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The Psychology of Branding: What You Need to Know

By September 20, 2021Branding

Every business is done to grab people’s attention. There is always a psychological component behind any venture and branding is not an exception.

Brands are designed with human psychology in consideration; a practice called psychology in branding. Just as it is important to understand the customer needs, fulfilling and standing out in selling them the product or service, so important it is to understand the psychology of how you branding.

Branding involves designing a service or product to promote its popularity and loyalty among customers. Effective brands strive to strengthen an identity that customers relate to. As such, having a deep understanding of psychology is important for marketers in order to not only sell successfully but also to connect mentally with consumers and in turn, win their loyalty.

People make choices based on what they feel, their perceptions of themselves and others surrounding them. Humans view and associate with brands as people and not just entities which offer services or sell products.

Therefore, the thinking behind branding should incorporate this view whereby, a brand asks questions that the consumer may ask. For instance, what do I stand for? What do people like? How would they express themselves? etc.

Having understood the above questions, proceed to communicate in line with the above and inform people what they need to know about the brand. Since the goal is to create customer satisfaction and loyalty in branding, brand designers, marketers and advertisers should send an enticement to the customers and make them crave for more.

A good understanding and successful application of the psychology of branding will be seen through the differentiation of a brand from others. Such a brand will sell a unique product or service from that which its competitors are selling and at the same time, attract more customers. The accurate distinctiveness of a brand will drive its success through its physical and mental availabilities and recognition without a doubt.

In understanding the psychology of branding, a brand should consider but not limited to the following:

Meeting Customer Needs

Customer satisfaction is key in any branding venture. Understanding what the audience thinks and how they perceive issues around what your brand and similar brand are offering is important.

Success in branding will involve pursuance to understand human behaviour, how the behaviour influences their desires and how to fulfil their desires. Understanding customer values calls for updating oneself of the market trends and desires.

Beyond fulfilling their desires, brands should anticipate the desires of the customers and any eventualities and how to mitigate them.

Brands should ensure that they satisfy human needs through the product or service they are offering and the essentiality of the product. This can be checked through customer feedback.


Beyond meeting the audiences’ needs, communication is crucial. Brands should not allow consumers to make assumptions. They should consistently fill the customer’s imagination with the information they need to know. Brands have to design diverse great communication strategies to convey their message accurately to build trust, give comfort and security hence solidifying loyalty.

Communication conveys the brand values, goals and beliefs to the audience. It is an opportunity to express the brand message to the target audience and should be done clearly to send the correct impression.

Both visual and verbal communication should consistently express the brand’s identity to maintain the loyalty of the customers. As a brand, you need to keep informing your audience and prepare them earlier of the services offered and any upcoming changes such as rebranding.

Consistency and Clarity

Human beings want the assurance of getting what they need when they go to the right place. This assurance causes brand reliability which leads to their loyalty.

Customer loyalty is key and is dependent on the consistency of the brand. It is the expectation of people that a brand will deliver what it promises to give. Inconsistency will often lead to a lack of dependability and people start retreating and not expecting much from you.

This makes your brand be easily forgotten and causes a shift to a more reliable brand. As such, upholding consistency in your service provision, communication will help maintain brand originality persona.

For instance, the rebranding process can be shocking and as a cushioning measure, it is important to communicate early through the website, email, social media etc. of the intention to rebrand and ensure implementation is done gradually.


Colour should not be underestimated in branding as colour choice matters in influencing customers’ perception and purchase behaviour. Colours reflect creativity, excitement, boldness, friendliness, warmth, optimism, health, dependability, trust etc.

Colour impacts the human mind and the choices they make. Understanding the significance of the colours used in branding and their impact should inform a brand’s alignment to trigger impulse purchase, trust and loyalty.

Colours evoke emotions and should therefore be used to communicate the brand values, prices and customer avatars.

Emotional Connection

Since humans are emotional beings, brands should pay attention to their emotions. Emotional bonding makes customers feel important and see the brand to be trustworthy and dependable.

Strengthening this bond is key and should be done in different ways like sending best wishes to customers, write thank you notes, giving discounts and bonus services, celebrating anniversaries etc.

Sending positive emotions is important to create a comfort zone, build trust and establish loyalty. Part of this emotional connection will involve the brand’s communication strategy, using colours to send emotions and emphasizing opportunities more than the challenges faced.

Personalization of this emotional connection also creates comfort and allow the trust to be fortified.


Brand psychology should aim at creating an experience for its users. A great brand will focus on the value of the product and the service over functionalities. Therefore, in tapping into the customer’s psychology, the priority should be on what the brand makes them feel.

Customers need to feel that the brand is understanding, empathizes, and is journeying with them in satisfying their needs. Fulfilling this is equivalent to successful brand psychology.