The biggest challenge in practice is the correct implementation of the emotional brand positioning and the matching to the motives of the main psychometric target group. The correct coding in communication, products, point of sale and sales is often implemented to the best of our knowledge and belief.

However, this step is essential, so that consumers perceive the same unconscious codes at every customer contact point and thus have the same customer experience everywhere and the brand message really reaches the consumer unconsciously. The following codes are relevant in the various disciplines of design:

Marketing

Colors, shapes, surfaces, haptics, music, storytelling, protagonists, lighting conditions for video and content ads, newsletters, direct mailings, flyers and giveaways

Point of Sale (POS)

Interior design, colors, shapes, music, scents, lighting conditions, personnel. Based on the unconscious, multisensory perception of human beings, information is conveyed within milliseconds before one has dealt with the matter in depth. For example, the interior design in combination with the colors and shapes can indicate the quality of the service staff or the haptics and shape of the packaging of a beverage can indicate the quality of the taste.

Sales

The direct sales contact is the one with the highest impact on customer experience. Both customer service and personal sales can be trained on the psychometric profiles. How can the salesperson recognize within a few minutes what kind of personality is on the phone or in a personal conversation? BrandMind trains salespeople to pay attention to posture, tonality, facial expressions, language and other behaviors as well as which personality types has which character traits and which kind of communication connects best with them.