Exactly!!! You didn’t know about this? Let us explain.
Creating an effective brand communication strategy requires understanding how different aspects of messages impact audiences. The human brain is divided into two hemispheres, each responsible for different cognitive functions. The left hemisphere is typically associated with analytical, logical, and rational thinking, while the right hemisphere is responsible for creativity, emotions, and intuition. Crafting messages that engage both hemispheres allows for more comprehensive and effective audience engagement.
a. Why create messages for the left hemisphere?
- Analysis and Logic: The left brain processes information logically and analytically. Therefore, messages aimed at the left hemisphere should include data, statistics, facts, and logical arguments.
- Fact-Based Decisions: People often make purchasing decisions based on hard data. Presenting specifics such as product specifications, research results, or comparisons can help convince audiences of your brand.
- Clarity and Trust: Clear, concise, and organized communication builds trust. When customers see that a brand is transparent and provides reliable information, they are more likely to trust and remain loyal.
b. Why create messages for the right hemisphere?
- Creativity and Emotions: The right hemisphere processes emotions and creativity. Messages for the right hemisphere should evoke emotions, be visually appealing, and stimulate the imagination.
- Emotional Bonding: Emotions play a crucial role in purchasing decisions. Creating emotional stories, using images and sounds that evoke specific feelings, helps build a strong bond with the brand.
- Memory and Recognition: People remember information better when it is presented in an attractive and emotional way. Creative campaigns and original ideas are more likely to be remembered and recognized.
How to blend these elements into a cohesive communication strategy?
- Balanced Message: Create campaigns that contain both analytical and creative elements. For example, infographics can combine data and statistics (for the left brain) with attractive graphics (for the right brain).
- Narrative and Facts: Tell a brand story that includes both emotional narrative elements and concrete facts and data. Customer success stories supported by hard data can be very effective.
- Multimedia: Use various communication channels and formats. Videos that combine attractive visuals with clear messages can effectively engage both hemispheres.
- Personalization: Tailor messages to different audience segments. Some groups may value analytical data more, while others may respond better to creative and emotional messages.
- Testing and Optimization: Regularly test different campaign elements to see which combinations are most effective. Use analytics to measure engagement and audience reactions, and optimize messages based on collected data.
Creating a cohesive communication strategy that engages both hemispheres of the brain allows for more comprehensive and effective audience engagement, leading to better brand recognition and greater customer loyalty—just what we aim for!
Digital. Creating a cohesive online communication strategy that engages both hemispheres of the brain involves using various tools and techniques. Here are some specific ways to do it:
1. Website Engage the left hemisphere by:
- Data and Statistics: Include detailed product descriptions, technical specifications, charts, and data tables.
- Case Studies and Reports: Publish detailed case studies, white papers, and reports presenting concrete results and analyses.
- FAQ and Documentation: Create a section with frequently asked questions (FAQ) and detailed product or service documentation.
Engage the right hemisphere by:
- Design and Graphics: Ensure an attractive and intuitive website design, use visually appealing images, infographics, and videos.
- Stories and Emotions: Tell the brand story, use storytelling in product and service descriptions, and include emotional customer reviews.
- Animations and Interactivity: Add interactive elements like animations, quizzes, and calculators that engage users creatively.
2. Social Media Engage the left hemisphere by:
- Infographics: Share infographics that present data in an accessible and visually appealing way.
- Statistics and Facts: Post interesting statistics, facts, and research results.
- Analyses and Reports: Share links to detailed analyses, reports, and articles offering deeper insights.
Engage the right hemisphere by:
- Visual Content: Regularly post attractive photos, videos, graphics, and animations that evoke emotions and are visually appealing.
- User Stories: Share user stories, reviews, and opinions that have a personal and emotional touch.
- Creative Campaigns: Create interactive campaigns like challenges, contests, and hashtags that engage users creatively.
3. Email Marketing Engage the left hemisphere by:
- Segmentation and Personalization: Segment your database and send personalized messages with relevant information and offers.
- Data and Analysis: Send emails with research results, market analyses, and concrete data that might interest recipients.
- Case Studies and Reports: Share detailed case studies and reports presenting specific results.
Engage the right hemisphere by:
- Visually Attractive Emails: Design visually appealing emails, using images, graphics, and colors that attract attention.
- Storytelling: Use storytelling in emails to build an emotional connection with recipients.
- Interactive Elements: Add interactive elements like surveys, quizzes, or call-to-action (CTA) buttons that engage recipients creatively.
4. Online Advertising (Display Ads) Engage the left hemisphere by:
- Data and Facts: Use ads containing specific data, statistics, and research results that appeal to the logical part of the brain.
- Offers and Promotions: Present clear and specific offers, discounts, and promotions that are easy to understand and analyze.
Engage the right hemisphere by:
- Visually Attractive Ads: Create visually appealing ads using colors, images, and graphics that evoke emotions.
- Emotional Stories: Use storytelling in video ads to build an emotional connection with recipients.
- Creative Concepts: Experiment with creative ad concepts that capture attention and are memorable.
5. Content Marketing Engage the left hemisphere by:
- Articles and Blogs: Publish articles and blog posts with detailed analyses, data, and statistics.
- White Papers and Reports: Create and share white papers and reports offering deep knowledge and concrete information.
- Guides and Tutorials: Develop guides and tutorials that provide practical information and specific steps to follow.
Engage the right hemisphere by:
- Visual Content: Add attractive photos, infographics, and illustrations to articles to make the content more accessible and interesting.
- Stories and Anecdotes: Incorporate stories and anecdotes into content to build an emotional connection with readers.
- Videos and Podcasts: Create content in video and podcast formats that engage audiences visually and audibly.
6. SEO and SEM Engage the left hemisphere by:
- Keywords and Data: Optimize content for keywords that answer specific questions and provide concrete information.
- Analytics and Reporting: Regularly analyze SEO and SEM results to optimize campaigns based on data and statistics.
Engage the right hemisphere by:
- Attractive Meta Descriptions: Create meta descriptions and titles that are not only optimized for SEO but also engaging and emotionally appealing.
- Creative PPC Ads: Design pay-per-click ads that are visually appealing and engaging, using creative headlines and attractive images.
Summary
The key to increasing effectiveness is balancing analytical and creative elements in online communication. A well-planned strategy that engages both hemispheres of the brain allows for the creation of a comprehensive and effective message that attracts attention, builds trust, and emotionally engages the audience. Be like NIKE, just do it or call us—we’ve been doing this at Lab360 for over 10 years. We invite you to discuss your needs.
