THOUGHTS
RELIGIONS WERE THE ORIGINAL 'GOING VIRAL' THROUGH WORD OF MOUTH, WITH PEOPLE BECOMING SO EMOTIONALLY INVESTED THAT THEY SPREAD THE MESSAGE FAR AND WIDE.
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RELIGIONS WERE THE ORIGINAL 'GOING VIRAL' THROUGH WORD OF MOUTH, WITH PEOPLE BECOMING SO EMOTIONALLY INVESTED THAT THEY SPREAD THE MESSAGE FAR AND WIDE.
A few words can conjure stories, images and emotions that help drive the perception and recognition of a brand:
Two naked people with an apple (or a fig or a pomegranate), a serpent, a star, three wise men, a cross, and thirteen people sitting around one side of a large table for dinner.
Religious brands are great at telling stories and connecting them with powerful brand symbols.
Can you recognise these brands (yes, they are brands)?:
I expect each one will make you feel a certain way.
All of these symbols are powerful, emotive, and recognisable representatives of their brands. Think of the sounds, the buildings, the clothes, the rituals, the books and stories that go with them. They are shaped by what they do, how they do it, why they existed in the first place (their stories) and how they communicate.
There is a reason why brands often refer to their guidelines as a brand bible.
They are driven by powerful personalities who propel the brand forward. Religions were the original 'going viral' through word of mouth, with people becoming so emotionally invested that they spread the message far and wide.
Does your brand?
Religions have kept followers loyal and engaged for centuries. Here are some key insights brands can use:
Lesson: Religions have a clear purpose and mission that deeply resonate with followers.
Example: Ben & Jerry’s mission is “to make the best ice cream in the nicest possible way.” This strong mission aligns with their values and speaks to their audience, making them more than just an ice cream company.
Lesson: Religions are great at building and nurturing communities through shared experiences in places of worship and prayer.
Example: LEGO is great at building loyal and engaged communities through shared experiences like LEGO conventions, theme parks and being involved in the act of creating and play.
Lesson: Religions use rituals and traditions to create a sense of belonging.
Example: John Lewis hosts annual Christmas adverts that have become a beloved tradition that signals the countdown to Christmas has begun. They have become a part of Christmas itself.
Lesson: Religions use simple, distinctive, easily recognisable symbols to represent complex ideas and evoke strong emotions.
Example: The Nike swoosh is a simple, distinctive symbol that is easily recognisable that evokes a sense of motivation among consumers to 'just do it'.
Lesson: Religions connect on an emotional level, offering comfort, inspiration and a sense of belonging, through stories of helping people who are often ignored or overlooked and feeding the masses rather than the privileged few.
Example: Dove's "Real Beauty" campaign and later ones, connect with a wide audience by appreciating the beauty of real people, offering a refreshing contrast to the traditional portrayals of beauty often seen in the fashion and cosmetics industry.
Lesson: Religions have charismatic leaders who embody their values.
Example: Anita Roddick, the founder of The Body Shop, embodied the brand’s values of ethical consumerism and environmental activism, inspiring both employees and customers. But the list is long, think Henry Ford, Stella McCartney, Richard Branson, Oprah Winfrey…
Branding, much like religion, thrives on the power of storytelling, symbolism, and emotional resonance. It's why they have grown and spread across the world.
Your brand can adopt similar strategies to create a lasting impact:
• Ensure your brand story evokes passion and purpose.
• Make your brand a shared experience and evoke the senses.
• Add rituals and traditions that resonate with your audience.
• Use recognisable, emotive symbols imbued with your purpose.
• Make sure people can describe your brand in a short, easily understood sentence or story.
• Don't be afraid to be a powerful spokesperson for your brand.
By doing this, your brand can inspire a loyal and devoted following that will spread your message.
