, puts in boxes what it grasps, whether something is positive or negative. And this occurs not in the rational part of our brin, but at subconscious level. Every interaction and encounter with the brand is part of building trust. The perception of a brand comes not only from our own experiences, but also from how it is seen by trusted people, the press and community, that is, what it communicates to others also influences our perception, our experience.

The stimuli sent by brands are being accumulated and registered in our brain, and only then it (the brain and ourservles) decides whether the brand is reliable or not. Therefore, there must be consistent work being done at all points of contact, at every single experience, communication, engagement. Customer-brand interaction has been consolidated over the years.

Mass-consumed brands have more confidence only because they are seen in everyday life, which has advantages over new brands. Another important point to consider is that consumers are more likely to accept a product when it comes from a trusted brand.

As consumers, we make choices without understanding their foundations. As marketers, we sell brands and products without understanding how to truly connect with people. But consumers may not understand their own intentions, but they are very clear about the intentions of companies trying to sell things. It’s not just what you sell, it’s what you stand for. Companies that are ruthlessly focused on just the gains will be left out.

 

IN PRACTICE

There are 3 drivers (claimers) regarding the brand and its connection with people:

RELEVANCE:

  • The more relevant your branding efforts are, the more likely your branding will be chosen.
  • Purposeful brands trigger the reward system in the brain (dopamine), which strongly influences our behavior.
  • Marks that are not distinctive tend to repress the others in the battle for consciousness.
    Just being exceptionally relevant to become a favorite.

COHERENCE

  • The more branding efforts are coordinated by time and space, the greater the opportunity for your brand to be chosen.
  • Consistent visual identity means repetition of a similar message over the years and at all points of contact.
  • When the brain cells repeatedly communicate with others, this communication becomes more efficient.
  • Consistency makes it easier for the brain to regain the mark and thus more likely to win the battle of conscience.

CONNECTION

  • The more interactive the branding environment created for the customer experience, the more likely it is that the brand will be selected by the brain algorithm.
  • The brain forms numerous new connection cells in response to interactive environments, enhancing the memorability of a brand.
  • Creating Brand Experience by exploring the senses and interactivity will lead to greater consumer participation and opportunities for emotional connections with the brand to win the battle in the mind.

Briefly, businesses or companies, be they individual, family, small, medium or large companies should:

  1. Set a clear purpose and communicate it in your brand and product strategy: Tell why you do what you do, what moves you – not what you sell (be it a product or service).
  2. Tell your story, connect. Bring the reason and reason why you started the service or why you started selling a product.
  3. Maintain consistency: create a brand, use similar colors, use communication elements that help the customer or potential customer repeatedly receive your brand and information over and over again. This will help in the process of connection and memory.
  4. During sales process create experience moments, not a sale one. This is what will make the customer or interested person will remember. It can be a different approoach, service, engagement, a treat, a good conversation. There are simple ways to do this.
  5. Remember: we are rational beings who decide for emotion!

If you want to learn more about it, visit and subscribe YouTube channel and watch the Neurobranding Ideia de Impacto show at Radio Geek broadcasted last April 24th – subtitles in English available.

[1] All concepts and elements presented here refer to the publication “What is Neurobranding? Understand how the connection between brains and brands can drive results and brand value, “Regina Monge.