Have you ever wondered why we always seem to stick with the brands we know? Like, why do we automatically grab that same brand of cereal or reach for the same shampoo every time? It's all about the psychology of familiarity, and there's some interesting science behind it.
At its core, our preference for familiar brands is rooted in a psychological phenomenon called the "mere exposure effect." This concept, first proposed by psychologist Robert Zajonc, suggests that people tend to develop a preference for things merely because they are familiar with them. The more we're exposed to something, the more we tend to like it. This is why brands invest heavily in advertising and consistent messaging – they want to become that familiar presence in your life.
Trust
Familiarity breeds trust. When we repeatedly encounter the same brand and have positive experiences, we begin to trust that brand. Trust is a crucial element in consumer behaviour because it reduces the perceived risk of a purchase.
Perceived risk is the uncertainty a consumer feels about whether a purchase will meet their expectations or if they might experience negative outcomes. There are several types of perceived risk:
Financial risk: Will the product be worth the money spent? Will it last as long as expected, or will it require costly repairs or replacements?
Functional risk: Will the product perform as expected? Is there a chance it won’t work properly or meet the needs it’s supposed to address?
Physical risk: Could the product cause harm? This is particularly relevant for food, cosmetics, and pharmaceuticals.
Social risk: How will this purchase affect the consumer's social standing? Will they be judged for buying this product?
Psychological risk: Will the product align with the consumer's self-image? Will they feel good about their purchase?
When consumers are familiar with a brand, these perceived risks are significantly reduced. Here’s how:
Trust in quality: familiar brands have a track record. If a consumer has had positive experiences with a brand in the past, they’re more likely to trust that future purchases will also be positive. This reduces both financial and functional risks.
Brand reputation: a well-known brand usually has a strong reputation to uphold. This reputation acts as a guarantee of quality and reliability, minimising financial, functional, and physical risks.
Social proof: familiar brands are often socially accepted and endorsed by others. When many people use and approve of a brand, it reduces social risk for new consumers.
Emotional assurance: familiarity with a brand can provide emotional comfort. Knowing what to expect from a brand can alleviate anxiety and enhance the overall purchasing experience, addressing psychological risk.
If you know that a brand consistently delivers quality, you're more likely to choose it over an unknown competitor.
Cognitive Ease
Another aspect is cognitive ease. Our brains prefer things that are easy to process. Familiar brands are easier for our brains to recognise and process, which makes them more appealing. When faced with a choice, our brains often opt for the path of least resistance, and that path is typically paved with familiar brands.
Recognition over recall: our brains love shortcuts. Recognising a brand is much easier than recalling information about an unfamiliar one. When we see a familiar brand, our brains don’t have to work as hard to process the information. This ease of recognition makes us more likely to choose familiar brands.
Positive associations: things that are easy to process are often perceived as more positive. If a brand is familiar, it’s easier for our brains to process, leading to a more positive perception. This is why consistent branding is so important—it makes the brand easier to recognise and think about.
Reduced decision fatigue: cognitive ease helps in reducing decision fatigue. When faced with many choices, our brains get tired of making decisions. Familiar brands provide a mental shortcut, reducing the effort needed to make a choice and making the decision process quicker and more comfortable.
Perception of safety: easy-to-process information feels safer. Familiar brands are processed more effortlessly, leading to a perception of safety and reliability. This is crucial in reducing perceived risks associated with purchasing a product.
Being that familiar, trusted name isn’t just about having a nice logo or a viral TikTok moment. It’s about showing up the same way, every time. Think about it—when was the last time Nike or Coca-Cola threw a curveball in their branding? Exactly. They don’t. They keep it steady, reliable, and recognisable. Even newer brands like REFY and Reformation have nailed brand consistency.
But how do you get there if you’re a smaller brand? Start small. Keep your message clear and your visuals consistent across all platforms. It’s not just about slapping your logo everywhere; it's about creating a cohesive experience. From your Instagram feed to your packaging, everything should sing the same tune.
It’s like making a new friend. At first, it’s all about showing up and being yourself. Over time, the more they see you, the more they trust you. And before you know it, you’re besties. Brands work the same way. Be there, be real, and be consistent.
This might feel like a big ask, but it’s all about the little things. Stay true to your brand values and keep your message consistent. Over time, your audience will start to recognise and trust you.
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