The psychology of brand awareness and trust (Infographic)

By Rebecca Purrington

Building brand awareness and trust is not easy. Businesses should understand that customers relate to brands, at least to some extent, through their emotional connections with the company, its products and its marketing.

What psychological factors are most important to branding? We found that five factors improve brand awareness and trust, which can lead to increased sales: color, social influence, customer experience, transparency and consistency, and visual storytelling.

Not totally convinced? According to various studies:

-Color improves brand recognition by up to 80%.

-64% of consumers purchase a product after watching a branded video on social networks.

-73% of people prefer brands that personalize the shopping experience.

-94% of customers are likely to show loyalty to a brand that offers complete transparency.

-Consistently presented brands are 3.5 times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation.

-89% of shoppers stay loyal to brands that share their values.

The accompanying infographic, 5 Psychological Factors of Brand Awareness and Trust, offers suggestions you can use to tap into these factors to gain the brand awareness and trust that lead to consumer loyalty — and greater sales. Our recommendations are general in nature; the intent is to be applicable to a wide range of organizations, business types and products.
It’s time to get your head out of the hard data and get inside your customers’ heads instead!
Rebecca Purrington is a promotional products expert with Crestline Custom Promotional Products. She has more than five years of consultative sales experience in the industry and holds degrees in both Social/Behavioral Sciences and Business Management.

This infographic was created by Crestline

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