Brand and Butter
Always straight-talking (occasionally in-your-face), Brand and Butter is the no-BS branding podcast for modern marketers and business owners. Packed with clear-cut advice on the influence and power of branding - and how pairing associations, consumer behaviour, and design thinking can impact how we see, think, feel, and even taste.
Brand and Butter serves up refreshingly honest and never-dull conversations with some of today’s boldest brand strategists and architects. Sometimes funny, sometimes vulnerable (and often unapologetically blunt), this is the podcast that you wish you’d listened to before launch.
Tara Ladd is the Founder and Brand Strategist at Your One and Only, a brand and design studio here for brands who refuse to settle. Evolving brand identities to stay relevant fusing psychology, strategy, and design.
Brand and Butter
The Unf*ckwithable Brand: Using Psychology to Build Loyalty
In this episode, I discuss the psychological factors that influence consumer behaviour. Learn how personal experiences, cultural contexts, and inherent biases shape decision-making. I speak to the impact of aligning your brand with the values and emotions of your target audience, and how they can impact everyday shopping habits to significant financial decisions.
Want to use the power of psychology to attract your audience?
Then you'll want to grab a seat in The Laboratory – See here!
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Sign up for the Design Mind Theory Email – See how other Brands use psychology to nail their strategies.
you're listening to Brandon butter a straight-talking occasionally in your face no BS branding podcast for modern marketers and business owners here for those who want to understand the influence and power of branding and how pairing associations, consumer behavior and design thinking can impact what people see, think and feel. I'm your host, tara Ladd, the sometimes funny, sometimes vulnerable and often unapologetically blunt founder and creative director of Brand and Design Agency, your one and only. Hey, everyone, welcome to this week's episode of Brand and Butter, so a good one. Today I actually want to dive into a little bit of psychology, because I feel like it's a conversation that I'm having a lot about with people at the moment, and I think it's important to speak to the intricacies of behavior and why people make decisions and how deeply embedded that is with understanding psychology in brand. So, if we look at it from a wider lens, we have to look at who we are as people, culture and society 101. This stems so much further than just having a business, and I think this is where a lot of people find it hard, because you're dealing with people and every single person has their own set of emotions and their own ideologies and their own biases and in order to communicate. You need to find and connect with people that align to what you stand for and believe in, and this is why brand values are so deeply important when creating the human attribute of a brand.
Speaker 1:But, to rewind it, we're looking at society from a wider lens who sits within it, what type of culture they, I guess they're brought up in and what they align with. And you can see this pretty much by if you go overseas, to a completely different country. How they live, how they speak, how their everyday nuance is completely different to what you do. And when we're seeing it every day, it's absolutely normal to us. It's kind of like, and if you're an Australian and you're watching a movie, which in most cases it's from America, we hear an Australian accent and then, all of a sudden, the Australian accent seems out of place, even though we, as Australians, hear this every day. Even though we as Australians hear this every day, it's basically understanding the thinking, the emotions and the consistencies of comfort that come into play when we make choice and we have to make decisions.
Speaker 1:So something that I've been really diving into at the moment is just, I just am. So I always have been deeply fascinated with history, people, why people think the way they do and I've always questioned my own thinking. Now, obviously I'm hard-lined in certain areas because you know that's what we do as people, but I'm always really open to enter a conversation and change my mind. I also don't like to look at someone like they're stupid, because I see beyond the reason for them making certain choices, even if they're despicable human beings. But if we look at, say, for instance, we look at the world through the lens of someone that has been in a dangerous upbringing as a child, they're going to experience the world extremely differently from someone that was brought up in a loving and nurturing household and environment. And that doesn't necessarily mean that it comes from your own family. Like that, loving, nurturing environment doesn't mean that it's from a family. It could be from an adoptive family or a foster family or, you know, a group of friends or, whatever it is, extended relatives. The difference is love and nurture support, who you're exposed to, who you're exposed to, the types of like, I guess, the things that you learn and the values that you live by. They become almost the automatic part of who you are as a person. And so when we talk about brands, we're not just talking about selling a product to someone. We're not just talking about selling a product to someone. We're talking about selling part of an identity to someone.
Speaker 1:Choices that we make come from, even the automatic choices that you make. Say, for instance, you go to the shop and you buy a honey or something that's a condiment that's in most people's shell, like in most people's pantries, and you'll choose that. You know it might be that you were brought up and you choose the same brand that you had in the household. Or you went to someone's house and you know they had a new brand of honey and you go to give it a try. Or you're on a budget and you can't afford the main honey and so you get a no-name budget honey. Do you know what I mean? It's like every single thing that we do, even unconsciously, is a choice that we make because of the situation that we're currently living.
Speaker 1:How I'm making choices at the moment because I'm not in a safe financial environment like I was a couple of years ago, is very different. I'm not struggling I'm still aware of my privilege but just the choices that I've made due to inflation and prices going up. I am not dropping hundreds of dollars on children's clothes anymore, I'm being very limited with how and where I spend my money, and this is the same for a lot of people. And so environment, timing, all of these things come into play when we decide to work or engage or buy something from a brand, and so brands have a really important role in shaping behavior, or attracting and shifting behavior. When we look at certain brands, that I could guarantee that you, if I said oh, can you name a cool brand? There'll be something that comes to your mind and it'll be cool, based on your own assumptions and your personal preference. I may see something very different to you, or you may see something very different to a friend or a partner, and that's fine. That's the point, but brands have.
Speaker 1:When we're branding our businesses, what we're doing is wrapping a human attribute around the business so that it aligns with a specific audience, and a lot of people don't understand this. They will enter business, they will create a visual identity, completely miss a lot of the strategy, dive straight into selling a product or service that they think is great, and then they wonder why they can't sell it. Then they'll think that it's a marketing problem, and they'll dive into all of these marketing tactics like when to post, how to post, where to post types of posts and realize that something's not working the algorithm's broken from. Really, you've missed five steps, way back there. What's the objective of the brand? Why are you in business? Who are you here for? What are you about? What do you believe in?
Speaker 1:All of these things are so deeply important to how your customers and your audience will want to engage with you, and so when you're missing the brand marketing narrative on your channels channels being social media, being on person, like anywhere where someone comes in touch with your brand or comes in contact with your brand, is a touch point. That can be signage on a car, it could be a conversation on the phone. All of these things need to be consistent. So if you're rocking up on Instagram as this fun and energetic brand that's really like casual and appeals to a younger market, and then, all of a sudden, you're shifting and being completely formal when people answer the phones, there's a disconnect. Now you're able to segment your market, in which case the primary brand voice would have a consistent messaging system that would go out for every single type of client and segment.
Speaker 1:It is who the brand is, what the brand stands for what they're about, what they believe in, who they're here for all of those things, what they are, I guess, how they signify some kind of identity that you want to become or you want to become part of your life. We buy Nike for a reason, or, you know, lskd if we're into fitness, or Lorna Jane or for whatever reason, and then all of a sudden, when someone does something, you may shift. So, for instance, I was always buying Lorna Jane and then recently found the whole gender pay gap thing a little bit, I guess, contrasting to what the brand was, and decided to shift where I spent my money. I mean, it was happening for a while, but that's me. What happened there was that my beliefs as a person, my behavior, changed because I didn't align with what they stood for. And people think that this is actually bullshit, but it's not. You will find that people will boycott brands that they don't believe in or have done something that goes against what they stand for. Because when you buy something from a brand that does something that goes against what you stand for as a person, when you then rock up with that brand or you're associated with that brand in some way or another, technically that aligns to your identity. So that's why we see people go. I'm not dealing with them anymore because they stand for this and I don't want to be attracted to that or I don't want to be associated with that. They then cut ties associated with that. They then cut ties. And so this is where a lot of people don't understand the nuances involved in emotional tying to what a brand is and what it stands for. Most businesses, to be completely fair, don't nail their brand very well. They may have a reputation and that's good, but they don't actually have that brand presence.
Speaker 1:A brand is something where you can change and shift and move things around in terms of product and service, and the brand stays still. Like we look at things like, um, apple bringing out you know famous for computers, and then all of a sudden they dominate the music industry with the iPod and then dominate the phone industry with the iPhone and knock everyone out of the park, and that's because people believed in the Apple brand. We're watching the same thing happen with Amazon. They started with online books. You know, that's what? If you ever watched the story of Jeff Bezos, it starts off with him selling online books and then he extended that into multiple reigns of e-com. Now he's got pies, fingers in pies everywhere, like we've got Prime and all of these different things that he's invested in, and obviously that's why these two brands are the number one and two of the world and Amazon are more.
Speaker 1:I guess you could say. Well, I mean, they're very much. How do you even describe this? They're not as emotional as Apple, but they've definitely taken a leaf out of Apple's book, and so what we try to say to brands is it's not what you do, it's who you are, why you exist, what you're about, and people will then buy into that, because the likability factor of that is out of this range, like it's out of this world. You want to make sure that people are connecting with you for reasons that go beyond what you do. So when we ask our people, like, why do you, why did you want to work with us, generally they never say design, which is great, because we're trying to move into the space that we've always been really good at and that's like a wider brand strategy and visual execution. But we're also. We also have a set of values that we live and stand by. You know, it's bold honesty, it's being really vulnerable, we rock up every day and we try and be as honest as we can, because we're human, too, and humans connect with humans, and that is what actually builds the connection with people, and so they say things like oh, you're funny, or we love the way that you approach this, or we love your delivery, or we love your energy, and that is something that the brand embodies, whether I'm in it or not, and so this is something that brands need to, or businesses need to, take into consideration when they're wrapping a brand around their business.
Speaker 1:A brand is not a visual identity. That is simply the clothing that you wear when you walk out the door. The psychology of brand is simply visual all of the embodiments of associations that you think about that brand. So think of your brand like a tree. I think I've said this before Think of your brand like a tree, and every branch is an association. So everything that you do that has a very good positive outcome creates a new branch, and for every negative outcome or something that happens, you chop 13 of those down. That's simply how it works, and these positive associations don't have to be anything massive. It could be like, you know, the timing was great, or the process was easy, or the people are funny, or I had a nice customer service representative, or the food tasted good. Like all of these things are the great things so? Like when you go to someone's website or someone's Google review and it has 50 reviews and there's like two people that have bad reviews, most of the time you would go whatever they've just had a bad experience because the overwhelming response is positive. However, if you go there and there's 40 negative and 10 positive, you're going to then go. What's going on here?
Speaker 1:And it's the shift in perception that matters and that's why it's so important to kind of understand building brand loyalty, building brand advocacy because you want people to become fans of your brand, building the community. Having that loyalty system in place helps you to build good brand awareness, build brand reputation, and that extends far beyond a product or a service. If you just sell a product or a service, you're only ever going to compete with someone on what you do and what you price it at. But if you build the embodiment of the brand, then they're competing with you in terms of differentiations to what you do, the way you deliver it, the way you show up who you are as people, what it is that you stand for. All of these things create that personable thing that create the individuality of a brand.
Speaker 1:The visual identity is then strapped on top to represent what that stands for. So if you're a young and funky brand, then you're going to create something that's young and funky to attract a young and funky brand. However, if you are a more luxurious brand which I say often because they're stark contrast to one another the language changes, the imagery changes, the typography changes, everything about it changes. There is a whole thing on color psychology, font psychology, the way that we interpret messages through symbolism and meaning. It is such an important thing to be aware of, even understanding the types of imagery that you use, the way that people are looking, the way their bodies are positioned Like.
Speaker 1:This is what we'll be talking about in the design lab, more about visual priming, and you know the way that people actually perceive visual communication and how they react when we've got such a short attention span and we're looking at zero point as minute like it's something like seven seconds, but like it can be as little as 0.7 seconds that someone casts a judgment. So you know, if someone lands on a website and it does not look good, the chances are they've already. They've already shaped an assumption, and that first impression is so important because if it's wrong in that first few seconds, then the whole time they're negatively looking at what you offer and they're trying to find a reason to get out of it instead of looking at it really positively and, you know, then going through it with a very different experience. Are you sick of your marketing sucking? Well, buckle up, because we're about to drop some truth bombs, introducing the Brain Lab, your no bullshit guide to understanding the psychology of consumer behavior. We're diving deep into the science behind what actually makes people buy and why they don't. You'll learn how to hack into your customer's brain and uncover their deepest desires. It's totally and uncover their deepest desires. It's totally ethical, by the way Craft marketing messages that hit them in the feels and build a brand that's so damn irresistible that your customers will be green with envy.
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Speaker 1:So when we look at the psychology, it's really about understanding where people are sitting, understanding the different demographics, understanding different cultures, understanding certain beliefs, certain ideologies, certain biases. You know, when the people say, you know you shouldn't be political in your content, totally up to you to do that. I say political because it's usually a lot of issues, but it could be that you're environmental or you're into sustainability and therefore everything that you do then aligns to that. So we've seen the B Corp you know one for the planet, or was it 1% for the planet? We've seen people that are doing really good things. I've got a lot of good friends in business that are doing a lot for the environment, and I absolutely love them for it, and they're raising awareness on that type of thing. So they're going to attract people that are very much in alignment to that issue.
Speaker 1:For me, it's very much about disability and equal rights, and so you hear me talk about this a lot on my personal brand page. I'm all about, you know, changing societal narratives and bringing a voice to everyone, and that's the conversation I lead on my personal brand, but you're one and only stands for that in more subtle ways. So you know, it's bringing quality to the workplace, it's providing flexibility, it's trying to break the system of what we expect to do as businesses and as parents and how we can live in a world that we need to change in order to be more present with our families and our lives and all of that type of stuff. So it's also hard aligned to values of people that want to start something that they love, that we get into business to make money, but we also get into business because we love what we do and we love helping people, and that's actually something that that started my need to do the business. It wasn't even for money. Money just kind of came secondary. But I'd been doing freelancing on the side for years before I even left the business, and I think that that's something that people need to just be aware of that not everyone is wanting the same thing.
Speaker 1:So when you speak about your values and you speak about what it is that you stand for, you bring those people in. There are so many people in the world, so, so, so, so many, and when you can attract people that are in your subset of value alignment. You will have such good clients, such good customers, and then, obviously, we're speaking. Quite you can speak quite differently to product and service. Quite you can speak quite differently to product and service. Product maybe not as hard aligned to you know, building those relationships like you would with a with a service-based client. However, they're still very much there. We've seen this with bonds. I personally think what they're doing is absolutely amazing. A lot of other people very, very turned off. So they know what they want, they know what they're here for. Ben and Jerry's did the same thing, very much created for social activism. The whole reason they started it was to support their activist movements and I guess you know projects that they wanted to do and they've lived and breathed by those things. Even when Unilever brought them out or bought them out, I should say they made them sign an agreement that they would continue the activist aspect of their brand. So these are deeply, you know, deep-seated values that are part of a brand, part of an alignment.
Speaker 1:We look at why people buy certain brands and buy certain products and there is an emotional connection to it. So it may be that, um, so, for instance, I will. I don't like to buy mainstream brands, but there are some that I do really like, but you know, most of the time I'm more about especially with clothes. If we're looking at clothing, I like to buy things that represent my personality. So I will find patterns or I will find big, bold prints or things that support independent artists, things that represent who I am as a creative, that are a reflection of who I am as a person. You know, I'm very casual and very laid back, but I'm very blunt, but at the same time I rock up and I dress like the way that I show up, and that is a huge thing to consider when you're creating a brand persona. Don't confuse that with building the brand persona around one person.
Speaker 1:If you have a team, like especially a big team, the branding of that especially if you're going through a rebranding process needs to be a group. It needs to be a group of people with a bunch of opinions and there needs to be a group. It needs to be a group of people with a bunch of opinions and there needs to be a whole process involved in who the brand is, what it stands for, what it's about, what they believe in, because as you grow, so will the brand and what it stands for, and the people that you hire will become a reflection of that they want to buy into as we've seen a lot of the younger gen they want to buy into the values that the business stands for. If those values aren't there, you're missing the mark.
Speaker 1:I see so many businesses talk about how they can't get staff and it's because they probably don't have their culture and their brand out for the world to see. When you're showcasing what it's like to work for a company on the daily brand marketing, people want to work for you. You will get things through the door. We still get people applying for roles here. We're not hiring at the moment. We get them all the time because what we put out is what people want, and that's something that people miss. It's like they think branding is just the visual identity, but the branding is internal and external culture. Do people feel proud to work at the brand that you've developed or the business that you've created, and is it even as a job? Like if we're looking at in terms of internal branding? Do they feel proud to work for your business and are you doing a good enough job to provide a community and, I guess, an internal culture that can ricochet outside of the walls that they work in, pending if they work from home or remotely. But you know what I mean. Internal branding is such a missed opportunity. This is why culture and teams is so important at the moment.
Speaker 1:The more we evolve as brands, the more consumers want to know about that brand, and if you're not giving that information, then they're going to go elsewhere. Simply put, you control the narrative by showcasing what you want people to know. It's not telling everyone what you have for breakfast or showing every aspect of your life. It's simply this is what we believe in, this is who we are as a brand. This is the daily life of us. This is what the process is like and just giving people insight. It's kind of like an ongoing documentary of what it's like to work with you or to engage in you or to buy from you, and this is what people need to also understand that every single employee that they have working for their business is also some sort of personal brand within the four walls. So each person is a personal brand, whether they've got a presence or not. But they have a very powerful voice and if you use that to your advantage, you can get some good bang for your buck, like, especially if they're quite vocal on something like LinkedIn positively vocal, I should say and they are talking about something that is passionate around their industry and what they do and they can build some kind of influence, that that's actually going to be a positive association to you and your brand, um.
Speaker 1:But if it's just you, then you know that's where it starts. It usually starts with the founder the founder's ideas, their intention, their alignment, and then, as the brand grows and you see these things take shape, that's when. That's when the whole team starts to get involved and you hire people with the same intention, the same alignment, um, and you end up building thriving cultures off that um. And so when we go back to looking at you know personal brand, it's. That's when you can be who you want and your face is the logo as opposed to the business, and I see so many solopreneurs going out with a business name, and if your intention is to never grow a team or have a team, go out with your name. It's so much better because people will start to recognize you more, because they will start to associate you as the person to the brand, and so there is so much. This is why this is why founders and personal branding is so important at the moment because people want to know those stories, they want to hear about you, they want to know that you're doing good um, they want to connect with you more than ever.
Speaker 1:I have generated so many leads from my personal brand and that's not even I'm not even working hard on that at the moment just sharing opinions and things through stories and the occasional share through my feed. But you guarantee, when I'm ready to pick that back up, which will be when I'm done with a few things around here that yeah, I reckon that that will start to build traction. But the conversation is very niche. It's talking about, you know, neurodiversity. It's talking about change. It's talking about very specific conversations and that's the point is that you want people to know what it is that you stand for, what your choice of subject is, and so that they can align that.
Speaker 1:Because when we see too many mixed messages and too many things of people trying to show up and be different and do the new thing, what they're missing is that core fundamental of consistency, and the exposure, or the mere exposure effect at play, which I talk about all the time is when they see things the same way over and over and over again. It builds trust. Good business is boring. It's rocking up the same way, it's doing the things that always worked and it's cementing in the consumer's mind that this is who you are. So that's what builds trust. Nothing changes. It stays the same.
Speaker 1:If we're constantly shifting and adapting, then people kind of go. If you think about it like people and you have a group of friends, your friends are generally the same most of the time, but all of a sudden you hit a peak in your I don't know know in our lifetime and someone goes through a midlife crisis or whatever, and they change their behavior. Everyone kind of is like, oh, what's going on there? But even then, if you were to rock up and your friend was different every time you spoke to them, it you would be like what's going on? Or you wouldn't even be friends with them because there is inconsistency and you don't know who they are, what they for.
Speaker 1:And we've seen this happen so much over the last couple of years as society's changed and ins and outs of relationships and friendships, and who you align with and what you don't align with, and this is the thing society's changed so much in the last four or five years, hugely, the way we consume information, the way that we show up, how we live our lives, our day-to-day, from working from home versus going into the office or whatever it is that you do. So much has changed Therefore. Behaviors have changed. Therefore, brands need to change to align to those behaviors. And so that's just a touch Like it's so. It's so deeper than that, so much deeper than that. But that's just a general consensus of what brand psychology is and why you need a really good strategy that aligns to who you are, who you're trying to attract, how you want to be positioned, how you want to be perceived and then how you're going to promote.
Speaker 1:Because if you don't know who you are as a brand from the strategic point, from the core level, then how are you meant to market? Because marketing is all about telling people who your brand is. And if they can't and marketers will tell you even now, like you need to get your brand sorted every time, like any good marketer will go you need to sort your brand out. Where are your guidelines? What's your tone of voice? How, what, what do you? What do you look like? What are the visual identity. They will want to know these questions because they can't do their job until that is cemented down.
Speaker 1:Otherwise, again, it's inconsistencies, it's tacking onto, you know. Next next big thing trends. And you, you trend hopping. We've seen this with business models, instagram coaches into business model coaches, into whatever coaches into like, we're seeing this jump because things keep adapting and changing and the actual brand that sits underneath it is aligning to something that's so fast and, I guess, evolving so fast that they are constantly having to adapt. And we're seeing this as a wider scope across the world anyway, because the world is changing and so we're seeing poor business owners having to just become full-time marketers and full-time business owners.
Speaker 1:That this you know, it's, it's full on, it actually is a lot, but you need to be present, but be present in the right places, and it's, it's understanding that that core strategy is so that you know what the plan is, where you need to be. So if you're spending half of your time, like I've said, millions of time, investing hours into Instagram but it's not hitting for you and you could get almost double the leads over on LinkedIn or on Pinterest or something else, or Google SEO, then that's where you need to be spending your time, but if you're constantly not testing new elements or figuring out what your strategy is and who your people are and what their behaviors are, then you're missing a huge opportunity. Because if you've been going by a marketing plan that has been developed for you like even five years ago, the way we consume content and the way that we, I guess, create content is different, and so we need to then adapt and change and figure out and constantly evolve the brand. I think people think a brand is set and forget Used to be every seven years. I'm starting to get an average of people every five years and, yeah, people coming back in saying it's not working anymore. It's like, yep, we've had some big shifts and we may need to just retweak Most of them, starting with a visual identity and not having that underlying strategy, and it's been fine for them so far.
Speaker 1:But what we're seeing now is that brands need strategy because the market's moving so quickly and there is so much competition now because everyone's there is. No, it's just getting busier and busier online because more and more people are getting online. Prior to that, it was just, you know, the younger, the younger people were coming onto socials. The older people were on there, but you know they're not. We're only going to see an influx of people getting online. It's it's not ever going to go back. It's always going to be evolving.
Speaker 1:So the only way that you're going to cut through is by truly understanding people, understanding who you are as a brand, and communicating on a level that goes far beyond surface level and into the emotions of why we make choice and why we choose to work with people. And when you nail that, that's when you'll start to see some results, which we've been working on for the last well, 12 months here at you Want it. Only you know. Business was relatively easy prior to that, but yeah, the last few years has chucked a spanner in the work, and so we're seeing works. We're seeing us having to step it up a little bit, which is good because we're all testing it for you.
Speaker 1:The problem is, the whole world is going through the same thing at the same time, where usually it was a roller coaster. So this is why you're probably seeing a lot of people that are struggling, because they're just not at that point where they're understanding how much strategy plays, especially messaging. My gosh, messaging matters, but before messaging comes behaviors and audience analysis. So who is your audience? Who are you targeting? What are their deep-seated emotions, all of the psychographics around that. And then you go okay, let's create messages that appeal to this audience persona and this audience persona and this audience persona. And if you don't know who they are and you don't know those deep seated emotional drivers, then you're going to have a problem and more than likely you may phase out, but it's not over.
Speaker 1:There's lots of things that you can do, which is why we're focusing on this part now. And, yeah, I mean, you can just jump back through and have a listen to a lot of this. A lot of the information's on the podcast, so you can jump back through a few different ones and have a listen or you can get in touch. But if you're wondering why it's been so hard, that's generally why because we need to do a lot more as brands now and we take lead. Take lead from the bigger brands.
Speaker 1:Disruption and creativity is where it's at and you know, gone are the days where you could hack a tool to jump and get in front of people. You've got to be really in front of technology to be able to do that. But instead of having to try and find the next best thing. Just create something that's true to you, speak from an authentic voice and attract the right people, and you won't really need to do all of that stuff. And it voice and attract the right people and you won't really need to do all of that stuff and it will be easier for you. Uh, something that you can grow and adapt from and a really good way for you to build out consistency and processes.
Speaker 1:So that's it for this week. Rambled on a lot longer than I thought I was going to. So, um, definitely. Um, check out some past podcasts if you're interested in this stuff, or you can hit us up and you know where to find us. Until then, I will chat to you next week. Did you like that episode? I hope so, because if you did, why don't you head over to whatever platform you listen on and rate and review? It's much appreciated and helps others know what we're about. If you want to follow us, you can find us at yourwannanonly underscore au on Instagram.
