When football fans are jumping around, screaming, swearing and revelling in the nervous energy of a football match, it is highly unlikely that the psychology of branding is on their minds. They are just as unlikely to be analysing the colour scheme of their club football kits and how it affects the brand identity, but more importantly the performance of the club players.
They are likely however to subliminally connect with these colours when they see them in other environments, identifying with them positively, especially if their club is on a winning streak. On a subconscious level they are easily drawn towards the colours that make up the football kits of the club that they support. Think about it, and once you do you will notice that you more than likely do the same.
Let’s compare this football kit and branding experience to when you are considering buying a new car. Most of us who own a car have been through this experience. You are making a decision on what car model to buy, and more than likely who have a colour preference also. Suddenly it seems as if these cars are driving around everywhere, much more than you had ever noticed before. This brings us to the communications model upon which of course the branding experts are fully aware of.
The communications model is made up of five aspects which are sender, medium, filter, receiver, and feedback. Every day all of us are exposed to messages from the environment. These can come from billboards, the internet, TV, radio, word of mouth, email, snail mail and so on. These fit into the sender/medium.
As human beings we have a filter, that screens outs the content that appears to have little or no relevance to us. If we didn’t have this filter we would be totally overloaded and unable to function in the tasks we need to be able to perform.
These messages are however coded patterns and sensations falling into the categories of colours, sounds, odours, shapes and so on. Imagine then the messages that we choose to enter through our filter. When these messages are new we have to evaluate their worthiness, relevance and if we consider them to be positive or negative. If for example after evaluation we consider they are negative and we do not wish to hold onto them, then they may be vented out during dreams. We do not necessarily remember the dreams the next day.
If however we consider them to be useful or positive them they are filed away. In this way they are ready for recognition if the experience was to repeat itself. This then brings us on to the law of repetition as it is very relevant in the case of football kits, or indeed any branding of any sort that we encounter on a regular basis.
The law of repetition is a restatement of the law of habit, and basically refers to the fact that the more frequently a certain cortical activity occurs, the more easily is its repetition brought about.
Imagine how often you have seen the team that you support wearing their football kits. Even though you don’t necessarily think about it this is their brand identity that you as a supporter can identify with positively. This is continually repeated.
If you are a player, you may appreciate even more the impact of how your football kits and team colours can affect how you feel and maybe even your performance, depending on the psychology of colours that are incorporated in the kit. Due to the communication model, discussed previously, your team football kits literally speak to you, even though you may not realise it.