The power of behavioural science in brands

Have you ever stopped to question why you chose Nike over Adidas? Or Sensodyne over Colgate? Or vice versa. 

Well, it’s mostly down to your cognitive biases, and the branding behind the products you love that was designed to tick all your boxes.

Did you know that behavioural science can help us understand why people prefer certain brands over others–and how to leverage it for your brand? 

Yup, it's pretty powerful stuff. 

But what exactly is behavioural science?

The basics of behavioural science

By looking at the big picture of human behaviour, behavioural science gives us some fascinating insights into what motivates people, what attitudes they have, and how they make decisions––from the university they go to, to the supermarket they shop at, to the clothes they buy. 

Once we understand this, we can get our customers to behave the way we want them to — of their own accord and without spending a lot of money.

Whilst studying consumer behaviour over the years, I've found that we can actually create strategies that shape, motivate, and influence how consumers make decisions. Yes! Better brand strategies, messaging, campaigns, and even better products! 

How do you use behavioural science in branding?

Well, it all starts with defining your hypothesis––what people are doing, and why. Then test it out with real customers to validate your assumption. After all, it is science-based!

It's not about basing your branding on assumptions, it's about grounding them in science and, if your hypothesis doesn't match up with reality, using your findings to design better solutions. 

It's about putting people first. Behavioural science doesn’t just see customers as numbers–it sees them as real people. It looks at what makes them tick, how they think, act, and integrate with society, and what they need.

Designing responsible, ethical solutions

The solutions have to be ethical–especially in this day and age where consumers are especially savvy when it comes to brands. That means that strategies have to be subtler, more intuitive, and smarter to get the desired result, whether that's to change behaviour, influence a purchase decision, or motivate someone to act or behave in a certain way. 

That’s why I love the study of it. It’s extremely customer and user-focused and helps brands design experiences that align with consumers’ needs.