Internet Marketing Company, Lounge Lizard, shares 4 Tips for using Behavioral Science to Refresh your Brand
Marketers face an ongoing challenge of evolving a brand to stay relevant with consumers' changing needs while also staying familiar enough to reinforce existing brand memory built over the lifetime of the business.
NEW YORK, March 4, 2019 /PRNewswire-PRWeb/ -- Lounge Lizard is globally recognized as a top digital marketing company and web design firm within the web design and development industry. Lounge Lizard's brandtenders are creative, tech-savvy, and passionate in developing innovative strategies that drive conversion for both startup and established clients of all industries, making them the "best of breed since 1998."
Marketers face an ongoing challenge of evolving a brand to stay relevant with consumers' changing needs while also staying familiar enough to reinforce existing brand memory built over the lifetime of the business. This requires regular adjustments in strategy and brand identity to find success in a changing environment. Behavioral science is the study of both human and animal behavior and the insights learned within this field offers useful insights when looking at branding changes. Today the Internet Marketing Company, Lounge Lizard, shares 4 Tips for using Behavioral Science to Refresh your Brand.
A brand's identity is a critical component of both marketing and brand strategy. While the term brand equates how customers perceive a business on an emotional level, the brand identity is focused on tangible aspects such as what you can see like the logo, colors, or typography. Behavior science can be used when considering brand identity to focus on the behavioral changes or interpretations to the identity create within the target customers.
- Visuals are preferred over words – Many prominent brands have changed their logos over the years. One more notable trend in the past few years is removing names from logos altogether and instead relying on a carefully crafted image. Starbucks, Honda, McDonalds, Apple, and other major brands all now utilize a logo without of words. One reason is that visuals are processed by the brain faster and more fluently and anything that can be done quickly and easily results in positive associations. By simplifying the brand identity, it creates a more positive association with the consumer on a subconscious level.
- Context influences perception – The human brain processes information relative to context and past experiences. That is why the same information can have different meaning and produce a different reaction between a 10-year old and a someone in their fifties. When changing a brand, some elements need to be maintained or need to stay similar which will trigger recognition as well as using the proper context to help maintain association. For example, the Starbucks logo has changed over time but if they are studied in chronological order it becomes apparent which aspects were maintain from one version to the next to trigger recognition on past experiences like the use of the mermaid/siren character.
- People like easy wins – The human brain enjoys challenges however it also likes to be able to solve problems. Behavioral science has shown that when problems are solved there is a dopamine boost in the brain because of the feeling of satisfaction. This is where the concept of an easy win comes into play. For example, if a consumer quickly and easily figures out how to use a new app there is typically a dopamine release. When making any branding changes, the consumer should only have to fill in a few gaps at most to figure out that it is still the same brand or that they are looking at something from Brand X to ensure there is a subconscious mental reward.
- People like new things – Neurobiologists discovered that the human brain responds to novelty or new things and the response motivates the brain to explore, seeking reward. Due to this hardwiring attraction to new things, when considering branding changes, things should be made new enough to trigger that subconscious level of interest and excitement which then causes further exploration. For those who are afraid that making changes will produce a negative result, behavioral science has proven that refreshing or newness in fact does not.
Lounge Lizard Digital Marketing Agency is an award-winning, high-end design boutique specializing in website and mobile app development, UX/UI, branding, and marketing. Lounge Lizard excels in creating the ultimate brand strategy, fully loaded with expertly crafted visuals that work together to increase sales and effectively communicate a client's unique personality.
Media Contact: Ken Braun, Lounge Lizard, 631-581-1000, ken.braun(at)loungelizard.com
SOURCE Lounge Lizard Inc.
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