Last week the A-team put our thinking caps on for an interactive workshop with Ihunna Eberendu (Marketing Director at 2nd Wind Pro) and Alexandra Lunn (Creative Director at Alexandra Lunn Studio) hosted by our favourite workspace The Office Group. The mission was to learn how to emotionally connect with customers using visual aesthetic and tone of voice - two key element in our digital marketing strategies.
We couldn’t resist sharing a few insights with you…
What’s the main reason we choose one brand over another?
The answer, you might have already guessed, is TRUST. Building this feeling of trust for a brand is vital and relies on a range of factors, one of the key aspects is the visual aesthetic, explains Alexandra. She goes on to ask us… "When you look at big brands like Apple or McDonalds, how do you feel?” You’d think the first answer that popped up would be “Big Mac and fries” but surprisingly its not, all of the audience answer with a memory, an emotion or and experience. That’s the big secret to their success, it’s “emotional branding.”
Branding, much like marketing is all about storytelling, through design and words. Even the words themselves can provoke emotions. Fonts can give you feelings without you even knowing it! "Lets take Helvetica as an example… Helvetica is 'the little black dress of fonts'” as Alexandra so eloquently puts it. It’s familiarity is comforting and gives us a sense of trust.
Colour is a hugely important element but also needs to be thoughtfully used. Did you know that RED for example represents prosperity in China, but in South Africa red is the colour of mourning.
For the A-Team this colour psychology has played a vital role in building the brand aesthetic of our recent client @360Athletic. The colour gradient that runs through all the brand's digital collateral helps to give the audience a sense of emotion for different elements of their offering - RED for powerful, strength and confidence in workouts, and BLUE to provide calm and trust for the physiotherapy and recovery elements.
Ihunna then takes us on a journey though tone of voice. We look at different ways that ‘story telling’ effects the brain and we learn some really fascinating science behind how we react when we see certain types of content.
Did you know for example that there is actually a reason why “the book is always better than the film!” It’s all down to something called "neural coupling” (which I'm sure Ihunna explained much better than I will) but essentially is a process whereby your brain reacts to the story in the book with a stronger emotion, triggering mirror neurones that make us feel like we are actually experiencing the event in the narrative.
What it all comes down to is not what is said, but how you say it. It’s surprising how much of our decision making is done completely subconsciously by cognitive processes we aren’t aware of.
I won’t reveal all the treasures of knowledge we learned in those hours, but they did round up the workshop with what I think is the perfect quote to finish on…
I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Dr Maya Angelou