The Science of branding: What neuroscience tells us about the importance of branding.

As of 2023, there exist more than 334 million businesses in the world. There are 1.13 billion (with a B) websites currently live on the internet.

It’s estimated that we’ll be exposed to 10,000 messages in a single day, many more thousand than our ancestors, whose brain structure and chemistry we still share, would have seen in their lifetime. If it feels like your brain is on fire and that you’re consuming more and more and more, well, it’s because you are. In 2011, Dr Martin Hilbert and his team at the University of southern California quantified (a full twelve years prior to the publication of this blog post) that the average American consumed five times as much information every day as they did in 1986. And that was before TikTok, Reels, Shorts and all of the environmental and political turmoil of the last decade.

Amongst all this noise and clutter, it can be difficult to identify why some brands become iconic, inspiring fierce loyalty, while others fade into obscurity. Thankfully, neuroscience can give us some clues. The answer lies not just in catchy taglines or vibrant logos but in the intricate corridors of our brains.

Why Brand Recognition Matters:

Neuroscience, particularly studies utilizing the advanced technology of functional magnetic resonance imaging (fMRI), has opened the door to understanding how the human brain interacts with brands. One groundbreaking study conducted by Dr. Christine Born from Charité University Hospital in Berlin discovered that the brain's response to strong and familiar brands operates in much the same way it does to faces of people we know. It is as if our brain recognizes and processes a beloved brand similarly to how it does a close friend.

The hippocampus, a small, curved region in our brain crucial for memory and learning, becomes particularly active when presented with strong branding. Dr. Born's fMRI research revealed that when subjects were shown well-known logos, the hippocampus lit up, implying a deep-seated recognition and memory response. It underscores the idea that a brand is not merely an image or a tagline; it's a set of memories and associations.

This neurological connection can be aptly summarized by the adage, "Brands are like faces, and products are like hands." In essence, while products do the work, brands give them a recognizable face — a face that our brain distinctly remembers. The stronger the branding, the more vivid the memory. A compelling brand, thus, isn't just glanced at; it's etched in the mind.

In a world teeming with information, where consumers are exposed to an average of 4,000 to 10,000 ads each day, this differentiation in memory makes all the difference. Brands that successfully nestle themselves in the hippocampus aren't just recognized; they stand out in the vast sea of stimuli. They're not just passively acknowledged; they are actively recalled and remembered.

Brands as Friends: Making Personal Connections in a Commercial World

The connection between brands and our brains was further explored in a pioneering study conducted at Duke University, where researchers found that people's brains don't just recognize strong brands—they bond with them.

Utilizing functional magnetic resonance imaging, the study illustrated that when subjects were shown logos of iconic brands, such as Apple or Harley Davidson, regions of the brain associated with personal identity and social relationships—like the medial prefrontal cortex—were activated. Intriguingly, these are the same regions that light up when we think about our self-identity or recognize someone we trust.

James Twitchell, a renowned author on branding, eloquently described this phenomenon when he stated, "Brands are the familiar made strange, and the strange made familiar." It's as if, through consistent and strong branding, companies have managed to become an intimate part of our social fabric. We don't just use a product; we form a bond, as if adding a new friend into our inner circle.

This intimacy has profound implications. According to a Nielsen study, 92% of consumers trust recommendations from friends and family above all other forms of advertising. Now, consider this in the context of our neural associations—brands that our brains perceive as 'friends' benefit from this implicit trust. When a brand achieves this level of neural intimacy, it's not merely being recognized; it's being vouched for, like a friend recommending a product to another friend.

Think of Apple's loyal customer base. Many Apple users aren't just customers; they're ardent advocates, champions of the brand. This loyalty isn't accidental; it's neurological. Apple, through its consistent branding, has carved a niche in the minds of its users, not as a manufacturer, but as a confidant. As Maya Angelou aptly said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel." Iconic brands, like trusted friends, make us feel understood, valued, and connected.

In a world of commoditization, where products are often indistinguishable in features, it's this emotional, personal connection that sets successful brands apart. They don't just cater to a need; they cater to an identity. And in that pursuit, branding becomes not just a business strategy—it becomes profoundly personal.

The Reward of Familiar Brands: A Neurological Dive into Brand Loyalty

In a world saturated with brand messages, logos, and advertisements, our brains have become discerning judges, constantly evaluating and forming relationships with brands. But the magic truly happens when our brains encounter brands they love.

A landmark study led by Steven Quartz, a neuroscientist at Caltech, explored this connection using functional magnetic resonance imaging to monitor participants' brain activity as they viewed images of both luxury and non-luxury brands. The results were compelling. Luxury brands, or those brands with which participants had positive associations, activated the brain's medial prefrontal cortex—a region involved in self-identity and decision-making. More fascinatingly, these preferred brands also sparked activity in the brain's reward centers, notably the ventral striatum and ventromedial prefrontal cortex. These areas are intimately associated with pleasure, positive reinforcement, and the anticipation of rewards.

Why does this matter? As the famous saying goes, "Neurons that fire together, wire together." When the brain consistently associates pleasure with a particular stimulus—in this case, a brand—it strengthens the neural pathways responsible for this association. It's akin to hearing a favorite song and feeling an immediate uplift in spirits. As noted psychologist B.F. Skinner once observed, behavior that's rewarded is likely to be repeated. In branding terms, when consumers receive a burst of pleasure from engaging with a brand, they're neurologically predisposed to return to that brand time and again.

This neurological reward system might explain brand loyalty's resilience, even in the face of competitive pricing or innovative alternatives. Consider Coca-Cola consumers who swear by their preferred drink, even when presented with cheaper or newer soda flavors. The pleasure centers in their brains have formed such a robust association with the Coca-Cola brand that alternatives, regardless of their merits, are almost fighting an uphill battle for neural recognition.

The implications of this for businesses are profound. Creating a brand isn't just about showcasing a product or service; it's about forging a neurological bond. When businesses successfully nestle into the brain's reward pathways, they achieve more than customer satisfaction—they earn customer loyalty. As the adage goes, "A brand is not a product, but a promise." And every time that promise is fulfilled, the brain celebrates with a burst of pleasure, ensuring the cycle continues.

Beyond the Product: How Potent Brand Narratives Shape the Future of Business

Historically, businesses might have been able to thrive based on product quality alone. Today, however, in a globalized market where differences in product quality are often negligible, a brand's story and personality have emerged as decisive differentiators. Think about it: Apple isn't the only company selling smartphones, and Coca-Cola isn't the only cola drink. Yet, their brand stories and personalities—of innovation, of happiness, of belonging—have rendered them icons in their respective industries. Brands like these don't just serve a functional need; they fulfill emotional, psychological, and even existential voids, becoming not just products or services but integral components of individual identities.

What the brands that stand out do better than anyone else is to create REASSURANCE AND CERTAINTY for the brain, rather than additional information and noise that our overstimulated psyches need to process.

They operate like friends. They have distinct PERSONALITIES.

When you launch your business you know that you need a logo, a colour palette, even a tagline. We choose these, build a website, print some signage and wonder why we don’t connect. We look at our competition and wonder why their brands make our audience respond with joy and why they’ll spend more on what is essentially the same product elsewhere. At the heart of value, connection, conversion, all of business lies a core concept many overlook, especially in the realm of small business: Brand Personality.

What is Brand Personality?

Brand Personality refers to the set of human characteristics attributed to a brand, making it relatable and resonant. Just as individuals have personalities—traits, habits, and nuances that define them—brands can be molded to represent certain characteristics that resonate with their target audience.

Consider the extroverted, lively energy of Red Bull, or the rugged, adventurous spirit of Jeep. Each of these brands exudes distinct personalities, and it's no accident. Their brand personality reflects the values, emotions, and interests of their desired audience.

Why Does Brand Personality Matter, Especially for Small Businesses?

For small business owners, resources might be limited, but the competition is fierce. In a world teeming with choices, consumers no longer buy products or services; they buy stories, emotions, and experiences. And that's precisely where brand personality comes into play.

Credibility and Trust: A consistent brand personality establishes credibility. When consumers feel they "know" your brand, trust is more easily established.

Emotional Resonance: Purchasing decisions are not always logical; they're deeply emotional. A resonant brand personality can trigger positive emotions, urging customers to choose you over competitors.

Differentiation: In a saturated market, where many small businesses might offer similar products or services, brand personality can be the differentiator that sets you apart.

Loyalty and Advocacy: Customers loyal to a brand often align with its values and personality. They don't just become repeat customers; they become brand advocates, recommending your business to others.

From a purely selfish perspective, a distinct brand personality can make your own life easier. It cuts down on decision fatigue. You know ahead of time the characteristics of your products, services, systems and content before you sit down to execute them. Brand new staff can nail your tone of voice and your values without any input from you. Everyone sings from the same hymn sheet.

In my agency days, when a client would come to me for help with their ads and I’d suggest a brand tone of voice session first, I’d often get push back. It’s all well and good to love your brand, but their immediate issue was sales. How was fiddling with words going to solve their biggest problem; cashflow? Well, brand tone is the answer here as well.

Serving Sass: How Wendy's Revamped Brand Voice Became a Sales Game-Changer

Wendy's, an American international fast food chain, has been a household name since its inception in 1969. While it's long been known for its square hamburgers and the Frosty, competition in the fast-food industry is fierce, and standing out is an ever-present challenge.

By the 2010s, the fast-food industry was overflowing with brands vying for consumers' attention. Traditional advertising strategies were becoming less effective. Wendy's needed a way to differentiate itself in a saturated market and resonate with a younger, more online-savvy audience.

Enter Wendy's revamped brand voice, particularly on social media. Instead of the standard promotional tweets and posts many brands were using, Wendy's adopted a sassy, humorous, and sometimes even roasting tone, especially on Twitter. When users tried to challenge the brand, Wendy's was quick with witty comebacks, earning it the title of "Roastmaster" among many social media users.

This wasn't just about humor for humor's sake. Wendy's tone was carefully crafted to emphasize its brand values of being fresh and genuine. They underscored this with campaigns highlighting their fresh, never frozen, beef, contrasting it with competitors.

Wendy's new brand voice created a social media sensation. Their tweets and replies often went viral, leading to substantial organic engagement and reach. The company saw a direct correlation between their social media engagement and sales figures. In Q1 2017, following a particularly impactful social media campaign, Wendy's reported a 33% increase in revenue compared to the previous year's quarter.

Moreover, the brand successfully attracted a younger demographic, crucial for long-term brand sustainability. Wendy's positioned itself not just as a fast-food chain, but as a brand with a relatable and entertaining personality.

Wendy's transformation on social media demonstrates the power of a well-crafted brand voice. By taking risks and embracing a unique tone, Wendy's distinguished itself in a crowded market, leading to tangible business results. It stands as a testament to the idea that in the modern digital age, brands need more than just a good product; they need a distinct personality that consumers can connect with.

How to Carve Out a Distinct Brand Personality for Your Small Business:

As a small business owner, you might think that brand personality is a luxury reserved for big corporations with deep pockets. However, in today's digital age, with consumers seeking connections and narratives, crafting a distinct brand personality can be the game-changer your business needs.

a. Self-Reflection and Analysis: Before looking outward, start inward. What values were foundational when you began your business? Are they adventurous, community-centered, innovative, traditional, or playful? Your brand personality should be a reflection of these core values.

b. Understand Your Audience: Who are they? What do they value? Which brands do they currently admire, and why? Using surveys, feedback forms, or even casual conversations can provide insights.

c. Personify Your Brand: Imagine your brand as a person. What would they look like? How would they talk? What would their hobbies be? This exercise can often clarify the traits your brand should embody.

d. Consistency is Key: Once you've identified your brand personality, ensure it's reflected consistently across all touchpoints – from your website and social media presence to customer service interactions and product packaging.

e. Seek Feedback and Evolve: The market, your customers, and their preferences will evolve. Regularly seek feedback and be prepared to make necessary adjustments to your brand personality while staying true to your core values.

As a small business owner, you might think that brand personality is a luxury reserved for big corporations with deep pockets. However, in today's digital age, with consumers seeking connections and narratives, crafting a distinct brand personality can be the game-changer your business needs.

Remember, every interaction a customer has with your brand contributes to their perception of your brand personality. So, make each interaction count. Your logo, website, and advertising campaigns are essential, but so is the language in your emails, the tone of your social media posts, and the ambiance of your physical or digital storefront.

In business, while quality, price, and functionality play pivotal roles, it's the human touch, the story, the emotion, and the personality that often clinch the deal. Don't let your brand be just another name. Give it a voice, a spirit, a personality, and watch it grow.

Want ChatGPT to help you craft your brand persona? Visit our comprehensive guide to using ChatGPT to craft your brand voice: “How Business Leaders Use Alter Egos for Skyrocketing Success (+use ChatGPT to get yours!)”