Understanding the relationship between a brand and consumer behavior is one of the most valuable insights an entrepreneur can have about a market. A brand must establish an emotional connection with consumers in order to be seen as important to them. Here is an overview of the factors that create an emotional bond between consumers and their favorite brands.
Building a Memorable Brand
It is important to remember that the consumer’s mind is where the relationship with a brand begins. Marketing and packaging are the gateways to that mind. People discover most products either while shopping in a store, through media exposure, or through real-life experiences. In general, for a person to connect with a brand and develop a lasting relationship with it, they must identify with the values the brand stands for.
Manufacturers have come and gone over the past century, often in step with the product's lifespan. Brands that focus on a single product generally do not last long, whereas brands that encompass multiple product lines often become part of consumer culture. These brands become an integral part of consumers' lifestyles and values.
Brands become memorable when they consistently deliver satisfaction to customers over the long term. The key to becoming memorable is to exceed average expectations or the bare minimum that customers expect. Product and packaging designers must understand this relationship by communicating the product’s most compelling benefits on the packaging.
Resonate on an Emotional Level
Not only must a brand spark thoughts in the minds of its target consumers, but it must also trigger emotions. The product's utility gives consumers food for thought, while the emotional cues on the packaging generate feelings of excitement and urgency.
Communicating on an emotional level creates a closer bond between the brand and the consumer. It gives the impression of a partnership and makes the consumer feel like part of a winning team. Emotional communication can be achieved through color and other visual elements. Color is important because each individual associates certain colors with certain emotions. In some cases, it’s predictable that bright red will be associated with excitement, while light blue evokes relaxation and serenity.
Building Consumer Trust with Metal
The most important aspect of how a brand relates to consumer behavior can be summed up as trust. To what extent does the consumer trust what they see on the packaging and what they have heard about the product from others? The more positively the consumer interacts with the brand, the more they develop a level of trust that leads to a purchase.
Metal packaging helps build trust in a brand because it is a durable solution that protects the product from external elements. Consumers have come to realize that a product is less likely to be damaged in a metal container than in cardboard packaging. Therefore, there is already a level of awareness among the general public that metal is a sturdy packaging solution.
Some people like to send candy as gifts to their friends and family members. Choosing candy in a metal container adds value to the gift because it reassures the recipient that the candy is well protected.
Conclusion
The relationship between a brand and consumer behavior is fascinating because, in many ways, it is the key to a successful brand. The more a brand reflects a consumer’s values, the more it...
References
[1] The Relationship Between Color and Emotion: A Study of College Students (2004), by Naz Kaya and H. Epps
[2] Analysis of the Emotional Connotations of Colors Across Cultures(2004), Xiao-Ping Gao, J. Xin, Tetsuya Sato, A. Hansuebsai, Marcello Scalzo, Kanji Kajiwara, S. Guan, J. Valldeperas, M. Lis, M. Billger
