Branding has evolved drastically—it has gone far beyond developing a logo for a product.
Looking at a brand as more than a commercial subject that has its own motives and strength points, has led us to think twice about the space the brand can fill in our daily lives. Brands today are there from the moment we wake up in the morning with our phones in our hands, until we go to sleep at night.
There is nothing more important than reminders of ourselves and the values that give better meaning to our lives. They are there in every single detail around us.
For example, Disney is more than animation and cartoons; it is a unique experience for a family. It offers a barrage of feelings, stories and dreams through skillful framing from a movie to a toy, or everything in between, exceeding the limits of different cultures, languages and races. What is the secret behind Disney’s profound presence in children’s hearts? It is selling dreams through stories that carry values in astonishing detail.
Consumers buy out of emotional motives more than rational ones. Companies know how to use this by applying different inducements. Companies such as Nike and Apple know their “why” very well.
There is a gap that we need to contemplate between what is being offered and the emotional purchase drivers for the consumer, and what can be added to the brand to humanize it more, which leads to bigger effects on shaping mass behavior.
A brand is capable of embodying values, however centering this around the ego changes people from social elements to consuming units. What we need is more humanization, interaction and production between the people and the brand.
Companies today are creating services and products while depending on specific features like quality, price or place. Also, they can depend on reputation or networking. Depending on this blend does not lead to continuation, and even if it does, it may not lead to business expansion or creativity, especially when competing with various other choices.
When compared to many competitors in the market, products and services need to power-up with values that will raise the sense of humanization and the emotional extension—by doing this the company becomes a brand.
For example, UTEC in Peru has introduced a creative service with a great impact. It introduced a billboard that generates fresh water from thin air and provides the inhabitants of the surrounding area with 26 liters of fresh water per day.
Rethinking brands to change consumers’ perceptions in themselves and their lives creates more humanization and can lead to greater success
Jaafar Hamza is the Creative Manager at BOXOBIA.