One of the meanings we usually use for the word universe is to consider it as everything that encompasses and relates to something, for example, in the universe of games we can put in the same basket technologies, young people, competition and so many other things. And it is exactly the same reasoning when we talk about the universe of a brand: we are basically talking about EVERYTHING that has to do with its personality.
There are many brands that can be used to exemplify this universe, as they are already part of the popular imagination. Who gives you wings and is present in the most extreme sports and leisure activities? Yes, we are sure you got it right.
When building a universe for a brand, the main strategy used is to personify it with humanized characteristics, attributing a way of being, acting, behaving, that is, the brand gains a personality and feelings. Intelligent, maternal, romantic, adventurous, fun… and so on, there are thousands of paths that can be adopted.
But why is this universe ?
It is a very efficient way of america phone number list with the public, of creating an identity with them, of being part of their lives, going far beyond the purchase of the product or service.
Harley Davidson is another great example of an exceptional brand universe, where the values it has built have come to mean a lifestyle for millions of people around the world, far more than the actual buyers of its products. It is a highly desired brand for everything it inspires. Fans even sigh when they hear the exclusive sound of its engine – and this is something that is part of its universe in a spectacular way. An identity, a voice that belongs only to it.
In another article, we talked about the importance
Of humanizing and personifying brands , and it’s worth remembering what Philip Kotler says in Marketing 4.0: “Create that behave like people — approachable lack of knowledge of your target audience friendly, but also vulnerable. Brands must be less intimidating. They must become authentic and honest, admit their flaws, and stop trying to appear perfect.”
And he organizes extremely useful points for building a brand universe through 6 human-centered attributes.
And with what elements and in what way can we build a brand universe?
Smells. Dress style. Verbal and body language. Visual elements. Beliefs. Dreams. But most importantly, these characteristics usa b2b list coherently shape the brand’s identity and positioning, which was on its values, vision, mission and purpose. Let’s remember what this is:
- Purpose: why the company exists.
- Mission: how the company does it and what it delivers.
- Vision: where you want to go.
- Values: how the company acts.
- Positioning: your unique place, how you differentiate yourself.
What you get with a well-built universe: love brand .
A consumer’s love for a brand is priceless. Having someone who defends it, is by it and values it is one of the most innovative marketing objectives.
Companies today know that they don’t just need to sell. They need to have a solid, loyal and trustworthy relationship with their audience to stand out from the huge competition that is being by the digitalization of commerce.