The Power Of The Halo Effect

Have you ever heard of the Halo Effect? And no I’m not talking about the halo your sibling has around their head whenever you’re in trouble... I’m talking about the theory discovered by psychologist Edward Thorndike waaaaaay back in 1915.

Thorndike’s research found that people’s impression of one aspect of something is often applied to other aspects of the same thing regardless if they are logically connected. Say what? Ok, here’s an example: If you like the ipod, you are more likely to look at all other apple products in higher regard and vice versa. Or if you had a favourable experience with one person at a company, you are more likely to have a better impression of the entire company as a whole. Have you ever experienced something like this? I definitely have!

So how can we use this knowledge to our advantage when building our companies? Well there are two things we need to think about. First, it’s important to focus on being excellent at one thing and not spreading yourself too thin. If you can conquer one aspect of your company, people are going to like you and what you have to offer and as a result, they are going to be more receptive to more products and services that you launch later down the road. It can be sooooooo tempting to try to offer a multitude of services but the truth is that it is much better to focus all your energy in one place, master that, and then move on. The Halo Effect proves that all the positivity shined upon that one place will spill into other areas at a later date. For tips on what makes a good brand great, read this.

Secondly, when it comes to branding you can use the Halo Effect to create a strong brand that will form a favourable impression of your company and offerings as a whole. What do I mean by that? Well, take this fact for example - there are studies that have proven that good looking people are seen as more intelligent, more successful, and more popular. The same can go for your brand! Brand’s that are visually pleasing are more likely to be seen as knowledgeable, professional and successful. (Check out some awesome brand decks here). So if you take the time to choose cohesive fonts, logos, colours, and images, it will affect how people perceive the actual product or service that they are purchasing. And the same goes with authenticity! If you come across as truly authentic in your videos or marketing copy, then people are also going to view your product or service as something that they believe is honest and will truly benefit them. This is the beauty of the Halo Effect! 

So there you go folks. That was your Psychology 101 tip for the day. Our brains are mysterious, magical things but the more inside scoop we learn about them, the more we can use it to our advantage to reach our customers on a meaningful level.

Have you ever experienced the Halo Effect? Would love to hear your story!

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Gillian Harvey