19 Jun The Role of Intuition in Branding

“Coming back to America was, for me, much more of a cultural shock than going to India. The people in the Indian countryside don’t use their intellect like we do, they use their intuition instead, and their intuition is far more developed than in the rest of the world. Intuition is a very powerful thing, more powerful than intellect, in my opinion. That’s had a big impact on my work.”
– Steve Jobs

We live in a time where successful brands are built on positive, memorable experiences. These connections elicit desired emotions that forge deep connections with their customers’ intuitive, subconscious minds.

Intuition, according to Wikipedia, is the ability to acquire knowledge without proof, evidence, or conscious reasoning, or without understanding how the knowledge was acquired. We are all born with intuition. Some have more intuitive abilities and are completely in tune with their intuition. Others believe that intuition is trendy hocus pocus and tend to distrust their internal intuitive signals. Whichever way you lean on the subject, the fact remains – intuition plays a major role in decision making – and science supports this notion.

In the book “Thinking Fast and Slow” by Daniel Kahneman, research is summarized that highlights the differences between two modes of thought: System 1, Fast Thinking, and System 2, Slow Thinking.

System 1, Fast Thinking, is the automatic, unconscious activity processor that controls breathing, heartbeat, and reflexes, as well as quick decision making, emotions, and feelings. Called the subconscious or intuitive mind, this is where up to 90-95% of all cognition occurs. So, before the slow thinking, rational mind can process information, the fast thinking intuitive mind creates positive connections and decisions through feelings and emotions.

System 2, Slow Thinking, is the logical, calculating, conscious mind that takes time to process. Referred to as the rational mind, it accounts for 5-10% of our brain processing power. This system is activated to rationalize once the fast thinking system has already made decisions based on intuition and instinct. And, in certain circumstances, the slow thinking rational mind can take over and alter these decisions.

In essence, both systems work together. System 1, Fast Thinking, continuously generates suggestions for System 2, Slow Thinking, with impressions, intuitions, intentions, and feelings. If these suggestions are rationalized and supported by System 2, these suggestions turn into beliefs and voluntary actions.

This explains how people connect with and have loyalty to certain brands. For example, let’s look at the Apple, Inc., brand. In all of Apple’s communications, they’ve always started with their WHY – their purpose, belief, cause – over what they do or how they do it:

“Everything we do, we believe in challenging the status quo. We believe in thinking differently. (WHY)

The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly. (HOW)

We just happen to make great computers.” (WHAT)

– Steve Jobs

The WHY connects on an emotional, feeling level with people in the subconscious, fast thinking intuitive mind and inspires trust and loyalty to the brand. People instinctively connect with and buy WHY a brand does over rationalizing what it is or how it is done.

For a brand to create positive, memorable experiences and tap into their customers’ intuitive, subconscious minds, they need to start with their WHY to make an emotional connection. Think of the messages and imagery that will produce the desired emotions, and create a positive brand experience through each customer interaction, including marketing and advertising, sales, customer service, operations, and culture.