The arena of “brand psychology” is taking on greater and greater importance, and not just in the world of commerce. The fact is that many people associate the concept of branding with cosmetics and foods and banks and well-known international labels. Actually, the subject impacts far wider, including service industries, country promotion, shops, and even individuals repairing tarnished reputations on the internet.

One of the leading global experts is Jonathan Gabay, who has just led a fascinating seminar in Cyprus. The theme very much tied into an article in Forbes by Susan Genelius:

Consumers build brands, not companies. This is a fundamental marketing truth that cannot be denied. Consumers give brands value by developing perceptions and expectations for those brands. Companies enhance the value by delivering consistent brand experiences that consumers can trust.

As the author highlights: Although something may appear to be “needed”, that does not mean the consumer “must” buy it.

This consideration very much applies to companies that I have been working with recently in Jerusalem. For example, one biotech start up has patented a bewildering tech that is set to save thousands of lives globally. However, the environment of the market place may see the company being forced back into its laboratory space. Hospitals will somehow carry on as before. The finances and politics may determine an outcome that ‘wow’ or ‘nice to have’ do not add up to must buy.

The biotech team are thus being forced to evaluate their pitch in order to raise funds. For all the validation of the technology and how it services a clearly identifiable need, how can they justify their brand so that it can be seen as a winner? What will convince the minds of investors, so that they ‘must’ come on board?

This is just one quick case study out of many. What is does is highlight a growing problem for the seller. In a world of sophistication and rapid exchange of information, how can providers convince others that their brand is simple, genuine and effective?