NeuroBranding Use Case: Which logo suits my company values most effectively?
For our client in the software industry, we used neuroscientific methods to investigate which of three alternative logo designs reflected the brand's values most accurately. Therefore, we identified what unconscious associations exist with the logo variants in different countries and ensured that no logo is chosen that might be unconsciously associated with undesirable attributes.
How did we do it?
Participants were recruited from the customer's target markets (USA, Germany and India) in order to gain a global understanding of the unconscious perception of the target groups. At the same time, the Deloitte branding team designed different variants of the brand logo. With the help of our implicit online test utilizing a proprietary forced choice algorithm, we examined which logo contributed the most to the client’s crucial brand values.
Which value can we create for you and your business?
With the help of our neuroscientific approach, we identify brand elements that unconsciously support and convey your brand’s values. This supports a strong brand placement and helps to design and select the most suitable corporate identity elements. In contrast to direct market research methods such as questionnaires, this is done on the basis of implicit associations and unconscious processes. This results in more objective results that can be used directly for the creation of effective designs conducted by Deloitte’s branding experts. In addition to logos and brand elements, individual campaign elements can also be tested to identify unconscious customer associations.
Did you know that the split between left-brained and right-brained persons is outdated?
There is no reliable evidence for the division of the brain into analytical and creative hemispheres. In short, there are no left or right brain personality types. Rather, scientists speak of System 1 and System 2 brain functions or fast thinking vs. slow thinking. Whereas slow thinking is responsible for our conscious, rational, and intentional decision-making, fast thinking takes over when we act unconsciously, emotional, and instinctive. However, fast thinking brings us through our day while slow thinking is activated when we intentionally think about something. Since the latter demands for more brain resources, we tend to avoid it when we can. But this is also the part that is activated when we fill in questionnaires or are explicitly asked to reply to a conversation – e.g. when we think about if the answer is socially adequate. Yet, this is unnatural in real life situations. This is why the Forced Choice Online Test triggers the fast thinking brain functions to dig into the unconscious preferences of participants – without leaving room for deliberate thinking.