Many things influence the way we choose where to spend our money and time. And loyalty? It’s one of them. As consumers, we’re always on the lookout for brands that offer exceptional value. And if a business can tailor their content, pricing and promotions around the holidays, that’s a surefire way to stand out from the competition. To keep your brand strategy fresh and dynamic, you need to understand who your target audience is and what makes them tick as a person. Here are some psychological profiles you might not have considered when developing your brand strategy, but should:



People with a need for psychological security

People with a need for psychological security tend to be more cautious and risk-averse, but also more loyal and trusting. They’re especially drawn to brands that offer reassurance and security, and are usually quite price-sensitive and often seek out limited-time offers. They also tend to be heavy buyers during the holidays, which is great news for marketers. This psychological profile can be found among people who are generally more concerned about their security, and who have a strong desire for psychological stability and predictability. If you’re looking to develop a brand strategy that caters to this person, you have an opportunity to build a loyal customer base.


People with a fear of uncertainty

People with a fear of uncertainty tend to be more open-minded and adventurous. They’re particularly attracted to brands that present new and different experiences, but are also quite price-sensitive and are often more infrequent shoppers. As the holidays are prime time for sales, and people with a fear of uncertainty are often hesitant to make large purchases, this is a great time to build brand loyalty.


People with an idealistic mindset

People with an idealistic mindset tend to be more accepting and compassionate. They’re also very open-minded, but also more risk-averse and often seek out limited-time offers. This psychological profile can be found among people who have a stronger desire for things to be better, who are more accepting of other people and tend to be less price-sensitive. This is a great brand strategy for brands that focus on helping people solve problems, uplift the community and bring people together.


People with an empirical mindset

People with an empirical mindset are logical and practical. They’re usually less open-minded, but also more accepting of other people. Notably, they’re less affected by limited-time offers and are usually more price-sensitive. This psychological profile can be found among people who are more focused on the here and now, who are less trusting and who are more focused on concrete results. As such, brands that focus on delivering concrete results and results that are measurable are great for people with an empirical mindset.


Final Words

The holidays are a great time to build brand loyalty and develop a brand strategy that will last. These psychological profiles can help you understand who your target audience is, and how they want to be communicated with. And these are only a few of the many psychological profiles you can discover through research. If you’d like to learn more, you can always contact the researchers at your local marketing school to find out more about the psychological research being conducted in your area. You’ll also get a better understanding of the target personas being studied and what makes them tick.



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