As NeuroLeadership Coach, Maria Chase, says:
"Learning about the brain changes everything."
As the control room to our entire existence, frankly neuroscience transcends all aspects of our lives. Our thoughts become our words which become our actions, so what we think is vital to how we choose to live our lives.
Now, there's not so much of a hop, skip and a jump from neuroscience to branding & marketing. In fact, understanding how our brains work can really lay the foundations for a successful strategy. Why? Because it means we better understand how people work. Learnings and insights we can use to our advantage - especially when building a personal brand.
We are lazy creatures
One of the uncomfortable truths about humanity; our brains are constantly looking for shortcuts. It is a truly awesome organ, and its power in efficiency is stunning. Take a moment to think about all the things our bodies do, with very little to no consciousness. For example: breathing, walking, knowing to have a drink when we're thirsty, knowing to have some food when we're hungry, or getting some shuteye when we're tired. On a less basic level: typing. Are you consciously using brain power to think about moving your fingers - bending the joints and stretching your digits across the keyboard to reach certain letters as you craft that email, or write a blog post?
Of course not. The wonderful neuro insight that can be applied to branding here is this:
You need to codify your brand, over-codify it, and codify it some more.
This means, you need to be clear on what your own brand assets are, and use them mercilessly across all your communications. This could be your own logo, your colour palette, your photos, or, more subtly, particular patterns, illustration styles, photography treatments, and, in the non-visual: sonic branding, a.k.a. sound marks or audio autographs. (Check out @garyvee's Instagram to see what I mean).
On that note...
Audiovisual wins every time
According to Amplenary co-founder and neuro expert, Maria Chase:
"The visual cortex is the largest brain system, which takes in size, shape, colour and texture,
processing all of this to make sense of something on a multitude of levels, meaning the visual is our most dominant sense (hence the saying, 'A picture paints a thousand words!')"
"Our brains were also made to MOVE, which forms an interesting connection between sound or music, and the compulsion it forms to get up and start dancing! Combine the two elements, audio and visual, and you have a powerful piece of communication."
There's no wonder, then, why all the social media platforms are prioritising video content and encouraging you and me to become content creators. It really is a powerful format to communicate with people, not to mention the connection you can make with your audience, even if we are seeing each other through screens all the time now!
Leverage pre-existing mental structures
Like it or not, our brains need to categorise information as part of its processing. It may be very un-2020 to label things, but recognising how we organise information enables you to use this to your advantage.
Sigmund Freud contemporary and founder of analytical psychology, Carl Jung, invented the 12 Brand Archetypes, which is a framework of basic personalities found through all walks of life, that people subconsciously use to quickly make sense of a situation, and immediately judge whether someone is a friend or a foe. (We are natural creatures evolved from a period of survival, bear with).
Interestingly, what Jung demonstrated with these 12 Brand Archetypes was the capacity for collective consciousness (because knowing which berries are poisonous and which are safe to eat is essential for our survival as a species).
Where this applies in branding is the mass recognition of the Coca Cola red, or McDonald's golden arches, or Chanel's interlocking Cs. This is where you can start building on those brand codes, or creative assets, to achieve a position of higher awareness and instant recognition with your target audience.
Learn more about the powerful combination of neuroscience, executive coaching, and personal branding, in one of our next FREE webinars here.
This blog post was written by Stephanie Melodia, co-founder of Amplenary and personal branding lead. Stephanie is also the founder of startup marketing agency, Bloom, the host of founder podcast, Time to Bloom, and scout for Ada Ventures.
Amplenary is a leadership accelerator unlike any other. A truly unique, 6-week programme for ambitious professionals and entrepreneurs, blending together areas of neuroscience, executive coaching, and personal branding for the very first time. Sign up here or directly contact Maria, Reena, or Stephanie.
Please note none of the brands mentioned or links shared here are sponsored or affiliated. All Amplenary opinions are unpaid and entirely our own, unless otherwise stated.