The world is full of brands. Millions, in fact. But ask someone to name the strongest and a few are guaranteed to emerge – Apple, Google, Amazon, to name a few. Google’s brand is so powerful that “Google it” is now used as a verb (the action of searching the internet) which directly encompasses the brand name. The same could also be said for Kleenex – the brand and product (tissues) have become synonymous.
But what exactly creates strong brands? Brand managers typically use multiple strategies to help improve the strength of their brand. From using integrated technology that creates a seamless end-to-end customer experience, to incorporating techniques such as quality ques to increase the perceived value of their brand. In recent years, brands have also needed to hold (and deliver on) a clearly articulated brand purpose – increasingly, one that is meaningful and resonates with some of today’s most pressing issues.
In short, brands are built through a range of different techniques. However, one area that is less explored is the role of behavioural science in creating strong brands. Behavioural science and its role in business has come under the spotlight in recent years, with a number of experts drawing attention to its potential in driving better business outcomes (The Behaviour Business; Richard Chataway; Harriman House Publishing; 2020). But how exactly can brand managers use this previously less-explored field to strengthen their brands?
We explore a few key examples and techniques that brand managers may want to consider.