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How Branding Affects Consumer Behaviour - 22 October 2020

| Written by Emily

Firstly – What do we mean by ‘consumer behaviour’?

Behaviour is defined as the way that an animal or person responds to a particular situation or stimulus (Definition from Oxford Languages) – so understanding this response, and the emotional triggers of specific responses, should inform and influence the way a business positions itself and communicates with its audiences.

Sound a bit waffley and pretentious? Let’s take that statement back to the basics…

As a business, you want to trigger a specific action in your audiences. Buy our product. Sign up to our event. Come to our museum. Share this with your friends.

All of these actions need to be influenced by your brand, marketing and communications. Without hitting the right notes in terms of brand story, ethos, values and timing; your efforts will fall flat.

But how do you know what the ‘right notes’ are? Well, that’s where market research and understanding behaviour comes in. Observing what’s happening both on and offline, focus groups, surveys, testing, testing, testing.

 

Insights aren’t just for digital

People assume that understanding behavioural insights is a task that is vastly important to digital marketing, but not as valuable for designers – however that’s simply not true. Having this understanding of your audience whilst creating a brand strategy, identity and creative roll-out is incredibly important to ensure that you are designing with purpose, to drive behavioural change.

 

How can branding influence this behaviour?

After you have taken the time to really immerse yourself in the world of your audience, so that you can truly say you understand their behaviours and needs – that’s when you can start to create branding that starts to nudge these behaviours from your target consumers.

1. Create Awareness – speak in the language of your audience, knowing what they care about and show that you also care about the same issues. Have a clear brand story and ethos communicating your values and promise. For example: are you environmentally conscious? Or, do you ensure everything you create is done in an ethical way? Values like this are important to your audiences (you know this from your research), so shout about it and become part of the conversation with your audience.

2. Inform – You have them listening as you’ve drawn them in, so now you can start talking about what it is that you do as a business. You’ve said what your promise is, now what is your proposition? Have clear key messages for this stage in the user journey and communicate using the same language as before, but softly selling the benefits that you offer.

3. Nudge – Now your audiences are aware of what you are offering, and they are bought into who you are and how you work, this is where you can start to influence their behaviour by suggesting the call to action. Sign up to hear more about our work; buy this product; attend our event – whatever the key action is that you are wanting your audience to do, choose one and stick to it. Keep it simple, keep it clear.

4. Nurture – Once you start seeing engagement from audiences, don’t drop them to chase after new buyers. Instead, drive loyalty by nurturing the relationships that you have created. Email marketing, social media and great creative in a consumer’s journey is a brilliant way of rewarding someone for using your business, and making sure that you stick as a positive experience in their minds. Brands like Who Gives A Crap are brilliant for this, creative, quirky packaging, calling cards and emails are thoughtful touches that reward you in the long-term.

5. Measure – As with everything, all stages need to gather data and be regularly evaluated. Monitor your audiences to see how the trends in behaviour change – as life changes quickly, and so do your consumers. What is hot one minute might not be the next, and you don’t want to be left behind. Keep monitoring, keep asking questions, keep ahead.

 

Influencing behaviour through branding isn’t a ‘quick win’ – it takes time to thoroughly understand, gather insights and deliver a brand strategy that gets results. However, it’s what Wrapped are experts at.



If you want to talk to us about how we can help you with your brand strategy, get in touch today.

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