Reilly Newman | In psychology, there are countless biases and heuristics our brains make when triggered in certain scenarios. These are essentially shortcuts that are hardwired into our brains to make assumptions for better or for worse.
For example, the common confirmation bias is a cognitive pitfall that is “the tendency to interpret new evidence as confirmation of one’s existing beliefs or theories.” Watching only certain news or only seeing certain facts that reaffirm our existing beliefs are all ways we do this unconsciously. We even do this by the friends we select who usually share our values and align with our beliefs.
One psychological bias that brings many advantages to the brand of a business is the halo effect. This cognitive shortcut our brains take is a way for the brain to do heavy lifting, much like all other biases. The halo effect is when we see someone who is well-dressed, initially kind, or shows talent in an area and we apply that same positive aspect to other areas of that person. We sort of take from that initial impression and then apply a broad stroke to the rest of their life even though it may not be accurate. A person who is well dressed we assume they probably have a good personality, funny sense of humor, or are healthy.
This unfortunately leads to assumptions that aren’t true. However, it is an inevitable force within human psychology so we must learn to manage it within ourselves and present our best selves. If we fail to not present our best selves then that bad impression in one area will be applied to other areas. Dress sloppy or swear like a sailor and this will be applied to other areas in your life. In summary, the assumption is “how you do anything is how you do everything.”
Halo Effect and Brands
Taking the same pattern described above, we can see how this would apply to brands. When a business makes a poor first impression with an aggressive salesperson, a rude receptionist, an ugly logo, sloppy working process, etc. we will apply this impression to other parts of the business. It’s subconscious and builds into the perception we have of that business; therefore the brand of that business is altered.
The good news is that the opposite is true as well. A great impression actually improves the other areas of your brand. A great-looking logo improves the perception of your business just as a great salesperson who is kind and courteous can. These experiences of the business input a positive feed into the brand and we assume the other functions or aspects of the business must be great as well.
The toxic use of this powerful cognitive bias is the classic conman. Like a wolf in sheep’s clothing, he plays the part and looks trustworthy so we apply that to the rest of what he may offer. Unfortunately, this does happen in our world. Our goal is not to manipulate others, but simply manage the inevitable bias they will be placing on you and your business. Just as you have a brand whether you like it or not, we must manage these inevitable psychological forces so your business can survive and provide its value to those in need.
Since brand is the culmination of the perceptions of your business, we must consider these levers that impact the perception of your business. Influences like the halo effect can improve or damage your brand based on what type of impression your business is leaving your audience. Being deliberate about the way your business looks, acts, and sounds are all vital levers to improve the halo effect of your business. Your logo and identity system being perfect with the experience of your business and the touchpoints your audience engages with. From how you greet the consumer to the cleanliness of the restrooms are all indications used by the halo effect.
In parting, I’ll leave you with this. I knew someone who would never eat at restaurants that had dirty restrooms. If the bathroom was a mess we would never return. Due to this halo effect, he assumed that if their restroom was a mess their kitchen or operations were a mess as well. His assumption is precisely “how you do anything is how you do everything” projected on the business and damaging their brand in his eyes. Like it or not, thinking along these lines is how our brains are wired. Be attentive to your brand from top to bottom. Everyone else is.
