When a brand story mirrors the brain’s workflow

The human mind is a very efficient and highly evolved problem-solving engine.

If it wasn’t, the human attached to it would fail to survive the daily challenges of finding food and shelter. Or the more complex contemporary world problems like competing for work, managing relationships, and adapting to the ongoing shifts of an uncertain, volatile and chaotic planet.

Because the brains primary purpose is to ensure survival, almost all of the brains neural networks and decision-making systems are configured to sense and evaluate problems and trigger reactionary behaviours in a heartbeat.  

Problem solving is instinctive to the human brain. But not, it seems, to many brand owners.

A recent review of the website statistics of several medium sized brands reveals high and fast visitor exit rates when a clear offer to solve a problem is absent. Or deeply buried beneath the rubble of info about the business, people, legacy and product features.

The stats leap into positive territory when the customer problem and solutions get put centre-stage.  

Because that’s what the brain is scanning for.

Behavioural science research shows that when a brand story is structured to mirror the brain’s natural problem solving and solution creating workflow, far less mental energy is required to process it. So, the brain engages fast. And information runs on the brains cognitive cogs friction-free.

Here’s the brains unconscious problem-solving workflow. Neuroimaging research work proves it’s the process the brain uses 95% of the time. Apply it to shape your business messages to get more attention and influence than your rivals:

• Problem framing: A signal alerts the brain to an external problem that needs solving. First the brain frames the problem. Then, using the frame, the brain figures out the root cause of the event, the paybacks for solving it  and the severity of the probable consequences for not acting
• Option generation: Then the brain sources options to solve the problem using creative thinking, intuition, associative memory, and past experiences to produce templated approaches to solving the problem.
• Option evaluation: The options generated get evaluated to determine the feasibility, effectiveness, and potential consequences of each. Evaluation heuristics include energy required, time, resources, the valence of risks, and an ROI.
• Solution choice: The option evaluation process returns a best option that gets endorsed by the rational mind.
• Implementation: Then the brain intuitively triggers the neurotransmissions and emotions that drive reactionary behaviours. Monitoring of the results of the actions and fine tuning happen reflexively.

The business case for neurological structuring of a brand story is clear. A study by Millward Brown, a globally respected market research firm, found that brands with a strong and well-formed brand story got a 23% higher return on investment compared to brands without a deliberately framed story. Another study, conducted by the Harvard Business Review, found that companies with a clear and compelling brand story were able to charge up to 20% more for their products and services than their competitors.

Create a powerful brand story for your business.

FuseWorks help organisations like yours to create standout brand strategies and stories that influence the human mind. Use our narrative art, brand strategy expertise and behavioural science know-how to move more decisions and money in your direction. Mail info@fuseworks.co.za to chat about options. Or call on +27 83 2510716.