The Psychology of Obstacles in Brand Marketing
The previous post, Branding Psychology Insights: How Consumer’s REALLY View Your Brand, discussed three important ideas:
- Your consumers are concerned ONLY about their end result
- Your product/service is your consumer’s bridge/obstacle to the end result they desire
- Your brand, the face & name of your product/service, must be synonymous with that end result
We all face obstacles. Obstacles are a part of life.
Obstacles contribute to our growth, more than most of us are aware of.
And just for clarification – an obstacle, is anything that hinders the progress to a desired goal.
The thing with obstacles, is that they don’t just show up as one big dragon we have to slay. Sometimes there are several dragons we need to get past.
Sometimes there are obstacles within obstacles. That’s when we’re truly tested on how MUCH we want our end result.
Branding Psychology Insights: How Consumers REALLY View Your Brand
If you read Brand Strategy: How To Fuel Consumer Motivation, then you’re well aware of the fact that consumers don’t buy the product, the service, or even the brand… they are buying the end result. They are buying the benefits and solutions.
The end result, the solutions, and the benefits are essentially feelings that humans desire on the deepest level – joy, fullness, satisfaction, happiness, confidence, acceptance, etc.
Anything we really do, anything we pursue, we do it to experience some form of these positive feelings.
If we were to boil down brand marketing to the core…
It’s how well you can associate your brand, in the mind of your consumer, as being the BRIDGE to the end result they want.
Branding Psychology Insights: Influencing Consumer Reaction
Background Psychology:
We humans enjoy having control over the majority of experiences we have. We crave control. We usually want things in excess and don’t like limits of things because at the end of the day, we know we can have more of what we are in control of.
Food and money are examples of things we enjoy having control over and enjoy having an abundance of. Both can impact our physical experience significantly.
But whenever anything is limited, we lose the control we had and are forced to react to the limitation instead. Limitations bother us. Having a limit of food or having a limit of money, forces us to react in a way to deal with it accordingly. Some deal with a plan, others don’t even want to look at it. Having an abundance of anything, means we have control over it – which is why we always seek abundance because on a deep level, we want control.
