How to hack consumers' brains? Neurobranding
Feeling love for a brand is not a coincidence. Always shopping at the same store, no matter what, doesn’t happen just because. And if you’re walking down the street and remember a logo, a melody, a scent, or packaging more than others, it’s not just because.
For example, the smell of Juan Valdez coffee exists. This Colombian coffee brand has made its smell so distinctive that, without seeing a store, we know there must be one nearby. It’s a fact: no other coffee smells like that.
It’s not magic, it’s science: it’s neurobranding.
We can’t deny it! As brands, we must understand that we live in a world where purchasing decisions are made more with emotions than with logic. Understanding how the consumer’s brain works becomes a strategic tool that true emotional hackers are taking advantage of.
What is neurobranding?
Neurobranding studies how the human brain reacts to brand elements such as colors, shapes, sounds, words, emotions, and experiences. It seeks to activate the areas of the brain associated with trust, empathy, familiarity, and pleasure.
Our goal: to design brands that not only look good, but also feel good, connect emotionally, and remain etched in the consumer’s memory.
Hacking the mind! (with good intentions)
The human brain processes more than 11 million bits per second, but we are only aware of about 40. The rest goes straight to the unconscious, where sensory stimuli work their magic. That’s where neurobranding comes in. But you may be wondering: How does it work?
• Colors that generate trust (blue), appetite (red), and exclusivity (black).
• Shapes that evoke emotions: curves that relax, angles that activate.
• Words with emotional power: “discover,” “freedom,” “experience.”
• Sounds that linger: the ding of a notification or the pop of a soda.
• Stories that activate empathy, the same area of the brain that lights up when we feel love or sadness.
This isn’t manipulation. It’s a deep understanding of how we work. It’s designing with the brain’s reactions in mind, not just how a brand looks.
Does Design Thinking have anything to do with this?
Yes, a lot. Design Thinking is a methodology that puts people at the beginning of the creative process. It seeks to empathize, define needs, come up with solutions, prototype, and test. It’s a way of thinking like a consumer before you start designing for them.
And when you combine it with neurobranding, the result is explosive:
• Neurobranding tells you how the brain reacts.
• Design Thinking teaches you how to understand what it needs.
Together, these marketing tools not only help sell but also help brands resonate with users, create memorable experiences, and run more effective campaigns.
Examples of brands that are doing it right
• Apple: visual minimalism, emotional messages, and multisensory experiences that trigger desire and belonging.
• Coca-Cola: colors, sounds, packaging, stories, and nostalgia. A brand that effortlessly triggers dopamine.
• Nike: inspiring messages, intuitive design, and an emotional connection with “Just Do It” that awakens the inner warrior.
So, is it time to reprogram your brand?
Yes. And you don’t need a lab or a brain scanner to do it. You just need a new way of thinking about your brand:
• Not as a logo, but as an experience.
• Not as a product, but as a ritual.
• Not as a message, but as an emotion.
The marketing that works best today isn’t the loudest, but the one that manages to connect with the audience on a deeper level. A brand that truly captivates the brain stays forever in the hearts of consumers and will always be a brand advocate.
If you don’t know how to do it, or need guidance to achieve an effective neurobranding and Design Thinking strategy, at Ideal Team, we help you take your brand to the next level.
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