Unconscious Branding

What you buy is more than a product; it’s an emotion, a story, and sometimes, even an identity.

1. Understand the Heuristics of Decision-Making

People don’t always make decisions logically. Instead, they rely on mental shortcuts known as heuristics to navigate the complex world of choices. Social proof is one common heuristic – when unsure, people often mimic others' actions.

Humans also associate higher prices with better quality, believing that more expensive items are inherently better. This deeply rooted belief, captured by the phrase “you get what you pay for,” significantly influences purchasing behavior.

Group mentality, evolved over centuries to provide safety and cohesion, continues to shape consumer choices today. People gravitate toward brands that help them feel part of a community, whether it’s Harley-Davidson riders or people wearing similar fashion styles.

Examples

• Choosing a market leader product because everyone else is using it.
• Opting for a more expensive wine, believing it must be of superior quality.
• Joining a niche subculture, like Harley-Davidson enthusiasts, to establish identity and community.

2. Appeal to the Brain’s Three Core Parts

The human brain has three parts – physical, emotional, and rational – and marketers need to engage all three for maximum effect. The physical brain, or “reptilian brain,” responds to basic instincts like safety, food, and status.

Well-crafted campaigns appeal to physical needs. For instance, Grey Poupon mustard ads connected the product not just with food, but also with status and sophistication. Meanwhile, emotional appeals target the brain's regions responsible for feelings and memories.

Finally, rational appeals engage the thinking part of the brain. By clearly offering data, comparisons, or rational explanations, a brand can influence logical decision-making.

Examples

• Grey Poupon's posh commercials associated the product with high social standing.
• Coca-Cola ads that evoke emotions and memories through logo recognition and nostalgia.
• Price comparison campaigns that influence the rational mind to choose certain brands.

3. Break Patterns to Grab Attention

The human brain seeks patterns, but when those patterns are disrupted, people pay attention. This is why unexpected elements in advertising are so effective. A surprising visual or storyline gets noticed.

An unusual Volkswagen ad showcased a child dressed as Darth Vader trying to use “the force” – a setup that breaks the expected image of Darth Vader as fearsome, instead making him adorable. Similarly, other campaigns steer viewers toward emotional responses by including shocking or unique moments.

Such storytelling grips attention and allows consumers to remember the message even amidst the noise of other advertising.

Examples

• Volkswagen’s “mini Darth Vader” ad subverted expected evil imagery, making it memorable.
• The “Safe happens” ad series dramatized car crashes, suddenly grabbing emotional attention.
• Creating suspense or surprising visuals builds interest and keeps viewers hooked.

4. Build Brand Trust Through Comfort

Trust is the foundation of consumer-brand relationships. People want to feel safe and secure when choosing products, whether it’s insurance, clothes, or food. A brand that violates this trust risks customer backlash.

Failures like General Motors' tone-deaf private jet fiasco during a financial crisis erode trust. Meanwhile, companies that provide consistent quality and small comforts – such as dependable customer service or relaxed shopping environments – often win loyal customers.

Studies also show that people who are relaxed are willing to pay more, as trust in a brand brings peace of mind and reduces anxiety about making the “wrong” choice.

Examples

• General Motors lost consumer trust by appearing extravagant during financial hardships.
• Reliable brands like Apple inspire confidence among loyal users, even if they charge higher prices.
• A calming store environment encourages shoppers to stay longer and spend more.

5. Engage Imagination to Deepen Brand Connection

Great campaigns leave room for interpretation, encouraging consumers to imagine themselves using the product. Avoid delivering overly prescriptive messages – instead, present ideas that spark personal meaning.

Nike's “Just do it” slogan has inspired interpretations ranging from athletic pursuits to life-changing decisions. Apple’s silhouette campaign for the iPod encouraged people to visualize themselves dancing with the device.

When imagination bridges the gap between potential and reality, emotional connections deepen. This mentally closes the loop, often urging people to eliminate the gap by making an actual purchase.

Examples

• Nike’s open-ended slogan inspired people to take personal action.
• Apple ads helped viewers see themselves using their devices.
• A vague yet compelling message invites audiences to project their lives into the brand.

6. Evoke Emotions for Effective Brand Messaging

Emotions heavily influence how people make decisions, including what they buy. Whether it’s happiness, excitement, or inspiration, products are often just vehicles for delivering the feelings people crave.

For instance, Nike isn’t just selling shoes – it’s selling confidence, athletic prowess, and ambition. Similarly, Apple sells far more than electronics. It offers a sense of community and identity for its users.

By crafting campaigns around emotional resonance, brands can draw consumers not just into a purchase, but into a relationship.

Examples

• Nike shoes make buyers feel stronger and more confident.
• Costco builds delight by turning shopping into a treasure hunt.
• Apple users feel they’re part of a like-minded, innovative “club.”

7. Disarm Skepticism with Credible Proof

Skeptical consumers, naturally resistant to change, need assurance. By offering concrete evidence or endorsements from trusted figures, brands can defuse doubts and open consumers to persuasion.

For example, Trident’s claim that “four out of five dentists recommend sugarless gum” reversed the perception of gum as unhealthy. This clear, statistical endorsement appealed to consumers’ logical faculties.

People inherently trust experts or authorities. Brands that leverage this trust can shift perceptions and turn skeptics into believers.

Examples

• Trident cited dentist surveys to redefine gum chewing as positive.
• Safety ratings for car brands like Volvo reassure buyers about accident protection.
• Data-backed environmental initiatives, such as “carbon-neutral” labels, appeal to eco-conscious customers.

8. Associate Your Brand with Desired Traits

Brands thrive on association. People don’t just consume products; they internalize the traits they think those products represent. The Marlboro Man campaign, for example, imbued the cigarette brand with rugged individualism.

Positive brand associations make products desirable, even beyond their function. For example, fake “Tommy Hilfiger” shirts in other countries became just as aspirational based on associated imagery rather than quality.

Transforming or refreshing a brand image involves understanding what traits a target audience desires and aligning marketing efforts to embody those qualities.

Examples

• Marlboro’s rugged, independent cowboy appealed to men and women alike.
• The Tommy Hilfiger knock-off in South America capitalized on brand image alone.
• Luxury brands align their image with exclusivity, elegance, or status.

9. Let Consumers Take Action to Cement Loyalty

People like to feel they’re in control, even when subtly guided into making decisions. Letting customers take action – or at least perceive a choice – deepens their commitment to a brand.

Red Bull empowered students by providing drinks to fuel their own parties. This allowed consumers to tie the drink’s identity to exciting events without feeling overtly sold to.

Presenting options or free samples can shift long-term behavior, with consumers eventually convincing themselves of their choices, further strengthening brand allegiance.

Examples

• Red Bull creating connections at college events.
• A free sample changing someone’s usual coffee order and making them reconsider future choices.
• "Build your own sandwich" formats empower selection while steering customers to predetermined options.

Takeaways

1. Harness group dynamics by designing your brand experience to build a sense of community and shared identity among customers.
2. Craft open-ended, emotionally resonant campaigns that let consumers project their dreams and desires onto your product or service.
3. Use statistics, trusted authorities, and relevant data to assuage customer skepticism and guide critical decision-making.