Why do we fall in love with brands?  Well, unfortunately it’s not as easy as roses and poems, candlelit dinners and chocolates, brands have to work a bit harder to gain our love.

In our world of applying behavioural science to solve problems, little things called biases and heuristics could give us the answer we’re longing for.

Understanding these biases and heuristics can help attract more customers to your brand, and it’s much more effective than slapping on some expensive aftershave.

So, what is it about these biases and heuristics that helps us fall in love with brands?

We’re moved by Biases

Bias are irrational beliefs or behaviours that can unconsciously influence our decisions.

Reciprocity

We love to get something in exchange for doing something. For example, flowers are synonymous with V-day and with Bloom and Wild’s refer-a-friend scheme, everyone is getting the love. You and your friend get £10 credit whenever they use us for the first time. 

 

Commitment

We love to see brands who are committed to something, a cause, charity or group of people. The brand Toms was a pioneer when it came to showing ‘commitment’ in the fashion industry. For every shoe sold, they committed to giving one away. 

 

Salience

We love to be noticed. Brand Salience is all about how much your brand is thought about or noticed. ASOS is undoubtedly legendary when it comes to personalisation, not only do they suggest the best size but now show what a model with your shape would look like in that outfit. 

We’re attracted to Heuristics

In a nutshell, heuristics are cognitive shortcuts that help simplify our decisions.

Logos

Our feelings towards familiar logos can be a powerful decision maker. We love to wear them and be associated with them. Does your logo move people? You’re driving back from work, it’s late, you’re hungry and then in the distance you see those golden arches…

 

Colours

Our emotions are affected by colours. We see red as an active colour, green as calming and blue as freedom amongst others too. A considered choice of colour can do a lot across all marketing communications.

 

Tone of voice

Our mood is driven by how we’re talked to. If we relate to the tone, if it makes us laugh, or moves our emotions. A great example of this is Innocent Drinks. To get an idea, all you have to do is scroll through their Twitter or pick up one of their drinks.

They say love is blind. Well, we believe applying behavioural science can help customers see your brand more clearly.

 

Want to know more about the power of biases and heuristics?

Get in touch with us or read more here

By Phil Monks

Deputy Creative Director