How the spring season affects the way people view your brand

This article focuses on how the psychology of spring affects the way customers interact with your brand. Remember, this month is about creating momentum to “jumpstart” our branding efforts.

Temperature, humidity and especially sunlight can have a great impact on the consumer’s mental state and, by extension, their expenses. A 2010 study by Kyle B. Murray revealed that exposure to sunlight dramatically increased consumption levels, as well as the amount spent per item. Experiments show that consumers would be willing to pay 37% more for green tea and 56% more for gym membership after being exposed to sunlight. Similarly, a study by Persinger and Levesque found that 40% of mood assessments were due to a combination of weather events; in particular, barometric pressure and sunlight.

What does this mean for your brand? This is the time of year when people unconsciously seek new and exciting experiences! They are acting in accordance with what the season represents: rebirth and renewal. People are more receptive to discovering, exploring, and trying new things. This is the time of year when we most want to be active, positive, and progressive. And we look for brands that reflect what we want to be.

The good news. This is one of the best times for many companies to introduce new customers to their brand, especially if it’s something that involves going out and experiencing it. This is the time of year when physical stores tend to perform better than online stores. Subconsciously, we are in a better mood and that makes us more receptive to trying something new. Net – This is the perfect time of year for most small businesses to dedicate resources to a robust testing program.

The bad news. This is also the time of year when your current customers might start to turn heads. You need to update your brand and remind them why they love you. It is not about repeating the same thing, the same thing. Rather, I encourage you to think about introducing your customers to something new in your offering. Assure them that you are progressing and growing.

Network: Harnessing your mood is a critical component of building a strong brand. There are a few simple things you can incorporate today to help build a better brand.

PLAN “BEE”: How to apply this to your business

1. What’s the ONLY thing you could do TODAY to give your brand a “spring update” look?

• For example, if you have a physical store, could you rearrange the furniture or change a painting on your wall? Even adding (or changing) your welcome sign. For an online store, could you send an email campaign with a fresh look or update something on your page?

• If you sell products, is there a different way that you could display them or in a different language that you could use to talk about them? Maybe there is a different feature that you could highlight this time?

• If YOU are your brand, what new skill or information could you share?

2. What’s ONE THING you could do to take advantage of the subconscious consumer behavior that creates the “spring novelty”? Remember, building a brand is about making these emotional and subconscious connections. The more you can take advantage of this, the better.

• For example, is there an opportunity to link good weather with your brand? Maybe set up a tent outside, open the doors, etc.

• Could you incorporate messages and images from Spring in your communications?

• Do you highlight items that are most positively linked to Spring?