The ‘Left Brain’ And ‘Right Brain’ Approach To Marketing
- Growth & Learning
Maha Abdul Rehman
- July 16, 2020
- 0
- 2419
- 5 minutes read
We study from a young age about how people differ according to the dominance their left or right brains have over their thinking. Psychologists have since long believed that people with dominant right brains tend to be more creative, imaginative, and artistic compared to those with left brains who tend to think more logically and factually than their counterparts. While this approach needs more evidence to support its basis, marketers have adopted the left and rain brain approach to differentiate between the technical and creative thinkers.
In previous times, marketing was dominantly creative, with companies demanding unique ideas in order to stand out from the usual and sell their products accordingly. But with the advanced technologies being introduced in the digital marketing world day after day, the focus on data analysis has also increased. With this increase comes the demand to create a balance between the left and right brains behind marketing, so that creative, as well as logical facts, can be delivered to the audience in an equal amount
How to Implement the ‘Left Brain’ and ‘Right Brain’ Approach in Marketing?
With the basics established for what the left brain and right brain approach are to marketing, the question arises on how this approach can be implemented to your strategies? We have combined a few pointers for what you can do to create this balance and make your marketing strategies thrive.
1. Create a Balanced Team
It’s obvious that not every person can do both: be creative and analytic at the same time. Keeping this in mind, you need to create a balanced team with both right-brained and left-brained people involved. Marketers need both designers and account executives to make a brand’s appeal not only visually aesthetic but also logically valuable. Let your account managers come up with the ideas of what creatives they need after studying the needs of the clients and then forward these ideas to designers and content writers to make creative visuals and posts. This approach is most widely practiced everywhere today.
Yes, some people are all-rounders i.e they study analytics and come up with creative content to meet demands, and this is also a demand of today’s marketing world. But you need separate teams too for the sake of avoiding overwhelming anyone. Your designers, developers, content creators, all need to work together to bring the best to the table.
2. Keep the Audience Aesthetic and Needs to Mind
Since marketing is done to grab the audience’s attention, your left-brain and right-brain approach have to appeal to their aesthetic sense while also giving them a logical reason as to why they should be investing in your brand. Once you strike a balance between both approaches, you will be able to show people the bigger picture in a more interesting way.
Showing people what they need through the entertainment provided by creativity is the best approach to make the audience happy.
3. Combine Creativity and Rationale in Posts
Presenting the facts is important to make people know your product is valuable, but how will you present those facts if people lose interest as soon as they see a boring infomercial on their screens? And this is where creativity jumps in. Entertaining people’s aesthetics is as important as showing them the reality. And you don’t want to overdo any of it either!
Today’s marketing wants you to appeal to the audience’s right-brain desires while also giving them the hardcore logic that activates the practical side in their left-brain. And when these two are combined, your brand becomes unique to the audience.
4. Take an Integrated Approach
The world isn’t what it used to be even a decade ago. You have all the tools you need to study data and develop better features to make your brand more approachable, all at the tip of your fingers. To make both these tasks simpler and doable, taking an integrated approach comes in handy. Divide your marketing tactics into two phases. Brainstorm, discuss, and create visuals and textual content. Reach the audience with these creatives. And then study the analytics derived after the audience responds. If different teams are doing these tasks, the collaboration and communication between them should be done clearly so that every task can be done accurately.
It’s important to understand how you market and what style you create. Commit yourself to have a balanced approach to both these tactics. If you can’t commit, it will create problems in applying your strategies accurately. Observe what you’re doing wrong and change your approach. Your main goal should always be to make your brand approachable and facilitating for the audience. And this can only be done by balancing between your professional and human side together. To do that, your left-brained and right-brained members and ideas need to come together to create a whole. And this whole is what will make your brand appealing to your target.