Want Loyal Customers? Steal This 100-Year-Old Psychology Experiment

Sawyer Stromwall
Sep 1
2 min read

Why Your Brand Needs More “Bells”

Ever noticed how hearing the Netflix “ta-dum” sound instantly sparks a sense of anticipation, even if you haven’t opened the app? Or how a whiff of fresh-cut grass can make you think of summer afternoons, even when you’re standing in a hardware store?

That’s not a coincidence. It’s psychology.

The strongest brands don’t just sell. They condition us to feel something the moment we encounter them.

And that invisible connection? That’s where marketing becomes powerful.

The Science Behind It

Psychologists call this classical conditioning. The idea comes from a Russian scientist named Ivan Pavlov in the early 1900s. The principle behind Pavlov’s famous dog experiment: pair a simple signal (the bell) with a meaningful experience (food), and eventually, the signal alone triggers the response (salivation).

This is the same process at work in marketing. Your brand signals like a logo, tagline, or even a notification sound can become triggers. Over time, people do not just recognize them, they feel something when they encounter them. That feeling is what makes your brand memorable and trusted.

Where Businesses Miss It

Here’s where most small and mid-sized businesses fall short:

Inconsistency. A logo one way on the website, another way on LinkedIn. Customers never learn the “bell.”
Disconnection. Marketing doesn’t line up with the actual customer experience. The bell rings, but no “food” follows.
Underestimation. Owners think branding is fluff, when in reality it’s psychology doing the heavy lifting.

Sound familiar?

How to Apply it to Your Brand

Conditioning your customers isn’t about manipulation, it’s about building trust through consistency. Here’s how:

Pick Your Signals. What’s your “bell”? A specific color palette, tagline, tone of voice, or even a notification sound.
Pair It with Positive Experiences. Every time a customer sees/hears/experiences that signal, connect it with something valuable—great service, a helpful resource, a delightful product.
Repeat, Repeat, Repeat. Conditioning only works through repetition. The more consistent you are, the stronger the association.

Recent Case Study: Cracker Barrel

Cracker Barrel recently learned this lesson the hard way. They tried to modernize their logo, removing elements that generations of customers had subconsciously tied to family trips, comfort food, and nostalgia.

Instead of feeling “fresh,” the update broke the emotional connection. The backlash was immediate. Loyal customers didn’t just dislike the new look, they felt like the brand had abandoned its bell.

That’s the danger of forgetting how powerful these signals are. When you disrupt them, you’re not just changing a font or an icon. You’re tampering with trust, memory, and emotion.

Conditioning isn’t built in a single ad and it isn’t erased with a single mistake. However, the ripple effect of breaking that bond can be massive.

Think of it this way: every interaction is another chance to ring the bell. Remove it, and silence follows.

Your Turn!

So, what are your bells? Do your customers light up when they see your logo, hear your brand name, or receive an email from you? Or do they scroll past without a second thought?

We can build a clear strategy and action plan that creates the consistency your brand needs, so your signals stick with customers.

👉🏼 Take the first step toward consistency that sticks. Start a conversation with us.