Three stripes. A swoosh. A bitten apple. Golden Arches. What comes to mind when you read these words? Let me guess – it was Adidas, Nike, Apple and McDonald’s right? As I sat down in Starbucks for my cuppa, I smiled at the familiar mermaid logo and wondered how brands did it. How do they manage to evoke a feeling of comfort and familiarity with consumers, to such an extent that we don’t even need to hear the brand name to recognise it. This got me really curious so I decided to do some research on it.
Well, look what I found out! It is more than a mere coincidence that we associate those logos with their brands. There is a whole concept to it called brand identity. A strong brand identity consists of a name, logo, a slogan, colours and even a tune or song that people identify with. With all this aspects put together for branding, its’ no wonder they have a lasting impact on our minds! That is why we think of a particular brand when we need to get something. For example, what comes to mind when you want to get a can of soup? Chances are the brand Campbell’s would have come to your mind right?
Ever notice how attached we feel with certain brands? The emotional connection is what they are aiming for with the branding of their product. You can be in a foreign land, feeling lost and confused, but when you see dear old Colonel Sanders of Kentucky Fried Chicken, you feel a sense of comfort knowing that you will be in a familiar environment. You can tuck in to some fried chicken and feel right at home. This is the purpose of their branding – to create a strong emotional bond between the brand and consumer so that they may gain consumer loyalty.
Phew! That’s some pretty technical issues for something that seems so effortless to us. I suppose constantly seeing their advertisements everywhere has made a lasting impression on our minds. I mean, we see them everyday on TV, in newspapers, on billboards and even when we go to the cinema. They keep repeating, and repeating until it’s stuck in our minds forever. Take the Maggi Mee song, for example. ‘Mee Maggi cepat dimasak, sedap dimakan!’ has been playing in my mind since I was a kid! Until now, I can’t get it out of my head. I guess that’s really good branding, huh?
So the next time you find yourself looking at a basset hound and thinking ‘Hush Puppies!’ take some time to reflect on how brands have an impact on you and how it influences your purchasing style.Three stripes. A swoosh. A bitten apple. Golden Arches. What comes to mind when you read these words? Let me guess – it was Adidas, Nike, Apple and McDonald’s right? As I sat down in Starbucks for my cuppa, I smiled at the familiar mermaid logo and wondered how brands did it. How do they manage to evoke a feeling of comfort and familiarity with consumers, to such an extent that we don’t even need to hear the brand name to recognise it. This got me really curious so I decided to do some research on it.
So the next time you find yourself looking at a basset hound and thinking ‘Hush Puppies!’ take some time to reflect on how branding have an impact on you and how it influences your purchasing style.
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