Neuro-Branding: influence perception to attract the tribe you want.
The human brain is a fascinating and full subject matter. The reason we love to learn about the brain is because we all desire to know more about who we are and why we do the things we do. By dissecting others, we are in turn dissecting ourselves, learning what makes the clock tick and our world spin.
It’s All In Your Head
Do you control perception? That is the question Erin Saxton and Chad LeFevre of NeuroBeare answering with the end goal of connecting brains to brands in the most meaningful way possible. According to Erin and Chad, the average person is exposed to 4,000+ brand messages each day. All of that noise makes it incredibly difficult for companies to be heard. That is especially true when companies choose to emulate their competition rather than do their due diligence and get their branding right. When your company, emulating other companies in the same sector, makes the same noise as everyone else; you are one wave in the sea, one bird in an entire flock, you are just simply part of the noise.
To Avoid Being Noise, Avoid the ‘Near Win’
Chad came up with a concept years ago as part of his behavioral psychology research, something he calls the ‘Near Win’. What this essentially says is that the brain neurochemically rewards “almost winning behavior” as a way to a) mitigate risk while b) still adhering to the form or appearance of success; in this case success being what is perceived as tactics that worked for competitors.
The brain still rewards this almost winning behavior because it has eliminated the risk associated with doing something unique. It’s almost winning behavior, form over substance, and you are neurochemically rewarded by your brain to feel good about that choice; but it’s a false choice, because it’s unconscious and emotionally linked to survival instinct. A unique strategy needs to be relevant to perfectly express your brand: your promise and personality.
Using Your Unique Strategy To Influence Perception
Perception might be half the battle for some, but in the world of branding and buying, perception is everything. What we perceive to be real is a direct result of our interactions and experiences, and that perception can be influenced. This is what NeuroBe provides to their clients. A way to leverage the neuroscience behind how the brain works to create meaningful and transformative brand campaigns, aligned with your promise and your personality. Authenticity is the foundation of every single sale ever made.
So, How Do You Connect Brains To Your Brand?
By leveraging new neuroscience about how brains work, combining that knowledge with the behavioral psychology foundations of marketing, and weaving in powerful storytelling… you can incite predictable action and tangible results. Your communication with potential clients has both a neurological and psychological impact, and understanding that makes it easier to understand the type of message you need to construct.
Umm… What Are The Behavioral Psychology Foundations Of Marketing?
RIght. So, marketing has become a tactics-heavy race to the bottom, but “it used to be a mysteriously powerful and dark art that produced high impact results for the brands that took the time to craft a deeply relevant marketing story and strategy, and to meaningfully connected it to their customers. These days, in our noisy, instant gratification, highly competitive virtual marketplace, “customers” have become “consumers”, and tactics have largely supplanted and replaced the very elegant and intelligent marketing strategies that are needed to make such tactics work in the first place,” says Chad.
The moment you begin to accept that perception IS reality, then learn to master and then mold that perception for your clients, will be the biggest A-HA moment of your business life. These techniques and skills are the difference in whether you are a skilled magicianor a clown. Mimicry is not a strategy, it is a non-choice, and ultimately, your success rests upon your ability to connect the conscious with the subconscious for a powerful message that inspires action.
Read the original INC article published on April 21, 2017.