Van Rais + Behavioral Branding

_______

JUST ASK YOURSELF, WHAT IS A NEW QUALITY YOU HAVE NOT HAD BEFORE?

What are new behaviors that make your life better?

What are behavioral brands?

Has a brand fundamentally
transformed your life to the
point that it feels indispensable?

______
Would you miss it if it disappeared?
If your answer is yes, then that brand qualifies as a behavioral brand.

Creating value through behaviors and
actions fosters meaningful
experiences, engagement, and
relationships with customers.

______

For customers, these values are reflected in the behavioral impact brands have on their quality of life
+
For businesses, these behavioral values translate into higher monetization and increased effectiveness.

What defines the
behavior of
behavioral brands?

_______

These are the key characteristics that set BBs apart in the market: their ability to build indispensable relationships at scale.

Relationship
economy
BBs aim to build genuine, human-like relationships with their customers, prioritizing the quality of the relationship over mere economic transactions
+
BBs influence by prioritizing an understanding of their customers' needs and concerns, focusing on psychological processes rather than traditional business logic
+
BBs are useful and provide genuine service, utility, and value to their customers' lives, measured by the new behaviors they inspire and the reliable outcomes they deliver.

Competitive
insulation
BBs live and act on their behavioral values, establishing a strong, distinctive identity that is difficult for competitors to replicate. They prioritize understanding and addressing their customers' needs and concerns, fostering deeper connections and loyalty
+
Understanding consumers at a psychological level enables more targeted and persuasive marketing efforts. This approach creates messages and campaigns that resonate with emotions and cognitive biases, ultimately driving reliable outcomes.

Enhanced
expectations

BBs design products, services, and marketing strategies that align with customers' survival needs and decision-making patterns, leading to higher engagement, satisfaction and experiences
+
Future-focused, BBs helps identify and mitigate risks associated with decision-making, particularly in situations of uncertainty.

BBs examples

_______

ChatGPT. Unlike Google, the relationship is deeply human. It's a personal assistant. It sparked a new relationship, igniting behaviors related to status, safety, progress, connection, and curiosity.

AirBnB. Unlike hotels, is a platform for the shared economy. Scaling new behavioral values at global level. New behavior of relating to strangers with trust and empathy using social norms and social proof to drive brand. Nomadic global living.

Abstract

_______

Behavioral brands create value through their actions, fostering indispensable relationships and engagement with customers. In the eyes of customers, this represents a shift from transactional interactions to genuine, indispensable relationships with businesses. Beyond being useful, engaging, and authentic, behavioral brands create competitive insulation in a fragmented, content-saturated market.

_____________________________________

I'M A DESIGN SCIENTIST

What do I do
and why?

Would you dance
with me?

________
I successfully bring together practices of strategy rigor, high-end visual design with behavioral science process into one system for transformation. Most of my work is in the area of helping people with business and brand. Is this future

I’m:

Hands-on high-end designer

Applying Behavioral Science

Rigorous strategist

I’m not:

Designer science enthusiast

Scientist design theorist

Strategist with BS opinion

Designers, scientists,
and design scientist

______

Designers are critical lateral thinkers, in culture, business and experience. They masters non linear creative discovery process to solve strategic problems with rigorous design.

+

Scientists do research, testing and experimentation to find the ultimate truth in the subject of their expertise where questions are more important than answers. Deep and wide context of research provides rigorous evidence to clear and reliable perspective.

=

I'm a design scientist. I applied a Behavioral Science process to accurately define business and brand problems, by replacing traditional brand value with behavioral values. My process is research based, deep dive root cause analysis of human survival challenges. Results are in design and brand services that are sincere, effective and financially reliable.

I do research and experiments to scale scientific framework in practice. And I use scientific processes to setup behavioral values positioning as reliability brief. Accurately solve problems with design activation and provoking perspective.

Would you dance
with me?

______

I rigorously embrace scientific, evidence based processes in my work. Over the years, I developed a unique perspective and practice around Behavioral Branding. I design like a scientist to be a design scientist. This are a few usable ways to utilize design scientist.

I can create behavioral positioning. Optimization of undervalued assets + additional monetization. I started with research, behavioral journeys for media optimization, testing and measuring for design activation.

I can add new leadership capabilities. Workshops with leaders to integrate behavioral playbook inside of the organization for higher customer engagement / effectiveness. Let's start with behavioral business modeling, to brand ecosystem, testing and measuring for design activation.

I can measuring behavioral positioning. Setting up measurements for behavioral positioning. Use Ai custom tools to identify opportunities for additional behavioral conversion.

Do you consider undervalued
or psychological reasoning
why we what we do
in your strategic creative
brief or design?
______

Common knowledge is a killer of innovation. Logical MBA solutions are a prime suspect in the killing of creativity and innovation. Why? Because when you find a logical solution for your problem it closes doors to any other considerations that might be even more critical to help companies and people to do more in their lives.

Critical thinking is not
enough. Scientific frameworks
and processes are pointers to
reliable, predictable
answers.

_____

Solving business problems including psychological solutions instead of just business MBA logic is a better way. Solving survival human needs with business solutions is a better way. People love behavioral brands because those are better more human. It is an evolutionary way to lead business and it's better way. This is the most economical (cheaper) way to solve problems of business and brand.

Lets move on and don’t look back

_____________________________________

Need branding help?
Join my free master classes.