This article focuses on how the psychology of spring affects the way customers interact with your brand. Remember, this month is about building momentum to “move forward” in our branding efforts.

Temperature, humidity, and especially sunlight can have a huge impact on a consumer’s mood and, by extension, their spending. A 2010 study by Kyle B. Murray revealed that exposure to sunlight dramatically increased consumption levels, as well as the amount spent per item. Experiments show that consumers would be willing to pay 37% more for green tea and 56% more for a gym membership after being exposed to sunlight. Similarly, a study by Persinger and Levesque found that 40% of mood assessments were due to a combination of weather events; in particular, barometric pressure and sunlight.

What does this mean for your brand? This is the time of year when people are subconsciously looking for new and exciting experiences! They are acting according to what the season represents: reborn and refreshed. People are more receptive to discovery, exploration and trying new things. This is the time of year when we most want to be active, positive and progressive. And we look for brands that reflect what we want to be.

The good news. This is one of the best times for many businesses to introduce their brand to new customers, especially if it’s something that involves going out and experiencing it. This is the time of year when physical stores tend to do better than online stores. Subconsciously, we are in a better mood and that makes us more receptive to trying something new. Net – This is the perfect time of year for most small businesses to commit resources to a robust testing program.

The bad news. This is also the time of year when your current customers might start to get the wandering eyes. You need to update your brand and remind them why they love you. It is not about repeating the same old, the same old. Rather, I would encourage you to think about introducing your customers to something new in your offering. Reassure them that you are progressing and growing.

Net: Harnessing the mood is a critical component to building a strong brand. There are a few simple things you can incorporate today to help build a better brand.

PLAN “BEE”: How to apply it to your business

  1. What is the ONE THING you could do TODAY to give your brand a “spring update” look?
  • For example, if you have a physical store, could you rearrange the furniture or change a picture on the wall? Even adding (or changing) your welcome sign. For an online store, could you send an email campaign with a fresh look or update something on your page?
  • If you sell products, is there a different way to display them or use a different language to talk about them? Perhaps there is a different feature that you could highlight this time?
  • If YOU are your brand, what new skill or information could you share?
  1. What is ONE THING you could do to tap into the subconscious consumer behavior that creates the “newness of spring”? Remember, building a brand is about making these emotional and subconscious connections. The more you can take advantage of this, the better.
  • For example, is there an opportunity to link good weather with your brand? Maybe set up shop outside, open doors, etc.
  • Could you incorporate messages and images from Spring into your communications?
  • Are you highlighting the elements that are most positively linked to Spring?