An approach to brand development based on a deep understanding of consumer psychology and human behavior.
Psychology-driven brand strategy is an approach to brand development that is based on a deep understanding of consumer psychology and human behavior. Rooted in the understanding of psychological, motivational, behavioral, and interpretational analysis, psychology-driven brand strategy is based on the cognizance that consumers make decisions based on emotional factors — subconscious needs, desires, perceptions and beliefs. More often than not, decisions are influenced by that which evokes a feeling, by that which tugs at a heart string, and resonates on a psychological and cognitive level.
In developing a psych-driven brand strategy, it is important to start by defining the target audience. This involves a demographic and psychographic immersion, and requires holistic understanding of behavioral patterns, preferences, needs, and pain points.
Once there is clarity in and around the target audience, it becomes easier to develop a brand’s narrative and corresponding visual identity. This undercurrent of understanding assists in reinforcing brand messaging that speaks directly to the emotions, values, and aspirations of sed target audience. Understanding these emotional drivers will give way to developing messaging, visuals, and experiences that foster connection on a deeper level — driving greater engagement and loyalty over time.
An invaluable constituent of psychology-driven brand strategy is the use of brand archetypes. Brand archetypes are universal characters or personas that represent different facets of human nature. By way of associating a brand with a particular archetype, brand strategists can tap into the subconscious needs of their target audience.
There are twelve primary brand archetypes that cater to human design, each with its own set of characteristics, values, and emotions:
By understanding the characteristics and values associated with each archetype, brand strategists can develop messaging and visual elements that resonate with the emotions and aspirations of their audience. This can help to build a deep-seated emotional connection to patrons and differentiate the brand from competitors.
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