Your brand is much more than your logo. Branding combines psychology, logic and creativity that appeals to the intelligence of a targeted audience. The result is a predictable emotional response that generates a memorable gut feeling. Your logo, plus your entire visual language, is simply an expression of your brilliance, helping people recognize your brand immediately.
Understanding the intelligence behind your brand will dramatically improve your messaging, resulting in more effective marketing and company culture. It’s an investment that lowers marketing costs, increases close rates, and builds loyal repeat customers.
Intelligence is the basis for understanding.
If your brand appeals to reason, then it’s easier to believe. Brands that are based on intelligence have the best chance for mass appeal. Developing a foundation for communicating brand intelligence is what branding is all about.
• A capacity for logic, understanding, self-awareness, learning, emotional knowledge, reasoning, planning, creativity, critical thinking, and problem solving.
• The ability to perceive or infer information, and to retain it as knowledge that can be applied towards future behaviors, circumstances and outcomes.
We value intelligence for several reasons.
Intrinsically, intelligence is associated with an investment of laborious effort or study. Socially, we tend to link intelligence with heredity or pedigree. Economically, intelligence is an indication of superiority that can be used competitively. A measure of intelligence helps determine a sense of value.
> Human Intelligence
INTELLIGENCE QUOTIENT “IQ” .
A score of intelligence?
– IQ tests are designed to determine logical reasoning skills, using numerical or visual patterns to assess sequence recognition. IQ is intended to measure abstract deduction, not factual knowledge.
– High IQ is associated with career success and wealth. People with higher IQs generally make better workers, and they make more money because they’re considered high performers.
Intelligence brings people together.
– Mensa International is the largest and oldest high IQ society in the world. It is a non-profit organization open to people who score at the 98th percentile or higher on a standardized, supervised IQ or other approved intelligence test.
– Their mission is to identify and to foster human intelligence for the benefit of humanity; to encourage research into the nature, characteristics, and uses of intelligence; and to provide a stimulating intellectual and social environment for its members.
– Mensa is a great example of how intelligence itself can become a brand. Although the value of Mensa membership is arguable, members are culturally recognized as having superior intelligence.
THE FLYNN EFFECT
People are getting more intelligent.
– The Flynn Effect represents a sustained increase in intelligence test scores measured in many parts of the world over the 20th century. Better health, better nutrition, more and better education, and rising standards of living are responsible. Genetic changes were seen as not important.
– You’re likely more intelligent than your predecessors, and the next generation will probably be more intelligent than you. This has important implications as you consider the long-term sustainability of your brand. It needs to meet the increasing levels of intelligence that customers will demand.
Human intelligence is capable of exceptional non-linear thought when fully dedicated. But simple pattern recognition facilitates a more rapid comprehension of ideas. Brands that provide logical messaging patterns are easy to spot. Strategic storytelling provides the intellectual framework to engage customers—leading them to infer a call to action of their own free will.
> Artificial Intelligence
Technology is enabling devices to perceive the environment and take actions that maximize the chance of successfully achieving specific goals. The dramatic increase of computational power, combined with highly advanced software programming, is producing tools that are already fundamentally changing our lives.
AI is being used for integrated observational information processing, and the data collected can be used to achieve desired outcomes. Optical data collected from billions of cameras provide even deeper insights for AI to effectively accomplish objectives that were once considered pure fantasy.
Programmatic rules for repeat processing
– Traditional algorithms take input data, then use math and logic to produce an output result. These are one-way processes that handle input data based on static rules.
– Artificial intelligence algorithms combine inputs and outputs simultaneously to reassess input data, producing better outputs over time. These are regressive processes. See the Top 10 AI Algorithms to geek out on it.
– Machine learning is based on AI algorithms. They attempt to mirror how humans learn through trial, error, and improvement. Computational power accelerates the speed these algorithms run, making them extremely powerful tools for increased productivity.
Historic observation of prior activity to predict future actions
– Online behavior is tracked by Facebook, Google, and thousands of other free online services. When you click a link, these sites analyze your behavior — even after you’ve left those sites and are several clicks along on your Internet journey.
– Tracking information is a valuable commodity for marketers looking to get their content or products in front of people who are more likely to be interested. This data is one of the basic input data points that AI algorithms process to predict your behavior.
– See your data. If you’re curious how Facebook is categorizing you to advertisers, here’s how you can find out: In Facebook select ‘Settings’ (top right), click ‘Ads’ (left menu), click ‘Your Interests’. Prepare to be fascinated.
Real-time observation of emotional state to identify immediate receptivity
– Facial recognition uses a webcam to identify key facial landmarks – corners of eyebrows, tip of nose, corners of mouth. AI algorithms then analyze pixels in those regions to classify facial expressions. Combinations of these facial expressions are then mapped to 7 emotions: anger, contempt, disgust, fear, joy, sadness and surprise.
– Speech recognition uses microphones to analyze both what is said and how it’s said, observing changes in speech paralinguistics tone, loudness, tempo, and voice quality to distinguish speech events, emotions, and gender. The underlying low latency approach is key to enabling the development of real-time emotion-aware apps and devices.
– Cameras and microphones in cell phones and computers provide a tremendous opportunity for new input data to improve machine learning. This elevates the ability for AI to deliver the most relevant suggestion based on every individual’s current mindset.
Artificial Intelligence technologies are already capable of completing processes parallel to human intelligence. Platforms are being actively developed with the ability to mimic human cognitive functions such as learning, problem-solving, planning and predicting. They are being deployed rapidly with little restrictions other than outdated and inadequate privacy laws. Without the human qualities of empathy, ethics, instinct, and wisdom in decision-making, the integration of AI into society remains highly questionable.
Your brand is another essential input for machine learning. Algorithms will favor brand messaging that is clear, consistent, and aligned with specific consumer preferences. Branding provides a path for the future of communications because it reduces confusion internally, making for great clarity externally.
> Brand Intelligence
Brand Intelligence is the result of conscious effort. It rarely occurs organically, making it an initiative that needs to be driven by an executive champion. Without a mandate from the top, it’s difficult to maintain a commitment to the process. But it can be difficult for many marketers to understand what’s required.
In reality, there are only three fundamentals to achieving brand intelligence.
1.CONSENSUS. Getting leaders to agree on a common set of principles requires logic, understanding, self-awareness, learning, emotional knowledge, reasoning, planning, creativity, critical thinking, and problem-solving— the definition of intelligence. Consistency and clarity just aren’t possible if people aren’t aligned. Consensus is the basis for authenticity in your brand, which is essential in long-term brand survival. If your brand is a natural reflection of who you really are, then it’s easy to sustain. Brands based on market demand rarely endure unless they are authentically grounded in the people driving it.
2. CONCEPT. A unifying idea that differentiates your brand is how brand intelligence forges emotional connections. The core concepts must be simple, bold, and easy to identify. Using archetypes and universal stories help appeal to the subconscious mind, making the concepts universally intelligible very quickly. Messaging built around the concept is crafted to resonate with specific customer personas, which are identified through the branding process. The messages should be supported by facts to satisfy buyer intellect. This maintains an emotional connection to the brand, if it comes into question intellectually.
3. CONSISTENCY. Staying consistent helps increase the frequency that your brand is seen, heard, and felt. Although it might feel dull to you, your customers aren’t as focused on your brand as you are. Experts estimate we see 5,000 ads every day. Staying on message with high repetition is an easier way to achieve brand intelligence, and build a reputation over time. Being known for something is most important. It helps associate your brand with a specific, memorable concept that can be recalled at the moment of need. Uniformity also provides an advantage for machine learning in suggesting and predicting a fit with customers ready to buy.
Brand intelligence brings value to companies just like it does to individuals. High brand intelligence is an indicator of high performance: Spirited people who believe in the brand, and customers who are loyal to the brand. It helps attract and retain the best team members who have a passion for your mission. It appeals to customers who identify with your vision, and desire your products and services.
Finding a path to brand intelligence can be extremely challenging. Using an experienced guide can help show you the way. Going it alone can be risky. That’s why choosing an expert is important. There are best practices that improve the chances of reaching the destination. Our methodology is called The IDEA Method.
Raising your brand intelligence elevates your value. In today’s rapidly changing market, it could be the key to market success.
Today is First Tuesday, November 2019.