5 Ways That Branding Affects Your Customers’ Mental Health

For Mental Health Month, designcrft is sharing insights about the mental health effects of graphic design.

When done right, branding has the power to foster a sense of community and belonging, but if done incorrectly, it can lead to low self-esteem, anxiety, and stress for your customers. If you aren’t putting empathy into your brand strategy, you may be setting yourself up to fail.

1. Identity

Branding can play a significant role in shaping an individual's identity. Brands that resonate with an individual's values and beliefs can create a sense of belonging and identity. For instance, someone who values sustainability might prefer brands that prioritize eco-friendliness. However, brands that promote unrealistic or unhealthy ideals can negatively impact an individual's self-esteem and confidence. For example, fashion brands that promote unrealistic body standards can lead to body dissatisfaction and low self-esteem.

2. Social Comparison

Branding can contribute to social comparison and feelings of inadequacy. Brands that promote a certain lifestyle or image can create pressure to conform and compete with others. This pressure can lead to feelings of anxiety, depression, and low self-esteem. For example, social media platforms like Instagram have been linked to higher levels of anxiety, depression, and body dissatisfaction due to the pressure to present a perfect image online.

3. Consumerism

Branding can also promote consumerism and materialism, which can negatively affect mental health. When individuals become overly focused on material possessions and consumer culture, it can lead to feelings of dissatisfaction, anxiety, and stress. For example, studies have found that materialistic values are associated with lower well-being and increased anxiety.

4. Brand Trust

Branding can create trust and a sense of security when individuals feel a connection to a brand. In healthcare, a trusted brand can help individuals feel more comfortable seeking help and support for mental health issues. For example, mental health organizations can use branding to create a sense of empathy and understanding, which can encourage individuals to seek help.

5. Mental Health Awareness

Branding can also be used to raise awareness about mental health issues and reduce the stigma associated with mental illness. By creating brands that promote mental health awareness and support, individuals can feel more comfortable seeking help and support when needed. For example, companies can use their branding to support mental health initiatives or create products that prioritize mental health.

As a business owner, it's essential to consider the psychological impact of your branding on your customers. By creating a brand strategy that aligns with your customers' values and promotes mental health awareness, you can create a positive impact on their well-being.