As humans, we are highly visual creatures. The visual cortex of our brain has over thirty areas dedicated to helping us see and make sense of the world. When we see things, we don't just see shapes, but we also emotionally experience what we are perceiving.
The connection between emotions and the brain has been clearly demonstrated by modern neuroscience. Brain scans reveal the hidden connections between what we see and how we feel about what we see. Without feelings, objects in our visual field hold no significance and fall into the background of our perception. If an image doesn't trigger the emotional center of the brain, it's without meaning. We feel disconnected to what we see, even when it's people as important as our parents or children. Biologically, all memory is tied to an emotion.
Emotions = Energy
Every image, including your Brand Image, must pass through the thalamus--the relay station in the brain that takes in sensory information and then passes it along to the cerebral cortex. Simply put, the thalamus tells customers how they feel about your brand.
Your Brand Image carries energy, and provides information to the consumer about the brand experience. For example, the Apple logo is one of the most widely recognized images in the world, associated with creativity and innovation. Empirical studies have shown that subjects exposed to the Apple logo exhibit greater creativity than control subjects. Like Apple, your Brand Image stands for the sum of the brand promise.
The Brand Image has the power to connect your Brand with the emotional centers in the brain. We are wired to see. And when we see, we believe.
How much POWER does your BRAND IMAGE have today?
Excellent post. Neuroscience will continue to reveal the importance of branding -- all of the intangible aspects that influence purchasing decisions and loyalty. The day of the merchant is ending. The rule of the true marketer is upon us!
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