When it's needed, a strong brand comes to mind on its own.
We know how to measure in detail what makes a brand strong. And we will advise you on how to stand out.
How can Behavio help you?
We measure clientele, brand salience, knowledge, emotions and primary association. Everything about you and your competitors. You will see where there is room to grow.
Audit of symbols
We measure the main symbols associated with you and your competitors. You will learn which symbols you should strengthen with campaigns and which you should get rid of.
We test out brand concepts as well as new symbols. Which of these best meet the Rules of the Subconscious?
Example: Why is IKEA a strong brand?
At workshops, most people answer: “because they sell quality, nice furniture for a good price”. They’re just about right. The correct answer is because they subconsciously believe that they sell quality, nice furniture for a good price. Unfortunately, the difference is fundamental. Plenty of brands make quality, nice and affordable furniture, and yet few people buy from them. IKEA is a successful brand because everything it does is in line with the Rules of the Subconscious “textbook”. Not only in ads, but also when designing products and store locations. Let’s take a deeper look.
Salience or "Where should we go shopping? Maybe IKEA?"
Everyday the mind makes hundreds of decisions, while consciously only being able to compare around three alternatives. However, all this thinking is done at the expense of a lot of glucose. That is why our minds are constantly preparing decisions. When a need arises, the brand that can meet that need instantly comes to mind. When you need a new mobile phone, you go straight to Alza. When you make a pit stop before going on a long drive at night, you reach for a Red Bull, while the other beverage options seem blurred out of focus. This phenomenon of “a product just popping into your mind” is called brand salience.
Salience is not a coincidence. The brand that first comes to mind is the one we most strongly associate with our needs in a given situation. When it comes to buying furniture, for example, we’re looking for quality and a good price. What helps the brain connect a brand to a need?
A brand is strong thanks to good symbols
Unfortunately, for the human brain, we don’t consider IKEA to be well-priced because it did well when compared with other prices and quality, or because it performed well in stress tests. Even if someone was to figure this out, the brain still has a hard time recalling rational arguments.
Maybe our subconscious believes IKEA is well-priced because we have the shape of Allen wrenches burned into our memory, and we have these wrenches associated with assembling something ourselves. We then have assembling something ourselves associated with something cheap or low-priced. Next comes quality, which we have associated with the colours of the Swedish flag, Swedish meatballs, and the Scandinavian food at the checkout counter. Seeing these items opens our association to Scandinavia, which we have associated with quality.
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Only certain symbols work. So, which ones?
Strong brands know how to create new ideas and thoroughly utilize symbols that contain all of the following attributes. Their symbols are/they:
- simple, easily comprehendible for the brain,
- induce positive emotions and
- symbolize the given need.
If you would like to gain a deeper understanding of the relationship between a brand and its symbols, you can check out our record of data breakfasts, Practical Brand Symbols. We are also happy to hold a workshop for your team regarding your brand and your symbols.
Join our satisfied customers:
Finlandii jsme pomohli najít nové symboly značky
Zjišťovali jsme, jaké symboly značku Finlandia posilují. Tradiční Skandinávie se ukázala jako dobře pochopitelná a přiřaditelná, ale nemá vliv na pozitivní emoci lidí. Na základě průzkumu jsme zjistili symboly jiné, unikátnější, které emoci posilují víc a mají potenciál zlepšit vnímání značky.
Fast and reliable professionals. They were always able to push us forward.
Chief Digital Officer
It’s great to see behaviour science applied so practically when building a brand and improving a campaign.
Behavio does great research work, plus they offer truly favourable prices, because they are able to automate routine operations.