Cracking the Consumer Code: How Behavioural Psychology Boosts Your Marketing Results

Cracking the Consumer Code: How Behavioural Psychology Boosts Your Marketing Results

Ever wondered, why there is that catchy jingle stuck in your mind? Or even why there is that one pesky hash tagged social media ad that makes you want to buy a new phone case again?

It’s all about behavioural psychology and marketing. It’s the understanding of consumer psyche and getting the formula just right enough to drive Sales with Science. By exploring into the fascinating realm of behavioural psychology, marketers are able unlock the key to fashioning campaigns that vibrate deeply with their target audience and drive measurable results.

In this blog post, we will break down the key psychological fundamentals that guide consumer decision making and also share some tips on how you can use them to enhance you marketing strategy.

Cracking the Consumer Mindset: Key Psychological Triggers

Power of Emotion: Humans are complex emotional beings. We usually run our decisions based on the emotion we feel and it also plays a big role in our buying habits. This is where new age marketeers can benefit from Emotional intelligence or Emotional Quotient if you must.

How to use EQ to create connections between consumers and brands.

  • Emotional Resonance: Reminding the consumer of positive emotions like joy, stability or nostalgia will help them create a strong association with your brand. Like when advertisements make you think about your holidays at your grandparent’s home, or your first roller blades and your heart swells with a warm cozy feeling. These positive connections will make the consumer think of your brand while making a purchase.
  • Emotional Story Telling: A compelling narrative around your product and brand that will use the desires of your targeted consumer and create an emotional impact.

The Scarcity Principle:  As humans we are wired with a strange and powerful aversion to loss. This fear of missing out is basically what the scarcity principle makes the most out of in marketing. When you create a sense of scarcity for your product you trigger your consumers to act quickly to purchase your product. It creates a feeling of exclusivity like for example, a limited-edition offer or promotion will make your audience feel like they have been specially selected to be a part of a group who can access your product.

Social Influence: As social beings. We humans tend to be easily influenced by opinions or actions of others around us. This can also be called as herd mentality of the bandwagon effect. By displaying positive customer testimonials or influencer endorsements, as a marketeer you can grasp the power of social proof. And by doing so, your audience will trust that your product is reliable and desirable.

 

From Insight to Impact: Practical Tips for Marketing excellence

Personalization is the way to go: By tailor making content for your specified target groups, you can create more meaningful connections, relevancy and increase loyalty to your product. One can achieve this by utilizing data and segmentation tools in marketing.

Channelling the power of FOMO: Use social media campaigns, such as limited-time offers and flash sales, to create a fear of missing out.

The storytelling edge: The narrative you choose to use should reach out to your audiences’ desires and needs. You need to develop content of high quality. Be it blog posts, informative videos, or social media captions, use emotional storytelling to engage with your audience.

Social Proof as a credibility boost: Showcase user-generated content to grow trust and establish reliability within your audience for your product.

Powe of Convenience: The digital age has brought in abundance of convenience for consumers. Express and free shipping, efficient online transactions, and a 24/7 availability of product information are important factors that influence consumer choice. If you as a marketer can provide an ease-of-use experience to your consumers, then you are likely to stay ahead in the race of winning over digital consumers.

In conclusion, by using the power of behavioural psychology and understanding the “why” behind your consumers choices helps you to build trust, streamline consumer journey, and in the big picture, you will be able to obtain success in the dynamic digital marketing landscape.
The digital age is a boon in our favour to connect with consumers on a deeper level and a larger scale in just a button’s click. Use this powerful formula of psychology & marketing to build meaningful connections and watch your brand thrive in the digital age.

Just ensure to adjust your formula with the evolving times!

What makes an appealing Logo

What makes an appealing Logo

What makes an appealing Logo

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Imagine brands like Nike, McDonald’s, Apple, Coca- Cola, Unilever…

When you call to mind the above brands, the first thing that comes to your mind is their Logos, which gives an idea of the importance of a Logo.

A logo is a symbol or a visual representation of your brand that helps to be recognised and remembered by your customers or audience. 

There are various types of logos-Monogram logos (or letter-marks), Word-marks (or logotypes), Pictorial marks (or logo symbols), Abstract logo marks, Mascots (Illustrated characters), Emblems.

Importance of Logo

As mentioned in the previous Blog – 5 REASONS WHY YOUR BUSINESS NEEDS A GOOD LOGO,  a good logo is essential for a brand, for the following reasons- 

  • To represent a business
  • To build customer loyalty
  • In order to establish a brand identity
  • To facilitate branding 
  • Differentiate your business from the rest 

Elaborately, a logo creates the first and a lasting impression of your brand in the eye of the beholder. As the cliched saying goes ‘The first impression is the best impression’ it creates an identity to the business, as an image, in the mind of the audience.                        It states the purpose of your business- although the logo is only a symbol it has more power to it as it represents your brand and becomes a part of your brand identity.             A unique logo helps your brand to differ from that of your competitors and helps the customers recognise your brand and If the customer is able to build familiarity around the brand, it is more likely for them to become a loyal customer.

Constituents of an appealing Logo 

A great logo is a combination of creativity, simplicity and significance. It also largely depends on the technical aspects like shape, colour and font.

Most important intention is to create the core message in a logo which is possible only if the above properties go hand in hand. 

Importance of  colour and shape in logo designing

Colour is a tricky concept in terms of the psychological aspect. Colours have different meanings in different Society. You should make sure to do detailed research before choosing one. For instance, Red can mean love as well as danger, Black- power and death, etc. 

Minimal colour on the logo can be a boon! Not more than two colours should be used for a logo as it can be difficult for the viewers to remember or recall. 

The logo colours can also be used for your entire branding strategy which can help the customers associate the colour with your brand.

In a logo, each letter form is carefully designed in detail to fit a shape to get the finest of details right. 

The use of Golden Ratio is a very popular technique in Logo designing. The Golden Ratio is a number (1.618) also called Phi that helps you create beautiful, perfectly balanced design. Apple, Pepsi and Twitter logos are a few examples of this technique.

Creativity is the Essence

Creativity is the key to designing an appealing Logo. It plays a crucial role in brand recognition.  It involves all the above mentioned aspects and more, including Creative elements that can help the logo connect with the brand and its viewers and aim to make it unique and enduring. 

Logos with multi-lingual characters to add some regional essence to it – 

Example- Logo of ‘Big 10’BMTC busses is also spelt in Kannada, the regional language of Karnataka which is visible in a 45º angle perspective.

Creativity shouldn’t confuse the viewers, instead be simple and appealing to the viewer so that it is pleasing to the eye and easier to remember. It should consist not more than 2 or 3 agreeing colours with minimal design components. 

Example of a simple Logo:

Dunzo

The delivery app Dunzo has a Black on green logo, the letter D in black with a lightning symbol in green which means fast and efficient delivery.

An example of a logo that could confuse the viewers:

Yulu

The prior Logo of  Yulu came out to be a confusing logo for a lot of viewers. It portrays a cycle with the company’s name and a curve representing the cycle wheels prior to the name which looked like the letter ‘c’. Since a lot of people were not familiar with the startup, the name was easily mistaken.

At present Yulu has adapted to a new logo.

The Fablesquare  team have designed a handful of  successful creative Logos for their clients among which, a few are mentioned below :

Privera

PRIVERA by Tech Mahindra is a global privacy ecosystem. It protects the individual’s right to privacy, consent and grievance redressal across multiple industries, including health care, financial services, retail and government. 

Use of details on the Logo like the shackle, human fingerprint, the shield, stars lining the bottom of the shield, etc work on representing Privera’s objective – Data security.

The colour blue used in the logo creates a sense of security while showing loyalty and professionalism towards the customer.

1

Khadi Nation 

The elements on the Logo are thoughtfully put together to form an essential meaning of the Brand – A clothing line that has enabled thousands of weavers with their sustenance.

The Logo represents a wheel / Charaka of hands spinning thread.  There are 24 hands in total, the hands represent the weavers, 24 (strokes) is a tribute to the Indian heritage.

2

Nexverx

An IoT solutions company with products in the automobile space, the logo was typography with colours used according to the client’s preference. The logo denotes Transmission and Reception by connecting the two‘X’s in Nexverx. The thought behind the logo is fluid communication between the sender and the receiver.

Bug snap

The logo of Bug snap easily gives away the specific purpose of the product – to eliminate Bugs. The letter ‘g’ is designed to look like a bug and the word snap is enclosed in an arrow pointed at the bug indicating that the product kills bugs. 

3

Conclusion

Logos are the face of a brand or an entity, a good logo forms an identity and helps with customer trust and reliability. A logo should be able to stick with the brand for a long time so that people can grow comfortable with it through time and should be able to relate it with the company as soon as they come across it. 

 

 

5 Tips for Building a Strong Brand

5 Tips for Building a Strong Brand

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What is Branding?

Think about some brands you know and love: Apple, Nike, Starbucks. Why do these brands stand out to you?

Did they have a magic tool? No. Did they just wave a wand and enchant you? Probably not.

The reason behind their popularity is the creativity and originality, and the ingenuity to bring that out. Apart from delivering quality service, they went the extra mile to create an identity for themselves.

Now, let’s take a closer look at branding and what you can do for your brand.

01

Define your archetype

Carl Jung conceptualised archetypes as the recognisable patterns, images and symbols derived from the collective unconscious. For example, Mercedes-Benz, the expensive luxurious high-end vehicle falls under the category of ‘The Ruler’ from the archetypes. Defining your brand using these archetypes helps your audience to connect with and remember your brand effortlessly.

 

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Have a professional / creative logo

Once you have your brand archetype defined, you need to have an appropriate logo. Your logo is your identity, so it must be well-thought and professionally designed. It must invoke the emotion of your brand archetype to have maximum impact.

 

03

Shine a light on the unique benefits

Your products/services and their benefits are unique to your brand in at least one way. Identifying what is special about your brand and focusing on the value it brings to the customer makes your brand stand out.

Example: ‘Your friend with a car’ by Lyft where they said their drivers would be fun and the journey would be exciting. ‘Reliance Jio’, focused on providing good service at a price that none of its competitors had even thought about. This approach of positioning themselves made them different from their competitors.

 

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04

Show positivity in your communication

What is special about some successful brands you know? Positivity.

The audience prefers it when the brands make them feel good rather than putting them down. Dove’s #SpeakBeautiful campaign fits very well as an example. Social media, more often than not, makes you feel negative about your looks. Dove partnered with Twitter and built a new tool to measure the impact of words. The tool gave an insight into what one’s words collectively mean, inspiring them to speak positively.

 

05

Be innovative and stay approachable

Make your brand a blend of innovation and customer-centric. People prefer talking to humans over bots. Be there for your customers as you grow as a brand.

We believe these business branding ideas will help you strengthen your brand-building process. If you would like to understand the process of branding in-depth, visit us.

 

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Do I really need a Website? – Part 1

Do I really need a Website? – Part 1

website

/wɛbsʌɪt/

noun

a set of related web pages located under a single domain name.

 

A question which haunts any small businesses is “Do I really need a website?”.

In simple words possible, Yes! You do!

The reason is also extremely simple. In one word, No, two words to be precise.

01

Digital Footprint

It may sound preposterous. It really isn’t. The whole idea of anything ranging from posting a personal photograph to updating your current location on social media is all about Digital footprint.

Having a website helps a business greatly.

 

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02

Visibility

It is a beacon where customers can queue in front of your door. It not only provides you with visibility but also sales and a way for you to advertise your expertise. A clean, beautiful website with necessary content surely puts you ahead in the game.

03

Credibility

Small businesses face problems with credibility. A customer is always aware of this fact and before placing for service or product, he/she will have a look at your website. And what would they think if you had no/mediocre website? You guessed it right. They walk right past you. This has a huge impact on sales.

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04

Engagement and Retention

Customers are always on the lookout for engaging content. Blogs are a way to achieve that. Websites with blogs are always appreciated. Blogging is also a way of increasing traffic to your website and it is one of the most sought-after marketing tools.

According to Hubspot, 53% of marketers use blogging as a top inbound marketing priority. Another statistic to blow your mind away, according to Hostingfacts, There are now 3.74 billion Internet users in the world as of March 2017.

So, in short, your business is available to this huge number. With proper plans and marketing strategy, you can tap into the plethora of prospects.

 

05

Why

The question now really is “Why don’t I own a website?”. Think about it, in this time and age, where there is tons of competition, getting ahead is what counts. Smaller things in a business which were not a priority, makes a huge difference now. Companies are finding out ways to entice customers. Websites are one way to create a buzz and remember “First Impression is Key”.

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Creating Lasting Impressions

Creating Lasting Impressions

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Lasting Impressions:

Have you heard of the Von Restorff effect?
The Von Restorff effect also called the ‘isolation effect’, states that an item that “stands out like a sore thumb” is more likely to be remembered than others. In other words, we remember people, places and things that are outstandingly different.

 

Named after Hedwig von Restorff, a bias in favour of remembering the unusual.

For instance, the most famous structure in Italy is the Leaning Tower of Pisa, known worldwide for its unintended tilt to one side. An inadequate foundation on the ground which was too soft on one side to support the weight of the structure caused the tilt. Just imagine, it’s remembered because it’s built badly!

Imagine shopping in your neighborhood superstore, 2000 brands are trying to get your attention, so how will you buy the 20 that you need, and not end up with a lot more? To be easily remembered, or to stay on top of one’s mind, a lasting impression helps. With products it is called branding; the same rule applies to people as well. People, like brands, need to be distinct, and that is where ‘Personal Branding’ comes into play.

 

Successful brands stand for something, Tally for accounts, XEROX for photocopying and Bisleri for mineral water. Likewise, for people to be considered a brand, it is essential to have a point of view, some people will be against you, but there will be someone supporting your point of view. The adage “Those who stand for nothing will fall for anything” says it well.

Let’s talk about leaders; we can never imagine Mahatma Gandhi in a suit, Usha Uthap without her gorgeous silk sarees and large bindi or Dr. Kiran Bedi with long hair!
Each one of them communicates a message or a principle. Gandhi stood for ‘non-violence.’ Read more about Gandhi here: Gandhi – The Master PR Practitioner.
Popular Indian director Farhan Akhtar described Usha Uthup as ‘A Rockstar in a sari’, she stands out as a pop and Indipop singer with her unique traditionally draped sari, fresh flowers in her hair & a bold, big bindi. She is an ambassador for traditional Indian values.
Dr. Kiran Bedi for her no-nonsense attitude and for bringing in a positive relationship between police and people.

 

Brands get built over long periods of time; it takes conscious and consistent effort.  To begin with, one can focus on identifying which aspects of

  1. His or her traits to showcase, and then go about being uniquely showcased.
  2. A couple of aspects to keep in mind to be established as a brand:
  3. Be Knowledgeable – Be a Subject Matter Expert
  4. Have a Personality – Be well dressed and carry yourself with panache
  5. Seek Publicity – Speak in industry forums, write about the subject and become a guide to your industry.

Building a brand “YOU” takes perseverance!