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It has long been a marketing job to change people's minds. Perhaps the most difficult task of all as people have their faith firmly under control.

One way to move people is by Dr. Dan Hill puts it in his book: “Every brand has to practice reflecting on beliefs. This is because everything consumers in the world see is “bent” by the prism of the values ​​they stand for. “He argues that by developing a belief strategy, your brand will reflect the preferences of the customers and therefore they will stop thinking about which brand to buy as only your brand will be considered.

Reinforcing existing beliefs through your brand is certainly the path of least resistance. But what if that's not an option?

In "Change of Heart: The Art and Science of Changing Your Own and Other People's" Dr. Howard Gardner seven levers to convince others to accept and embrace new ideas and beliefs:

1st reason: They present all relevant considerations about an idea, including its advantages and disadvantages. These considerations must be rational and meaningful.

2. Research: They provide numerical and other information about the impact of your idea or about data relevant to your idea. These benchmarks should be based on research and unwavering evidence that people will accept.

3. Response: You and your ideas will win over your listener based on your track record, effective presentation, and sense of your audience. Your ideas are based on your personal goals and your situation. If there is a response, the credibility of the messenger / source of the message is of great importance.

4. Representative redescriptions: They convey your message in a variety of formats including stories, statistics, and graphics. The same information presented in different ways is more compelling.

5. Resources and rewards: You will resort to resources to demonstrate the value of your idea and to create incentives for your idea to be adopted. There must be enough resources to make the change and sufficient rewards or benefits to make it happen.

6. Real world events: You monitor events in the world on a daily basis and refer to them whenever possible to support your idea. The overall context and situation can affect the viability of your influence or the change you seek. For example, during wars or recessions, people will be concentrated elsewhere.

7. Resistors: You spend considerable energy identifying the main resistances of your ideas (both conscious and unconscious) and trying to directly and implicitly defuse them. The imaginary and real concerns need to be considered in your approach.

The future of your brand depends on many things, but most of all on what people believe.

The Blake Project can help: Get people to understand and react in the Strategic Brand Storytelling Workshop

Brand Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand growth and branding

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