The marketer’s job is to create the brand and then create the pattern by associating that brand making neural connections to other memories in your brain.
In this fourth episode, Dr Steidl shares why the likes, the number of friends, followers and comments are not necessarily a good measure of our marketing efforts and what to test instead. The most effective way to get a strong brand memory pattern in your customer’s brain, the steps you can take to build memorable brands and how to apply neuromarketing principles when it comes to your Personal Brand.
About Dr Peter Steidl
Dr Peter Steidl is the author of the book Neurobranding: Future-proof brand strategy, published by the Neuromarketing Science and Business Association.
Dr Steidl is sharing a new approach to achieve your organization and business goals. His promise: “Bring together in one place what marketers need to know to build and manage brands, and form a strong meaningful relationship with consumer, that will protect them in a tech driven future.”
He is a strategic consultant and principal at Neurothinking with particular interest in neuromarketing and applying ‘what we now know about how the mind works to identifying new opportunities, addressing threats, and re-aligning marketing efforts to maximize success.
He has also served on the permanent staff of Vienna and Adelaide Universities, taught in the MBA program and held a Visiting Adjunct Professorship at Curtin University in Perth.
How to xxx? 10 Key takeaways
Here are the 10 key takeaways from our conversation today:
The likes, number of friends, followers and comments don’t necessarily mean that people change behaviour.
- The likes, number of friends, followers and comments don’t necessarily mean that people change behaviour.
- The reaction to time test is the most accurate way to measure how strongly different attributes or qualities are associated with your brain.
- If the neural connections in the customer’s brain haven’t changed, your marketing efforts haven’t made any impact.
- You can assess the reaction time by asking people questions like in a traditional survey, but now you can measure how quickly they answer.
- The most effective way to get a strong brand memory pattern is to visualise it; use a huge wall to describe all your touch points and answer these questions: What is your brand essence? What’s unique about your brand? What’s your positioning? What are you trying to differentiate your brand on?
- Once you have visualised all your touch points you can see the gaps in your strategy
- Systematically use every touch point to fully align with your strategy
- The steps to build memorable brands.
- Ask what you want to do with an ad so that reinforces certain attributes that already in people’s minds.
- Your ad memory and your brand memory must be strongly linked to avoiding wasting your time
- Ensure that when your customer is exposed to the ad, it triggers the brand memory
9. To build your Personal Brand, make sure the brand memory you create is based on the attributes you want to portray and everything you do is aligned with those attributes.
10. For an entrepreneur, a business owner or a marketer with a small budget using priming is a good place to start to improve effectiveness
What is your key takeaway from this episode? How are you going to use this new knowledge in your business or in your marketing? Comment below.