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Neuroscience and branding

Lesson 3 from: Brand Strategy and Design for Small Businesses

Haylee Powers

Neuroscience and branding

Lesson 3 from: Brand Strategy and Design for Small Businesses

Haylee Powers

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Lesson Info

3. Neuroscience and branding

Lesson Info

Neuroscience and branding

neuroscience and branding. In this lesson, you guys learn all about the science that backs up the need for compelling brand. Strategy and design. We will also touch on neuroscience and learn how to start selling with emotion. Think of your favorite brand, maybe it's a makeup brand, a clothing brand or even a food product. Why do you love this brand? And why do you identify with this brand? What feelings does your favorite brand evoke? Brand strategists have studied neuroscience and psychology to create a deeper understanding of how our brains work as it relates to brands we love and choose over and over again. They have discovered that design can be used as a tool to create something beautiful and taken a step further. When combined with strategy, it can make a real impact on customers. In this lesson, we're going to talk about the way psychologists and neuroscientists have studied the power of the subconscious mind and branding in branding perception is everything. Take wine for an ex...

ample, pour a bottle of gallo into an empty 50 year old bottle of french burgundy, then carefully decant a glass in front of a friend and ask for an opinion, you taste what you expect to taste. Imagine the recipients of the wine swirling and sniffing, believing that they're sampling an aged gem. They could be completely Hoodwinked into believing that's exactly what they're tasting based on what they believe. The quote by Al Reyes is powerful because it demonstrates that our human brains are fickle what you see or rather what you perceive is what you get the way that you can control the perception of your brand and products through design and strategy is mesmerizing brands that have been designed to be compelling are powerful. These brands also creates strong loyalty with their customers. Ever hear of the android versus iphone debate, or even the loyalty people have to a specific sports team, kevin roberts, Ceo of Saatchi and Saatchi said that powerful brands create loyalty beyond reason, roberts found that people remain loyal to brands they like, even when it's not rational. Associate professor of marketing and I. N. S. C. A. D. Ran a study with the California Institute of Technology where she gave participants a bottle of wine, One bottle had a $10 price tag, whereas the other bottle had a $90 price tag. The participants did not know that the wine was the exact same in each bottle and the only difference was the price tag. Professor plasma examined the medial orbital frontal cortex, an area of the brain associated with experience of pleasure. There was a big difference in the activity in the brain of the participants when they were drinking the $10 bottle of wine versus the $90 bottle, the brain became more active in the medial orbital frontal cortex when they thought they were drinking the pricier vintage. What we learned from the study is that participants were drawing real pleasure from the experience that didn't have from a $10 bottle of wine. After looking at the brain plasm determined the price tag, and the way the wine was branded as expensive, had a real physiological effect on how the wine tasted, even though the different priced wines were identical. Your brand experiences shaped by the way in which you see a product or service. We first begin taking in a product or service visually, Then we begin to process the information through the thalamus and the amygdala, the amygdala, where memory and emotion combined, gives meaning to what we see and creates a gut feeling about the product. The hippocampus also plays a large role in associating an emotion with the product or service. The hippocampus is responsible for encoding details and facts into the long term memory. The way in which you first see a brand or product is shaped by the environment, you are in the smell and even the music playing on the stereo. Everything you take in gets filtered through your brain and the past experiences you've had, having a holistic brand experience that involves as many of the five senses as possible allows a message to seep deep into our subconscious. The outcome can either be a negative or positive experience depending on how you orchestrate that experience for the customer. The way goods and services are priced is branding. The way the package feels in the customer's hand, is branding, the music on, the stereo, the types of drinks you serve and the colors you use are all branding, The feeling of joy or awe that a customer feels when they engage with your product is branding. Branding encompasses so much more than a beautifully designed product. Remember, it's not so much what you see is what you get, but rather what you perceive is what you get. When I designed for a brand, I take into account the way the client wants the brand to be perceived and the emotion they want to sell. Branding is emotional and not in a sappy way, but rather a scientific way. The subtle ways our emotion guide our decision making is amazing. Art and science have been at odds with each other for a long time, but I think it's about time we combine the two as we see their power to make branding more compelling and effective. So what emotions do you want to sell with your brand? I teach you about the power of branding on the subconscious level, so that you understand how to appeal to your customers subconscious, you will gain more clarity as we move through the next few chapters. Some of the elements you will learn about that will help you create a desired perception, will be the logo design the unique selling proposition and the brand story

Class Materials

Bonus Materials with Purchase

Checklist
Researching Your Target Audience
Creating the Audience Persona 1
Creating the Audience Persona 2
Brand Matrix Creation
Creating the USP
Testing the USP
Creating a Brand Story
Turning Brand Strategy into Design

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