But I’m Not a Celebrity. Why Do I Need a Brand?
You don't have to be a multi-platinum record selling artist, or President of the
United States to need a brand. What does branding do? It helps us stand out
from the crowd.
Creating a well-formulated and managed brand statement can stimulate those
areas of the brain responsible for memories, emotions, and impressions. Isn’t
this the key to connecting with others?
An influential study published in 2013 by Simone Kühn and Jürgen Gallinat
(Does Taste Matter? How Anticipation of Cola Brands Influences Gustatory
Processing in the Brain) found that when people knew they were drinking
Coca-Cola, different parts of their brains lit up in the fMRI machines than
those that were not told what they were drinking. The left ventral striatum
had a much stronger activation when participants were told they were
drinking Coca-Cola.
In another study published in 2008 (Prefrontal cortex damage abolishes
brand-cued changes in cola preference. Koenigs M. & Tranel D.) It was
found that persons with damage to their ventromedial prefrontal cortex
(VMOC), that area of our brains important for emotion, did not have this
preference bias for a cola triggered by the brand alone.
What this shows is how powerful branding can be. Good branding can trigger
the release of chemicals in our brain that give us positive emotions.
Using similar product marketing techniques, you have the possibility to also
develop powerful emotional responses to your name and the brand you have
created around yourself.
Sameness Sucks
The brilliant marketing and management guru, Gary Hamel, is credited with
the phrase "sameness sucks." In a bland world where every product looks the
same, every cup of coffee, car, pair of jeans, and shoes, understanding how to
stand out is the only thing that matters.
This is also true of people. When it comes to job applications. Nowadays,
hundreds, if not thousands, of people apply for one single vacant position.
We think those looking through the applications are seeking the best
