Behavioural science: a valuable tool within a brand consultancy

There is something inherently fascinating about brands. They’re often spoken about as if they’re tangible creations, in a similar manner to a new product, a scientific finding, or piece of art. And yet, the reality is they have the obscure quality of only existing our minds. As such, the way in which we perceive, process and purchase brands is crucial to any credible brand analysis or strategy. Yet, it’s too often found absent from the brand decision-making table. This is why behavioural science is so vital to the process.

A strong brand has a clear set of associations activated in the minds of consumers. Furthermore, within that set of associations, there is a clear pull towards the goal its engagers have. At times this will be functional but, more often than not, there will be a strong psychological component to this.

Even Domestos, which leans heavily into the “functional goal satisfaction” of killing germs and bacteria effectively, has a psychological component to it. For some, it’s about choosing the “best” product to protect their family. For others, it subconsciously signals success by affording an established brand at twice the price. There may be further psychological benefits certain consumers experience.

A brand’s understanding of its audience determines how strongly it builds relevant associations. And that understanding includes, or perhaps depends, on understanding “consumers” as people first.

Behavioural science and understanding your consumer

Mark Ritson correctly identifies a common problem often associated with brand managers: the misperception that just because the brand is central to their world, it’s almost certain to be a near irrelevance in the lives of consumers. This is why brand “loyalty” is such a misnomer – it’s rarer to find than a rabbit on a high street. Brand preference, repeated behaviour and brand-favourable contexts are more prevalent.

When brands understand their inherent irrelevance, they can find out how to be relevant – in what sounds like a disturbing echo of my teenage dating life!

And once this relevance, and the clear set of associations has been identified, the question begs – “How do we get these ideas to stick with the people we want to reach?”

This calls for insight into how perceptions form, grounded in behavioural science. Meaning shifts with context. The same stimulus can be read differently, making behavioural insight across every brand touch point essential. Many forces shape these associations, some louder than others, but none irrelevant. And this is too often overlooked within organisations.

When we recognise this, we can craft and curate all touch points and gear them towards that set of associations. In turn, brands will benefit from incorporating behavioural science into the strategic development and activation process.

At The Team, we pride ourselves on a deeper level of thinking – one that understands both brands and people to create brands that matter to their audiences.