Have you ever bought anything after reading reviews left by other customers? You may have started following a company on social media because you found their posts amusing, or maybe the latest offering from your go-to online store was too good to pass off.
Congratulations if any of the following situations have been applicable to you: You have experienced the effects of brand psychology.
To establish a successful brand, it is essential to know your audience and how to appeal to them psychologically. However, it is difficult to break it into practical takeaways because it is an abstract and general concept. Some of the most important things to remember about brand psychology are listed below.
PSYCHOLOGICAL FACTORS THAT INFLUENCE CLIENT BEHAVIOR
Color psychology to market the brand
If you want to use the power of color psychology to help your brand, you’ve come to the right place. Color psychology is concerned with the sentiments and emotions we experience when exposed to various brand colors, thus, generating rich and lasting brand experiences. Each of these brand colors can change our minds in different, unpredictable ways.
Marketing colors like red denote dominance and confidence. Green is highly connected to nature, and fertility. Blue ties closely to serenity, peace, and comfort. Yellow evokes feelings of creativity, happiness, and optimism.
Law firm logos are equally important as those in other fields and require careful consideration. Companies in the legal sector may use a combination of one or two colors, preferably a mix of brights and neutrals, as the dominant and secondary color for their logos and marketing materials.
Building a distinct brand voice
Your product or service ought to have a distinct identity and persona. A voice that is unique, genuine, consistent, and matches your brand is crucial. Knowing your target audience through and out will help you develop a brand language that effectively addresses their most immediate wants and needs.
The level of competition in the legal industry is striking. Creating a distinct identity for your legal practice is an efficient strategy for standing out from the competition. Finding out who you’re establishing this brand for is the first and most important stage in the process. Your personality and unique selling points (USPs) help them decide whether to pick you over your rivals. Find your area of specialization to figure out what your USP is. Are you a new-age tech firm, focusing on cryptocurrency, artificial intelligence and emerging technologies? Or do you specialise in niche areas like surrogacy laws and international data privacy framework?
Create an experience by adding emotional appeals
Have you ever done something you knew wasn’t a good idea, but you did it anyway because it felt right? That’s the power of feelings in decision making.. It is possible to increase sales by utilizing strategic messaging to elicit your clients’ desired emotions.
Learn what drives your target audience. Greed? Fear? Joy? Curiosity? Make use of messaging that elicits that emotional reaction to establish a connection between the buyer and the brand.
Strategic storytelling is a great branding tool. As a law firm, building a story around your client’s challenges, their legal journey and the outcome of your advice is a brilliant way to make the audience root for you. You could also share the impact of your pro bono services, or the professional struggles and career trajectory of your partners.
Building relations based on reciprocity
Do you ever feel obligated to repay your friend for a favor they’ve done for you? Human nature compels us to return favors when we receive them. This desire forms the basis of the notion of reciprocity. When you do something first, people will be happy and look for a way to pay you back, either by sending you more business or referring you to other people.
Offering their knowledge or experience is a good way for law firms to make useful business connections. You can also engage with your social media audience and guide them through legal difficulties. Try adding value to your audience through a free guide, training course, or webinar, that has educational and informational utility.
Paradox of choice and scarcity
People place greater importance on things that are hard to get rather than on things that are easily available. Scarcity is a powerful motivator as it forces people to make a choice and take actions instantly.
How do you make your clients feel like they’re missing out on your legal services? How can you create scarcing for legal counsel in today’s jam-packed legal market? This can be done by highlighting the impact your recent work has created which will make potential clients feel like they need to decide right away, or else someone might beat them to you.
Images are easier for our minds to take in than lengthy passages of text. For this reason, having access to a talented and competent design staff may do wonders for your company. Including images in all of your marketing materials will allow you to engage the client and tell them an appealing story.
In particular, law firms that are known for their serious approach should make room for some experimentation across all of their social channels in order to provide visually engaging and memorable content to their audiences.
Priming and anchoring
Our thoughts and memories work in very complicated ways. Our reaction to different stimuli is based on our perceptions and reflections from the past. You can lead your customers in the right way with how you tell stories and how you craft facts.
When we’re trying to decide between two or more options, we often use anchors without even realizing it. Anchors are pieces of information that we come across on purpose or by accident. They become points against which we can measure other things.
Using direct comparisons to the competition or by highlighting their best qualities in a strategic way, law firms can use anchors to demonstrate why their services are the finest available.
If you understand the psychology of marketing, you can design content that is more effective and better customized to your audience’s needs. We hope that our article has got your creative juices flowing. However, if you don’t think you can make the right choice in adopting strategies appealing to your clients or simply want a bit of guidance, then get in touch! We are here to cater to your branding and marketing needs!
Sanjana Santhosh is a Junior Brand Associate at WeYou Partners and specialises in brand strategy and positioning in the legal sector.