Brand Science: Why we fall in love with certain brands
Source: Adobe Stock by Irina Strelnikova
In the previous article, we discussed how neuroplasticity allows us to adapt to experiences and shape our memories from momentary emotional events. We also covered the release of dopamine and serotonin, and how we associate feelings of pleasure, joy, and excitement with positive brand experiences. When these two events combine (hormone release through a new experience) our brains are inspired to create new neural pathways and form positive memories. This memory recall bank is exactly where every brand wants to be, truly what they mean by a top-of-mind brand.
When brands make it here, they become love brands. What better to illustrate what that means than through understanding how our brains use Oxytocin.
Oxytocin, often referred to as the “love or bonding hormone,” is a major player in social bonding, trust building, and encouraging emotional connection between people. This connection-inducing neurochemical is released during positive social and pro-social interactions, increasing our ability to feel close, be kind and supportive to others, and make a particular event more memorable and meaningful. Oxytocin influences our social behaviors and empathy toward others, making it a crucial element in both building and maintaining meaningful relationships. Whether these relationships are with other individuals, personal or professional, or brands, Oxytocin is responsible for bringing people together and interpreting meaningful experiences for us on a fundamental level.
In this final part of the series, we’ll cover the power of creating brand bonds and discuss the science behind why and how we fall in love with certain brands.
Let’s start with brand bonding and why we need it. Brands, like people, need an emotional connection to survive. Through this attachment, we build loyalty towards them that goes beyond brand awareness and into deep emotional need, meaning, and value. Brand bonding occurs when our people (internal teams and our audiences) attach feelings of trust, understanding, and care to a brand. This emotionally-driven connection then becomes a powerful driver in customer decision-making behavior, inspiring long-term brand affinity, and ultimately impacting the longevity of a brand. Our ability to release Oxytocin during these emotionally charged events plays a major role in who choose and how we create bonds.
Below are some ways brands can harness the power of oxytocin during brand events to create more meaningful and memorable experiences for their audience.
Being authentic and caring about the individual. Authenticity and empathy are essential in promoting oxytocin release. Brands that genuinely care about their customers and prioritize their well-being are more likely to trigger oxytocin during brand events. Authentic people and brands are also seen as more reliable, stable, credible, and trusting, all of which are crucial factors in building long-term relationships rooted in emotional meaning.
Creative storytelling with value-aligned emotional content. Storytelling is the oldest and most effective way to bond with others. As humans, we have a unique ability to share experiences that can entertain, inspire, and move others. Just like people, every brand has a story to tell. It’s how we tell it that makes the difference. Compelling storytelling and value-aligned emotional content promote oxytocin release. Brands can incorporate storytelling into their event presentations, social media content, campaigns, product packaging, and really any attention-worthy part of their customer’s experience. Focusing on narratives that bring the foundational meaning of your brand to life will resonate with people on a personal level and will no doubt promote oxytocin release and brand bonding.
Incorporating human awareness and touch. It’s amazing what happens when you’re present with people. Simply showing up, listening, and acknowledging others can go a long way. Physical touch, such as handshakes, hugs, or pats on the back, can trigger oxytocin release. Brands can create opportunities for genuine human interactions at their events or during certain customer experience touchpoints, such as through personalized greetings or one-on-one conversations. Just being human, showing compassion, and genuinely caring for others goes a long way.
Supporting and engaging in social interactions. Oxytocin is released during positive social interactions, so brands should constantly be thinking of ways to bring people together. Whether that’s through internal team events, experiential marketing events, or networking/social hours, brands can design activities that encourage attendees to connect with each other, fostering a sense of community and connection. Having a sense of belonging and being part of something bigger than ourselves releases both oxytocin and serotonin, making it the perfect combination to promote positive brand association and build what we call, “love” brands.
Brand experiences are complex. They require strategy, consistency, structure, and full emotional buy-in from the people who uphold them. It’s clear that dopamine, serotonin, and oxytocin invite us to explore the fullness of what each “life” experience has to offer in a pleasurable and genuine way. When brands are successful at consistently living up to their promises, we support them by making positive associations in our minds by rewarding them with a cozy spot in our long-term memory.
I want to close this series by saying the secret ingredient to any successful brand is authenticity. Being true to who you are and genuine in your efforts is the only way to build and sustain lasting relationships with your audience. Brands should never manipulate emotions solely for marketing purposes as it will hurt your brand's effectiveness, reputation, and morals in the long run.
The goal is to foster authentic and aligned emotional connections that lead to a more loyal, engaged, and valued customer base. When you do that, people will find, support, and grow with your brand.
I’d like to thank the following sources for inspiring this series:
The Huberman Podcast with Andrew Huberman and his many guests
Making Sense with Sam Harris
Dopamine Nation: Finding Balance in the Age of Indulgence by Dr. Anna Lembke
