We use our brandsync® brand strategy to design emotional, creative, and effective brand stories across all touchpoints along the customer journey. This unique methodology is based on the latest findings from the world of neuro- and cognitive science. With brandsync®, we provide emotional brand experiences within your company for all brand ambassadors and target groups.
brandsync® in 3 minutes
“I want that!”—this is our gut feeling when we are easily convinced by a brand message. Emotions play a crucial role here. After all, the way we experience a brand at an emotional level is a decisive factor in whether or not we buy a product. Neuroscientist Antonio Damasio discovered that all decisions have an emotional component—we make up to 95 percent of our purchasing decisions based on emotions.
And this applies to the B2B market as well as the B2C market, as shown in a 2011 study by Christin Haehnel. Haehnel surveyed 104 buying centers and proved that decisions made here were also largely determined by emotions. Why? Because every rational consideration is open to endless questioning until there is no option but to listen to our own gut feelings: “I just want it!” Be honest with yourself. Scrutinize one of your recent decisions five times. What reason are you left with?
Straight to the heart
Whether in the B2C or B2B market—emotional brand management enables companies to win customers over to their brands and products. With brandsync®, trio-group has developed a working methodology that supports companies in the development of an emotional brand strategy. brandsync® is based on the latest findings from the world of neuro- and cognitive science. This working methodology reflects over 20 years of practical experience in B2C and B2B brand communication.
Neuroscientist Antonio Damasio discovered that all decisions have an emotional component—we make up to 95 percent of our purchasing decisions based on emotions.
brandsync® focuses analysis on the emotionally influenced mindsets and brand perceptions of brand ambassadors and target groups, comparing these with the brand image in the media. trio-group refers to this process as “the synchronization of brand, people, and media.” After all, it’s only when a common understanding of the brand is shared by everyone involved in the branding process and by the target group that the brand message is driven home: by speaking directly to the heart.
Brand success on autopilot
How does the emotional decision-making process actually work? According to the findings of behavioral economist and Nobel Prize winner Daniel Kahnemann, thoughts are split into two systems: the conscious, explicit mind and the subconscious, implicit mind. In other words: pilot and autopilot.
System 1: Autopilot
The autopilot works at an entirely emotional and subconscious level. It seeks out information to which our reward system reacts emotionally. If we are unable to answer a specific question rationally—whether or not to buy a product, for example—our autopilot gives the answer by means of a simple, emotional evaluation: If a reward is expected (“I want it!”), then we buy the product. If no reward is envisaged, we decline it.
System 2: Pilot
The pilot takes over the controls when we are actively and consciously dealing with something—that is to say, if we are carrying out an assessment or deliberating, perhaps solving an arithmetical problem. However, the pilot requires a high level of concentration, which is why this function is seldom employed. The result? Subconscious, implicit thought is rarely blocked by the pilot. It accepts the emotional suggestions of the autopilot in most cases.
02. The methodology
The brandsync® working methodology is based on various scientific models from the world of neuro- and cognitive science and from evolutionary and personality psychology. One of these is the Zurich Model of Social Motivation, which differentiates between four basic expressions of emotional thought. brandsync® has applied these findings to the world of branding, developing the model of the four “SyncTypes”—the four reward types: autonomous, excitement-oriented, safety-oriented, and interpersonal.
Each SyncType responds to different key emotional stimuli. The autonomous type, for example, reacts emotionally to products that will make him more successful. The safety-oriented type is different; his reward system responds particularly positively to those products that make his life more stable.
Every individual has his own emotional way of thinking that determines how he views the world.
With brandsync®, trio-group can measure and visualize the emotional profile of a brand. Comparing this emotional brand profile with the company’s positioning, brand story, and communication then reveals two things: how far apart the internal and external perceptions are and to what extent current brand messages actually match the motivations of the target groups. Where required, the emotional brand profile can also be adjusted to suit future developments in the market and company objectives.
In brand positioning, a leitmotif is defined as a frame of reference. This represents the brand home and underpins the storytelling of brand messages. This frame of reference is used to adapt the brand story to all other emotional and motivational systems, while always incorporating a consistent brand message in line with the leitmotif.
During the analysis and workshop phase, the way the brand is perceived in the company and by target groups is actively observed. What makes me, a human, “tick”? The first step is based on recognizing that all humans have different emotional mindsets and therefore different preferences. All content can then be assessed and discussed objectively using this new knowledge. How is the brand positioned at an emotional level? What motivations does it address? Are these motivations also favored by the target groups? And does the type of emotional brand representation fit with the corporate or brand strategy?
Key questions about the current brand environment are discussed and clarified with all brand decision makers in a multistage brand-positioning workshop. The question of which implicit motivations are used by the competition is also analyzed here. In the next step, an emotional brand positioning is developed, including a performance promise based on an appropriate and differentiating emotional and motivational structure. This emotional and motivational structure always consists of a guiding frame of reference (see graphic above) and is adapted to the other emotional and motivational fields using this framework. This is how the brandsync® methodology helps companies to address all of the SyncTypes at a consistent emotional level across all touchpoints.
The end result is a harmonious brand promise that speaks directly to the heart.
03. The brandsync® process
The brandsync® process follows three well-coordinated steps. The heart of the process is always a joint workshop in which all brand managers and decision makers discuss the future of the brand together. The brandsync® brand workshops, which are managed in a methodically effective and strategic way, lead to practical and sustainable brand strategies within a very short time.
Step 1: analysis
- Own view (customer)
- External view (end customer) – SWOT
II) Actual analysis ...
... of own and external view
III) Actual analysis ...
... of the competition
IV) Executive summary
Step 2: workshop
- Presentation of executive summary
- Evaluation of actual analysis
- Development of target strategy
- Development of initial considerations for performance promise
II) Workshop documentation
Step 3: strategy
I) Brand content
- Development + agreement to performance promise
II) Brand style
- Development + agreement to mood board + brand book
III) Brand communication strategy
- Development of + agreement to communication strategy
IV) Brand and communication strategy