The power of rituals
This week we explore how brands can transcend habitual buying by integrating their brand or products into meaningful rituals, thus creating deeper emotional connections and memorable experiences.
Branding Before Breakfast Ep 188 The power of rituals
Good morning. My name is Kiri, I’m the Business Growth Strategist here at Tiny Hunter. And today I want to delve into the world of rituals and branding and talk about how powerful it can be when brands attach themselves to rituals.
Brands have relied on habits and rituals for decades to sustain their growth. We know that we are creatures of habit and will often buy from the same brand over and over again, just because we know what we’re going to get and it requires the least amount of effort. But unlike habits, rituals are repeated behaviours that have meaning behind them and they are performed with intention and more importantly with emotion, which is the really powerful thing about rituals. Think about the last time you were invited to a friend’s house for dinner and you asked, what can I bring? And they said, nothing. And you find yourself bringing a box of Cadbury’s favourite chocolates. Why is that? Well, apart from the fact that they’re almost always on sale, Cadbury’s have intentionally crafted a connection between their chocolates and the universal ritual of gift giving when you don’t know what to bring. This isn’t just smart marketing, it’s a strategic move that embeds Cadbury’s into our social environments. And it transforms a simple action into this memorable ritual that evokes feelings of connection, nostalgia and all these human characteristics that you really want your brand to be associated with. When a brand successfully integrates their product with these rituals, it does so much more than just sell the product. It creates this experience that resonates on a much deeper emotional level. And what that does is it embeds their product into our everyday lives in a really meaningful way.
This week, I want you to think about your own brand. Are there opportunities for your product to be experienced in a much greater way or is there an everyday, simple interaction that you can turn into something that’s much more meaningful and a cherished experience, perhaps? I don’t know.
That’s it from me, it’s time for brekkie.
Written by: Kiri White
Published: June 12, 2024