Ever notice how people like the sense of belonging to an exclusive group? It offers a sense of security and comfort which can
create a sense of mission. We can think of Harley Davidson, Apple, and fans of music rock groups. Other examples
include an exclusive offer to join the millionaire’s poker club at Harrah’s in Las Vegas; at DuckBrand, loyal fans can join the “Duck
Tape Club” and share their stories of DuckTape innovations and fun adventures.
What lessons can we take to make our branding
and marketing more effective?
By knowing your target audience, its needs and wants, develop your brand to engage as much of the
human senses as possible. Brands can develop a higher appeal and bond us emotionally when we can identify with them. Personalizing
your brands with a mascot can add depth, character, and appeal to our childhood imaginations. We prefer to buy from someone
we like and we all like the duck at AFLAC, Snoopy at MetLife, Mickey Mouse, and all the others. By nature people are tribal
and want to belong to the community. Like the “Duck Tape Club” think of ways for your fans to become involved with a brand that
is surprising, exciting, and engaging.
Here are a few other take-aways to build your brand.
Using Neuro-marketing in your
Branding
· Clearly define your key target audiences and learn about them and their
lives.
· Engage as many of the human senses in your brand to stimulate both the areas
of thought and emotions together.
· Make your brand personal and engaging. Give it a story and a personality that your target audience can identify.
· For a
significant product launch consider using a Neuro-marketing agency for accurate responses.
· Consider the way your brand will invoke past associations to common human experiences.
· Create unique experiences, somewhat based on your products and services, that let people experience your brand as often as possible,
throughout their lives. These experiences should also be accompanied with branded visuals, descriptive vocabulary and cool memorabilia.
· Your messaging and branding go hand in hand. Let your words create images and stories
in people’s minds.
· Use the Power of WOW. Surprise is a story-inspiring emotion. It
demands to be shared. How could you add surprise to your marketing mix?
Branding and Communications
· Keep your messaging simple and deliver a vision for an extraordinary experience that would make people believe in the magic.
· Clearly determine your brand experience. Is it bringing magic into people’s lives? It must have emotion and feeling!
· Remember the essence of a brand, especially a corporate brand, is the communication of the company's positive and unique attributes
expressed through the company's" personality" to significant stakeholders.
· Messaging
- using words and graphics and any other sensory stimuli available - is the verb used to convey the action of developing the integrated
communication of brand. It is also the process of crystallizing the essence of the brand, of developing the "brand story" and expressing
it uniquely
· People want to escape and find happiness. Disney offers a journey
into the imagination of children turned real. They pay close attention to details and ensure the brand experience will exceed
most expectations.
Sometimes it pays to be a duck or even a mouse!