Do SME’s need to worry about having a ‘brand’.
What’s the worst that could happen?
The latest scientific research into buyer behavior suggests a poorly conceived brand can frightened customers away before you get the chance to talk to them.
The PhD’s who study human behavior (neuroscientists) believe the decision to trust and buy is almost entirely instinctive.
From the age of four humans stop believing everything at face value and start to make instinctive decisions based on ‘vibes’.
At this tender age we stop innocently believing everything at face value and start to develop a subconscious radar that attemps to judge the motive, values and beliefs that lie behind what is being said.
So now, when an older brother says “everyone eats worms” a subconscious alarm bell goes off and without any rational evidence to back up his choice the boy says “no!”.
Having an internal ‘radar’ that looks past the facts is vital to our survival, and a worm free diet.
Over the years and into adulthood this radar becomes highly tuned and suprisingly accurate. A far better and more reliable decision making machine than our gullible and plodding rational brains.
Neuroscientists now believe that our emotions and instincts are 80% responsible for purchase decisions.
So before a customer has finished reading the first sentence of your advert / prospectus / website their subconcious radar is shouting one of two things…
“Danager” or “approach opportunity