The human mind is deeply complex. It is influenced by small, seemingly insignificant things; whether they be positive or negative.
Company logos and other such branding items are on the front line of a Company’s marketing efforts. The stimuli offered by a logo, for example, can strongly influence associations with a Company’s image. A recent study found that persons subliminally exposed to Apple’s logo were more creative in their tasks, than those exposed to IBM’s logo.
Subtle cues or “the power of suggestion“, can induce specific and individual associations within people. For instance, a picture of your dog on your desks might suggest loyalty; or wearing a black suit may convey an aura of authority to some. People’s reaction to brand building stimuli is based on their perception; and perception is more easily manipulated than belief. Someone’s belief is often supported by both friends and family; and countless studies have shown that the influence of this group on a consumer’s decision, is very strong.
What is the answer?
- Exposure to a Company’s brand, with sponsored and organic reinforcement along the discovery process, will send a subtle message to consumers that sits idly in their relaxed areas of perception. This approach, coupled with an endorsement from a friend or family member, is the recipe for marketing success.
- Also, not to be taken lightly is the avenue by which your marketing message is being distributed. This concern is not so much about trust, as it is about perception. Perceptions and associations are always subject to change and influence. I’ve heard this is why “O.J.” doesn’t get endorsement deals anymore.
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