Over the last few years, we’ve seen more retail stores close and more e-commerce companies dominate their industries. Why is this? Marketing is evolving. Consumers are buying into brand experience. You should think of your brand as a hotel--and develop a personality around it--a lifestyle that consumers can latch on to. Would you want to stay at your brand if it were a hotel? Experiential marketing is about living through the brand. In an age where social media is apart of who we are, people are developing their own personal brands, and therefore want to surround themselves with brands that are geared towards their lifestyle and represent them. Your product is ultimately why someone is purchasing from you, but brand experience is a reason too. If you have a terrible brand experience, no one is going to buy from you. Think about this. Would you be friends with someone who had no personality and was boring? Probably not. The same goes for companies. People now have the ability to buy from anyone online, not out of convenience or need, but out of desire, to enhance their own brand, through yours. We can learn a lot from psychology and apply that to brand experience. Companies with great brand experience prioritize customer experience and user experience.
Here are 4 theories about human psychology that will help you improve your company’s brand experience:
The Propinquity Effect
The Propinquity Effect is about influencing people’s minds through exposure. The more times your customer sees your name and content, they are more apt to like you. In social psychology, this is the psychological proximity between people. You want to create this between your brand and your customers. Improving your brand personality can increase your mindshare/ omnipresence. Great brands understand that exposure and reach are important because they bring in new customers and improve engagement.
To stand out and compete against other brands, you need to be putting out thousands of pieces of content every month on your social media. This may seem daunting and unattainable, and it can be done if you invest in the right tools to help you. At this point in the media landscape, getting your content seen is difficult. That’s why Cortex has developed an artificial intelligence software which will help your company create posts based on data of competitive brands. You should automate this process if you want to compete with other brands. If you don’t, you risk your content/ brand, not getting seen.
Engagement is a major part of the customer journey and can create brand loyalty if you have a good brand strategy. You should constantly be interacting with your customers on social media to improve their brand experience. The more they see you and read about you, the greater the possibility they are to like you and buy from you.
Reiterate your purpose. Reiterate who you are. Be direct. Be repetitive. The Verbatim Effect will help people remember who you are and why you exist. In digital worlds, it's important to be memorable. And to be memorable, you need to have consistency. The more consistent you are with your target audience, the more effective your marketing campaigns will be. In a study, researchers found that repetitive semantics can trigger the hippocampus in your brain, helping you remember information. The most successful brands have a clear purpose and brand identity. The repetition of a brand name can have a huge effect on the brain and lead to an eventual purchase.
Social Learning Theory
We learn from social experiences. Famous behavioral psychologist Albert Bandura is known for the Social Learning Theory from the “bobo doll experiment” that concluded children learn by observation. He found in his research that children pay attention to their role models and then encode the behavior they observe. They then go on to imitate this behavior. This isn’t a surprise to us, because we’ve known children imitate their role models forever.
However, this is important because it not only applies to children but it applies to consumer behavior. This explains the surge in social media influencers. They often advertise products but do so in a way that represents their lifestyle. Influencers make millions of dollars promoting products this way. Consumers buy into this because they observe their “ideal lifestyle” and/or “ultimate brand experience.”
The Baader-Meinhof Phenomenon
This phenomenon we’ve all experienced. You know that feeling once you learn about a new brand or product you start seeing it everywhere? This is the Baader-Meinhof Phenomenon. It’s closely aligned with mindshare and the idea of omnipresence. Once you strike a cord or an interest in your customer’s mind, they will start noticing you more and more. This is why it’s essential to prioritize your brand experience. By this point they will probably be seeking you out on social media, following you and engaging with your content. You need to put as much information out there about your brand as possible. This means posting on all social media as much as you can. The problem with this is marketers only have so much time. You not only need to focus on the frequency you are posting, but the quality and value behind them. Great brand experience creates digital experiences for their audience.
Don’t Forget About The Modes of Persuasion
The ancient Greek philosopher, Aristotle, is known for his three modes of persuasion: ethos, logos, and pathos. As a marketer, these are your best friend. They are the ultimate ancient psychological theory. Ethos is an appeal to your credibility. Logos is an appeal to logic. And pathos is an appeal to emotion.
Your brand should utilize these modes when cultivating your experiential marketing campaign. You can achieve a strong ethos using social proof on your website and being active on all your social media. Logos is important because your content and your marketing should be the logical solution for your consumers. Lastly, pathos, or emotional marketing, is essential. An emotional appeal should be embedded in your brand experience. Your customer service should care about your customers and show them. Great content offers value and appeals to the six basic human emotions. Emotional marketing builds a connection between you and your customers.
If you are consistent with your brand promise and utilize psychology to connect with the consumer, your marketing dollars will be well spent. Your business needs to create a memorable experience for the consumer and engage them on a daily basis so they remember you. When you do this, you will be closer to achieving mindshare and customer loyalty. This is a great opportunity to tap into the human brain to improve your brand experience.