Be off-brand
What would happen if you were to deviate from your perceived image and try something that’s ‘not you’?
The human brain loves a shortcut. It categorises information in order to make predictions and assumptions and, in turn, save time and energy in our neural circuitry. For example, if you see a dog, your brain might ‘shortcut’ to: ‘has four legs and barks at sticks’, without having to relearn this anew. This is the reason that branding works – why your favourite café will serve you a cappuccino in the same way every time and how advertisers create consumer trust in products.