My article on Neurobranding (branding driven by Psychology principles) is out in the latest issue of Handmade Seller Magazine. It’s all about how to use Psychology to build a powerhouse brand. Here’s a sneak peek…

 

Psych Up Your Brand: How to Use Psychology to Create an Unforgettable Brand

With a record number of new businesses launching on a daily basis, especially in the handmade space, the need to distinguish your own little corner of the creative world is more important than ever.

Having a unique brand presence that not only stands out but is memorable is no longer a luxury, it’s a necessity.

What is a Brand?

Before you can understand how to build a remarkable brand, you need to be clear on what one truly is. We start by explaining what a brand is not. Your brand is not your logo or your design. It’s not your business name or even your products. 

A brand is how your company is seen, felt, and remembered by all those who come in contact with it. It’s the impact it creates, the experiences it provides, and the memories it makes.

Research shows that consumers connect with brands much in the same way they do in their personal relationships, through emotion. They feel drawn to brands they see themselves in. They buy from those they recognize, like, and trust. It’s not about creating a brand you can live with. It’s about creating one you can exist within.

The goal of effective branding is to create alignment with your brand’s public persona and all of its inner dimensions. We do that with some help from psychology.

Why Psychology-Based Branding?

In order for your brand to resonate with buyers, it must be understood intuitively. 

The mind has two sides, the logical side, and the unconscious side. When it comes to decision making, the logical mind relies on reasoning, where the nonconscious mind relies on instinct.

Most things, brands included, are understood intuitively by the nonconscious mind. This means that it does not use logic or analytics to determine if something is important or not. Instead, it depends on emotion and impulse.

So, how do you appeal to the nonconscious mind of your perfect buyer and make your brand a front of mind choice the next time they’re shopping? 

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Read the rest over in the November 2018 issue of Handmade Seller Magazine. Next month I’ll be over there dishing about The Psychology of Pricing Your Items.