brandsync® – brand management
Brand, Customer and Communication
With brandsync®, a unique brand strategy methodology, to design emotional, creative, and effective brand stories across all touchpoints along the customer journey. This methodology is based on the latest findings from neuro- and cognitive science. During this process, we develop an emotional brand experience within your company for all brand ambassadors and target groups.
„I want that!“ – This decision is made on the basis of gut instinct when we are easily convinced by a brand message. Emotions play a major role in this respect. The way we experience a brand at an emotional level has a huge impact on whether or not we buy a product. Neuroscientist Antonio Damasio discovered that all decisions have an emotional component. In 80 to 95 per cent of cases, this is even the decision driver.
And this does not just apply to the B2C market. A study by Christin Haehnel in 2011 proved that this is also relevant for the B2B market. This study examined 104 buying centres and showed that even here emotions play a key role in human decision-making. Every human decision can be analysed in detail until it comes down to one emotional response – “I want it!” Be honest with yourself and scrutinise your decisions five times. What reason are you left with?
Straight to the heart
Whether in the B2C or B2B market – emotional brand management enables companies to win customers over to their brands and products. With brandsync®, we developed a working methodology that supports companies in the development of an emotional brand strategy. brandsync® is based on the latest findings from the world of neuro- and cognitive science. This working methodology reflects over 20 years of experience of practical B2C and B2B brand communication.
With brandsync®, the analysis focuses not only on the emotional mindset and brand perception of the brand ambassadors but also on those of the target group, and compares these with the brand image in the media. We refer to this process as „the synchronisation of brand, people, and media“. Because, only when common brand knowledge is shared by everyone involved in the branding process and the target group, the brand message can speak directly to the heart.
How does the emotional decision-making process actually work? According to the findings of behavioural economist and Nobel Prize winner Daniel Kahnemann, thoughts are split into two systems: the conscious and explicit besides the subconscious and implicit. In other words: pilot and autopilot.
System 1: autopilot
The autopilot works at an entirely emotional and subconscious level . It seeks out information to which our reward system reacts. If we are unable to answer a specific question rationally – whether or not to buy a product, for example – our autopilot replaces the answer with a simple emotional evaluation: if a reward is expected („I want it!“), then we buy it. If not, we avoid it.
System 2: pilot
The pilot operates when we are actively and consciously dealing with something – in short, if we are carrying out an assessment or thinking rationally, such as solving an arithmetical problem. The pilot requires a great deal of energy and is therefore used sparingly. In practical terms, this means that it accepts the emotional suggestions of the autopilot in most cases. It blocks the implicit subconscious only in very rare cases.
The brandsync® working methodology is based on various scientific models from evolutionary and personality psychology. One of these is the Zurich Model of Social Motivation, which differentiates between four basic expressions of emotional thought. brandsync® has applied these findings to the world of branding and developed the four „SyncTypes“ – four reward types – model: autonomous, excitement-oriented, safety-oriented, and interpersonal.
Each SyncType responds to different key emotional stimuli. While the autonomous type is emotionally attracted to products that increase success, the safety-oriented type’s reward system responds positively to products that make life more stable.
Everyone has their own emotional way of thinking. This determines how we view our world.
With brandsync®, the trio-group can measure the emotional profile of a brand, work with the company’s decision makers to compare it to the corporate strategy, and, if necessary, adjust it to suit future developments in the market and in the company.
In brand positioning, a leitmotif is defined as a frame of reference. This represents the brand home and underpins the storytelling of brand messages. This frame of reference is used to adapt the brand story to all other emotional and motivational systems, while always incorporating a consistent brand message from the leitmotif.