Branding Techniques Based on Human Psychology: 10 Successful Examples

Creative Branding Techniques

There are countless invisible factors that help determine just how much customers gravitate toward your company, and your brand marketing techniques play a huge role. After all, your brand is a direct reflection of your professional identity, so it should be designed to connect at a deep level.

The key to awesome branding is to employ effective branding techniques that get your message across in a clear and engaging way. Think about it this way: if the gist of your branding is either unclear or boring, there’s a low chance that your potential customers will feel moved by it at all.

On the other side, establishing a brand that speaks your audience’s language will give you the right reputation among individuals who can become customers in the short or long run.

With the above in mind, building a brand based on human psychology can help you connect with your audience and minimize external noise.

Here are 10 branding techniques based on the behavior of your audience, incorporating effective marketing tactics.

1. Lean Into the Least Effort Principle

Most people like taking shortcuts, and this is a common aspect of human nature. This concept is called the path of least resistance, and it’s an evolutionary phenomenon.

The good news is that you can also leverage it to your advantage when creating a logo or fine-tuning other parts of your brand message.

Simply put, the path of least resistance means that your customers will opt for the product or service that requires the least effort.

You can adapt to this by integrating psychology and marketing, making your brand all about ease and convenience — you can even incorporate your contact number or website as part of your slogan!


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2. Fill the Informational Gap

For 4 out of 5 consumers, it’s important to trust a brand before they consider making a purchase from this company.

You can earn their trust by filling an informational gap related to your industry and then proposing your products or services as a solution.

This is called the information gap theory, and it dictates that your customers will proactively take steps to make up for a perceived lack of knowledge.

In other words, if you show customers that they are missing some information and then give them this knowledge, they will trust you a lot faster.

3. Play with the Gestalt Principle

Our brains always try to structure the world in an order that makes sense to us. This is the root of the Gestalt principle in psychology.

As a marketer, you can also leverage this principle in your logo or branding as a whole.

You can do this by establishing different parts of your brand as individual elements that also form an image when combined.

This technique is even more effective today, where you can use artificial intelligence to create several branding proposals for your business.

4. Contextualize Your Brand Through Framing

The concept of framing is not new — it relies on manipulating a certain message by putting it in a different context.

As a brand, you can use this to your advantage and improve the way your services, products, and company values are portrayed.

Note that this doesn’t have to be extreme to work — you don’t have to compare yourself to underperforming competitors; just highlight the factors that help you stand out.

5. Take the Commitment and Consistency Rout

There are many companies that have built a brand reputation based on consistency and commitment, so you can definitely do so with your brand as well!

All companies want to build a reputation based on quality, but the idea here is to really lean into it and position your brand as a helping hand or trusty neighbor who can always be counted on.

Make it a habit to consistently meet your customers’ needs. This applies not only to the quality of the product but also to the supporting areas of marketing and customer service.

Here’s more information on how you can protect your clients’ data, which, in turn, will help you gain their trust.

6. Focus on Color Psychology

There is no denying that colors affect the way we perceive a brand. For instance, around 43% of consumers associate black with high quality.

It’s true that different colors cause different reactions at a physiological and psychological level, so you need to choose a hue that puts your audience in the right state of mind.

If not, you may find that your branding has the complete opposite effect of what you were looking for.

7. Create a Permanent CTA

Your call-to-action is the part of your marketing that tells your customers what you want them to do.

This technique is usually applied at a more granular level, but you can also implement it at a brand level and always remind customers what they should do, whether it’s phoning you, going to your website, or buying one of your goods.

8. Anchor Your Value Onto Customers

The anchoring phenomenon occurs when a person finds out a fact and makes decisions based on this new information, whether it’s accurate or not.

You can implement this into your branding by choosing a useful piece of information about your products or services, anchoring it to your audience, and building your pitch on this newly acquired data.

9. Mirror Your Audience

In psychology, the liking principle highlights the fact that we like similar people who share a similar goal and enjoy our company.

If you target a clear market segment, you can use this to your advantage, mirror your audience, and build a brand based on the liking principle.

This will require you to study your audience in great detail because you’ll have to publish similar content to what your followers are already interested in and use pronouns like:

  • “Us”;
  • “We”;
  • And “Our”.

What Role Does Psychology Play in Customer’s Preferences?

Although we’ve studied it for centuries, human behavior is still largely a mystery.

There are so many factors influencing our decisions that it’s almost impossible to exactly predict the behavior of a person or group of people.

Fortunately, understanding the psychology of humans can help you sway the decisions that your audiences make about your brand.

By breaking down the steps that customers take when choosing your products and services, you can figure out the mental map that existing clients have taken and create a path for new customers to follow.

Storytelling and Branding

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Storytelling and branding are a powerful combination that can exponentially amplify the impact of your brand voice.

The branding process already humanizes your brand, but when combined with storytelling, the anecdotes about your company can really come to life.

This has a huge impact on potential customers, as imagining your services and products in a positive light can drive customers towards your brand even more.


Branding has become a necessary activity because it transforms your company from a faceless entity into a personable and engaging part of your customer’s reality.

Instead of your products, branding gives your customers something else to relate to and connect at a deeper level. Which, in turn, can transform how your customers feel about your company now and in the future.

Product marketing is one of the activities that helps you establish your brand identity and culture. The reason for this is that your brand directly impacts how your customers feel about your product or service.

So, your branding doesn’t only affect how you market your goods and services, it actually dictates the techniques, content, and other variables of every campaign.

While establishing a brand is a necessary first step, you also need to focus on transmitting the message to your audiences and target markets.

Some parts of your brand — your quality, reliability, product consistency, and so on — are not obvious from an outsider’s perspective, so you should dedicate resources to getting this message across to your potential customers.

If your branding is on point, it will help drive consumer loyalty, which in turn translates to repeat purchases and a higher overall demand. Brands that are capable of establishing this type of connection tend to rely on messages of quality, reliability, and other authoritative traits that place them among the best companies.

Your customers start forming an emotional connection with your brand as soon as it’s identifiable to them. A well-designed brand identity can help drum up subconscious emotions that help influence your customers’ collective behavior and push them to purchase your products and services.

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