If we were to personify a product, we would want it to reflect characteristics we admire in an upstanding person: authenticity, a representation of good values, a clear purpose derived from a clear vision, and a reflection of an attitude toward living life fully. This notion applies to what we refer to as brand emotionalization, or brand staging.

 

In our blogs about holistic branding, we explain the parameters that make up a brand, product, or service, what needs to be considered, and how to implement the associated themes. There are many aspects to consider, which should be applied effectively based on theory.

 

However, the brand scene is more about the visual and communicative level delivered to the customer, the public, or a company. In this respect, we are talking about integration with identification!

 

A brand experience brings pleasure, desire, authenticity, identification, and trust, leading to a dialogue of honesty between the brand and people. This is probably the most important factor and one that is often underestimated or overlooked.

 

Here you must ask yourself how you can motivate, activate, and consolidate – transforming everything in line with the brand, product, or service into a positive sense of community.

 

Essentially, we are talking about differentiation, creating sustainable USPs, and communicating constantly through dialogue. This creates a lasting relationship and can stabilize brand penetration with emotional accents. Clear content leads to a positive sense of community, creating a positive brand experience. All this creates a staging of the senses and direct dialogue with people!

 

Let’s take the logo, the brand steering wheel and the associated DNA – in other words, the heart of the brand or, as the experts say, the brand core – and carefully stage the possible touchpoints of a customer journey in all directions of the analog and digital media world. This is about communicative, visual, and emotional alignment, because the customer must feel comfortable, considered, and honestly included so that they can build a lasting bond with the brand.

 

Let’s come back to the most important factors of a brand’s strengths and necessary parameters, which are:

 

  • Differentiation – only through USP’s can the brand, product, or service sustainably distinguish itself from competitors. In addition to uniqueness, individuality, originality, distinctiveness, security, and trust, harmony must incorporate a sense of the present moment.
  • Penetration – if, in addition to sympathy/empathy, we increase the level of awareness, consolidate recall values, and position ourselves in the TOP mindset, then the cognitive bond with consumers to the brand is created. This brings honesty to life, arouses emotions, and creates brand desirability!
  • Dialogue – in exchange with potential customers, it is important to constantly communicate and transform communication into interactions, which show how successful the dialogue is – in other words, it is tangible. By maintaining a constant communication exchange, we bind ourselves to each other, promote the experience through clear staging, and encourage the urge to belong.
  • Bonding – authentic content and strong enthusiasm promote popularity and acceptance. The WE concept ultimately rounds off the fan world and leads to positive business results.

 

All of this leads to a brand culture, which is of central importance for the positioning, the clear brand statement, and the associated “dress.” The staging leaves the possibilities open in all directions, but the values should always be clear, not jumbled.

 

We find an ideal implementation of brand staging at Apple, where, in addition to formal language, there is a clear choice of words in communication, a self-explanatory way of handling, and, ultimately, emotional desirability. All the events are designed to promote these values and increase brand loyalty. Their work environments and stores are flooded with light and point to generosity, a world of development, and create strong feelings of “being there”!

 

Skillful brand scenery!

It’s essential to note that, in addition to emotional positioning, we also establish an internally anchored brand awareness through consistent brand identification. Only when the circle begins to close will we understand the holistic branding approach and have implemented it in a targeted manner!