Link your brand’s touchpoints to positive emotions to trigger strong recall

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Written By Chris Shirley MA FRGS

A merchandise concept we made for Veteran Owned (UK) back to highlight this innovative strategy.

Believe it or not (this might challenge some notions about decision making!), connecting small, innocuous experiences such as drinking coffee in a mug with your brand’s logo, can increase the ‘System 1’ brain connections (aka the ‘autopilot’, or unconscious mind), which drives increased brand awareness, recall and perception.

 

If you’ve ever read Atomic Habits by James Clear (we highly recommend it), then you’ll understand the concept that when you associate emotions with a particular behaviour and a visual stimuli of a brand (such as when you put your trainers next to your bed as a reminder to exercise in the morning, and get an exposure to a logo with three stripes or a big tick), you’ll forge a stronger connection than the 2 things on their own.

The neuroscience of behavioural economics suggests we slowly start establishing an emotional connection with the brand, and so the cognitive burden for brand recall is reduced. This emotional association can lead to increased brand loyalty and affinity when you see the logo, tone of voice, or brand touchpoints.

 

The cognitive priming effect comes into play when coffee drinking experiences with branded merchandise prime the brain to think positively about the brand in unrelated situations. The mere sight of the brand's logo on a coffee mug or other items can trigger those same positive associations, positively influencing perceptions of the brand. If you’ve ever studied the power of emotions in media, you’ll also know the emotions most likely to elicit a response are inspiration and anger (hence why a lot of headlines often aim to evoke one of the two, to make you click).

 

So, by riding the coattails of a simple act like drinking coffee, you increase the likelihood of strongest brand recall (i.e., when someone needs the product or service you provide, you’re the top of their mind and so stand the highest chance of purchase).

Chris Shirley MA FRGS

About the Author:

Chris is the founder of Hiatus.Design, a mission-driven branding and website design company that works with clients all over the world.

Over the course of his life, he has travelled to more than 60 countries across six continents, earned two Guinness World Records, completed the legendary Marathon des Sables, summited Mont Blanc and unclimbed peaks in Asia, become a Fellow of the Royal Geographical Society (FRGS), rowed across the Atlantic Ocean and obtained a Masterʼs degree in Business Management (MA).

https://www.hiatus.design
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