Using Psychology to Rebrand Your Company

The challenge of rebranding your company can feel overwhelming. There are many factors to consider if you want the rebranding to be successful. There’s a lot to organize and many pieces need to fall into place.

What’s the best way to start your company’s rebranding journey? Take a look at your customer base. Find out their needs, wants, what they find interesting about your business and what turns them off. You’ll need to do a deep psychological dive into their minds to rebrand your company for the betterment of your customers.

Let’s take a closer look at how psychology coincides with rebranding:

The Role of Psychology in Rebranding:

It’s safe to say that consumers buy based on a number of needs. These needs are psychologically driven.

For example: We buy from people or companies that we trust. Trust is an emotion and a human need. We buy from brands we believe to be credible and based on our hierarchy of needs. 

Abraham Maslow first identified the human hierarchy of needs. It begins with our basic needs for food, sleep, breathing and so on. So the most important needs for a human are physiological. But then we get into more psychological needs like safety, belonging, and self-esteem. These needs can be useful when creating your brand. 

The goal for a rebrand is the understand the level of “needs” of your target market and develop a marketing communications initiative that follows those needs.

Psychology in the Process of Rebranding:

To rebrand your company in an organized way, you’ll want to evaluate your current brand personality. What do people think about your brand right now? What personality or characteristics do you possess? You can use a survey online or pick up the phone and talk to your top customers.

With this information, you can begin to look for gaps. Where are you lacking? Where is there a disconnect between what people think you are and what you want them to feel and experience? 

Using Psychology to Fill In The Gap:

There will be gaps between what people think of your brand and what you want them to think. This is where you can use psychology to fill those gaps. For example, let’s say that your current customers don’t consider you to be a credible authority in your niche. Cialdini identified triggers for buying behavior in his book, “The Psychology of Influence”. Two of those triggers are authority and credibility. This gap gives you a direction for your rebranding. You can create initiatives to become a source of credible information and position yourself as an authority in your industry. These initiatives might include anything from content marketing to also changing the look and feel of your website. 

Psychology plays a powerful role in consumer behavior. It only makes sense to leverage it as you work to rebrand your company. Focus on buying behaviors and the human’s hierarchy of needs as you gain an understanding of your audience and their perception of your brand.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

Catch up on the rest of your content marketing news and strategy