what we believe
brands are more than a logo.
The term “brand” is thrown around a lot. Marketers are quick to enforce the brand “rules” but never ask why or think through what the ultimate goal of the brand is. Consistency is important, sure, but this is in service to the brands true power—association.
We see or hear a brand and subconsciously “think” about something. We can even “feel” something. When that something is tied to a need, like “I need refreshment” — your brand can become the associated answer that is top of mind… hmm, a “coke” sure does sound “refreshing.”
Once the association is established, it becomes a truth that drives an individuals decision making. It can even grow beyond just choice making to create brand fans, advocates, and loyalists. So, what’s the best way to establish these brand association? Here’s a hint, it’s more than just putting the logo consistently in the top right corner.
IT TAKES AN emotional connection TO BUILD BRAND loyalty and preference.
Brand association is more likely to be established through an emotional connection, not logic. Humans trust their instincts (it’s what’s kept us alive so long) and an emotional truth will override a factual one.
And of all the emotions we can deliver, joy is one of the most powerful ones. A brand that can make you smile, that doesn’t take itself so seriously, is one the audience can relate to and trust on that emotional level and form a meaningful connection with.
If you look at categories that employee comedy most often, they tend to be those where it’s hard to differentiate between products and services. You don’t remember Geico because of their coverage claim, you remember the funny lizard who did the thing. Being the first brand a customer thinks of in a category is quantifiably more important than whatever your offer is.
Even if THEY MIGHT like your brand, they still don’t like being advertised to.
And why would they? We are essentially interrupting someones nice time to suggest some junk they probably don’t really need. So if we are gonna steal that time from people, the least we can do is leave them with a smile.
Moreover, showing your audience we “get” the exchange that is occurring, shows them your brand respects them and goes a long way to establishing the positive brand trust and connection we want. Going one step farther, brands that acknowledge the absurdity of advertising itself (think Old Spice) can now relate to the audience on their level, with their own perspective.