Just like marketing personas are versions of the ideal customer, brands can be perfectly fashioned using the findings of behavioral science.

1. Marketing & Behavioral
Science
Using Behavioral Science to Research,
Create and ManageYour Brand
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2. Interrupting AcademicTheory
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Behavioral science: The
empirical study of human
behavior and decision making
Marketers can
apply insights
from behavioral
science to their
research and
branding
Compiled by author from source: essentialdesign.com

3. Human Behavior
Psychology
Economics
Sociology
Anthropology
Neuroscience
Political
Science
The practical study of
human behavior and
decision making, covers
the disciplines of
Compiled by author from source: essentialdesign.com
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4. Behavioral
Science Insights
Creating the
best product
Reaching users
who want that
product
Managing an
ethical
organization
Great innovations are
possible when
behavioral science is
applied to a company’s
three primary
functions:
Compiled by author from source: behavioralscientist.org
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5. Strong Brand Personality
Research shows that we see brands as
people
A strong brand personality builds a
strong emotional connection
It develops long-term relationships and
builds loyalty among existing customers
Check the brands
you admire and
look up to
What is it about
them that stands
out?
What makes
them unique?
What do you
admire about
them?
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Compiled by author from source: behavioralscientist.org - blog.designcrowd.com

6. BehavioralTraits?
Over time, it
helped us survive
by passing on our
genes to our
ancestors
In order to attract
potential mates,
we needed to
posses certain
traits
Behavioral traits:
Friendliness
Thoughtfulness
Trustworthiness
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Not Just PhysicalTraits
Compiled by author from source: behavioralscientist.org

7. The Science of How Our Brains Work?
We have become
good at many
essential activities
that helped us
survive and
reproduce
Pursuing food
Building human connections
Inventing new things
Including tools to protect us
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Compiled by author from source: behavioralscientist.org

8. Product Persona
Openness
Conscientiousness
Extraversion
Agreeableness
Neuroticism
Recently, personality
researchers have
classified our dominant
personality traits
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They fit into
5 different
categories
Compiled by author from source: behavioralscientist.org

9. Brand Persona
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Regardless of what product your company releases, you’re delivering a persona
Research in personality, integrity, and the evolutionary foundations of our
behavior offers a framework to build your company’s persona
Just like marketing personas are versions of the ideal customer, brands can be
perfectly fashioned using the findings of behavioral science
Compiled by author from source: behavioralscientist.org

10. Brand PersonaVersus Image
Brand Personality
• It is the personification of your brand
• Assigning human personality characteristics to
your brand in order to differentiate it from the
rest of the competition
• It is the way a brand 'speaks' and 'behaves'
Brand Image
• The brand personality is different from a brand
image
• It is the impression of a product held by real or
potential consumers
• Basically a reflection of the brand's physical
and functional attributes
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Compiled by author from source: blog.designcrowd.com

11. Products as People
Creating the Best Products
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12. What DoYou Want
Your Brand to
Convey? What elements
make up each and
every one of us?
Appearance
(physical
characteristics)
Intellect
Personality
Values
Think of building a brand
or product as the
process of designing a
person
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Compiled by author from source: behavioralscientist.org

13. Creating the Best
Product
How will you determine
the mixture of traits that
will best attract your
customers
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Appearance is pretty
much self-
explanatory
Same with intellect
But personality and
moral beliefs is where
our partialities vary
Here is where we
have some flexibility
to design a unique
person, one who will
attract others
Compiled by author from source: behavioralscientist.org

14. Positive Brand
Characteristics
7. Invest in people
6. Agile
5. Know their audience
4. Make mistakes
3. Have a personality
2. Listen to other humans
1.Value relationships
Brands should care, just
like humans do
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Compiled by author from source: pammarktingnut. com

15. BrandsThink Like
Humans
Human brands have
people on the inside that
think like humans, not like
a cash register or
corporate building
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They also care about their:
Needs Wants Problems Desires
They care if the humans they engage
with are:
Happy Sad Satisfied Upset
Compiled by author from soruce: pammarketingnut.com

16. Reflection of
Values Case in
Point
McDonalds wouldn't
want to promote a
personality of being
responsible and
wholesome because
their brand is more
about instant
gratification
Instead they have
chosen a
personality that is
fun and happy
which is in line with
what they offer
Coordinate your brand
personality with your
brand identity
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Compiled by author from source: blog.designcrowd.com

17. Wholesomeness
Case in Point
Dove
promotes
pureness,
feminism, and
body positivity
You will be
loyal to the
brand,
especially if
you share
these values
This develops
long-term
relationships
among
customers
A strong brand personality
builds a strong emotional
connection
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Compiled by author from source: blog.designcrowd.com Image Source: Google Images

18. FindYour
Personality
Sometimes you can find
your brand's personality
within your immediate
surroundings
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NeedsWantsLifestyle
It should be a reflection of
the values of your
employees, as well as a
reflection of your
customers’
Compiled by author from source: blog.designcrowd.com

19. Understanding Persona Framework
Neurotic folks are
stressful and exhausting
to be around; they
certainly don’t inspire
confidence
In contrast, it’s
almost always
better to be more
conscientious
When creating your brand, decide the
mixture of traits that will most attract your
customers
Through connections with others and seeing
them through this persona framework, you’ll
be inspired to create a better product
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Compiled by author from source: behavioralscientist.org

20. Openness
If you have customers with
high openness, you’re
going to want to signal to
them that your brand is
open too
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A love of the
arts
In-touch with
their feelings
Driven to try
new things
Interested in
ideas
Driven to
challenge
authority and
tradition
Folks that have a
high level of
openness have big
imaginations and
usually possess
these traits
Compiled by author from source: behavioralscientist.org

21. Low Openness
If you have customers with
low openness they will
favor familiar things
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A love of
convention
Uninterested
in art
Are unaware
of their
feelings
Uninterested
in abstract
ideas
Respectful of
authority and
tradition
Folks that have a
low level of
openness are less
imaginative and
usually possess
these traits
Compiled by author from source: behavioralscientist.org

22. Designing
Attractive
Solutions
It gives us the
framework for
creating products
that are appealing
and desired by our
brains at their
most fundamental
Leveraging the
insights from
personality theory
and moral
foundations
theory gives us
these tools
Acknowledging and
understanding our
evolutionary roots may be
the key to the future of
marketing
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Compiled by author from source: behavioralscientist.org Image Source: Google Images

23. Sources Cited
 13 Characteristics of Human Brands | Pam Moore Speaker,Trainer, Consultant. (n.d.). Retrieved from
http://www.pammarketingnut.com/2013/04/13-characteristics-of-human-brands/
 Belk, Katherine. "DesignThinking Meets Behavioral Science." Essential Design. N.p., 30 Mar. 2017.Web.
11 July 2017. <http://essentialdesign.com/design-thinking-meets-behavioral-science/>.
 Hreha, Jason. "Products As People: Using Psychology to MakeYour Brand Attractive." Behavioral Scientist.
N.p., 22 June 2017.Web. 11 July 2017. <http://behavioralscientist.org/products-people-using-psychology-
make-brand-attractive/>.
 Johnson, Erik. "How Behavioral Science Can Be Good for Business." Behavioral Scientist. N.p., 24 May 2017.
Web. 11 July 2017. <http://behavioralscientist.org/behavioral-science-can-good-business/>.
 Walrack, Jessica. "HowTo EnsureYour Brand HasA Personality." DesignCrowd. N.p., 13 Feb. 2017.Web.
14 July 2017. <https://blog.designcrowd.com/article/973/how-to-ensure-your-brand-has-a-personality>.

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