Your Neurons are Staring at You

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5 years ago

Buyology

There is a science behind how the consumer buys. Neuromarketing is the insight into how we marry thoughts, feelings, and desires that drive our buying patterns. This concept opens up the thought process behind the term Buyology. Brands have been studying our buying patterns for years. Companies know more about how we buy than we do.

Brands Create an Unconscious Emotion

We buy a certain brand because we have become comfortable with it. Brands are constantly being thrown at us through ads, store shelves, billboards, and subliminal messaging. This creates an unconscious emotion that can be very subtle. A smiling face can be seen visually, reflected in our voice and through written humor. Subtlety of colors can boost our emotions persuading us to buy.

Red is Subliminal

Coke has been a leader in tempting our emotions. Their red color is a constant message to our brains. We don't need to know it is a coke bottle, but as long as we see the red color on the bottle and the shape we know what it is. Coke is such a huge brand where subliminal messaging can boost their revenue.

Visual Impact Says A Lot

Their sales saw a boost when they had a visual impact on American Idol. The hosts drink from Coke cups that are placed directly in front of them. They sit on red couches and chairs that resemble Coke bottles. Contestants enter a room that is unmistakably Coca Cola red. Coke has about 60 percent of the advertising space.

The Science Behind Buying

We can certainly build our brand by studying what and how the customer buys. When we consider the science behind what drives our loyalty, our minds, and our wallets we can build a successful brand. This buyology can bring a win win for the customer and us. We will see a potential rush of reward, pleasure, and happiness. We want to create a positive experience.

Familiarity Brings a Greater Sense of Self

This postive experience can be attributed to a buying ritual. We always gravitate towards brands that we enjoy or are familiar with. It has a a greater effect on emotional health. We sometimes get out of sorts when the stores are out of our favorite product. It can bring consumers a greater sense of self.

Rituals Create Control

Rituals can help us have control over our lives. We stand by the shopping ritual of buying the same products on our grocery list. Most of the time we don't deviate from that. It has been found to create a stronger environment of physical health. Once that ritual is broken it throws us into a slight depression.

That Sense of Belonging Makes Us

We get used to the same thing. The coffee we drink, the way we wake up, our choice of outfit for the day is a daily ritual. Some of the rituals that consumers become familiar with bring stability and comfortability. We all want a sense of belonging. The rush to get the next Apple product or to be in the know within the Netflix community is part of our makeup or culture.

Grab that Percentage

This is a mission the buying public will usually adhere to. Companies will adhere to a mission that will build upon their success. Branding will always be a companies mission so they can grab a percentage of the buyology mindset. We need to build that brand so we can grab that percentage too.

Some of the companies that have built recognizable brands are Corona, Guiness, Toblerone, and of course McDonalds.

1. Corona: A lime wedge on the bottle

2. Guiness: "Good things come to those that wait." They pour it very slowly and let the foam go down before they add more to the glass. They do this until they top it off. The customer is willing to wait because good things come to those that wait.

3. Toblerone: Their product has a unique triangular shape. If they changed their shape the world would probably come to a crashing halt. Not really.

4. McDonalds: The Golden ............ I don't think I need to mention their iconic arch. Oops I just did.

These are just a few of the brands that rituals have paved their way to success.

Build your Brand like a Religion

Our success lies in how we want to portray our brand. We need to stay true to our mission, our rituals, and the customers. Build our brand so we will be familiar years into the future. We want customers to follow us like a religion. We need to be alert to their buying habits and desires.

The Neurons are Telling Us

Don't disregard the science of neuromarketing. Our neurons mirror how we like to buy which plays into how those around us buy. We all have our buying system which is definitely a science. We don't have to believe this is the only way to build our brand, but it has validity.

Neurons and Buyology Make a Great Couple

When customers marry thoughts, feelings, and desires into their buyology it creates a wonderful buying experience for them. We need to focus our efforts on this so we can keep customers coming back. This is our goal in order to make our businesses a success. The science works. Believe what your neurons are mirroring when they are staring back at you.