It’s All Psychology

Proper branding uses psychology.

Why not just pick your favorite color and design a logo with your favorite animal…
Many small brands think that’s all it takes.

‘A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.’ – Seth Godin

All BIG brands know they MUST tell a story and small brands MUST know and understand the same absolutely crucial thing.  No ifs, ands, or buts.

The story must be authentic and must be carried through the entire brand.
Consider how we feel when we see certain colors…

Red – excitement
Green – natural
Blue – trust
Black – elegant

So, it might not be a good idea to just pick your favorite color or decide against your least favorite.

All things considered….

I think the most important thing is that you understand your brand archetype.  Understand the human need you meet.

You might be saying, “seriously, I just want a cool logo and for my stuff to look consistent.” I would say to consider Coke.  Through all these years, they have understood the human need they meet and have not varied from it…”refresh the world, inspire moments of optimism and happiness.” Coke understands their archetype.

What is an archetype?….see here.

Again, I say, to understand the human need a brand meets is the most crucial piece of information a brand can start with, but most often is forgotten.

So, if what Seth says is true…”a brand is a set of expectations, memories, stories and relationships,” we should start with understanding those expectations, memories, stories and relationships first. Then you’ll understand the need you meet.

Like I said…it’s all psychology.



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