Kleenex supports us during the tough times. Kodak captures our best moments. Ikea makes us feel at home. These brands encourage us, inspire us, and stand by our side through thick and thin.
To consumers, brands are more than the corporations they represent – they’re family.
In branding, we face the serious responsibility of shaping the positive memories that will stay with people for life. But how do you commit a customer to memory?
As kids we’re active, playful and eager to absorb the world. We love stories, we love adventure, and we love life – unconditionally.
Brands that market to children appeal to their rich imaginations, offering a bright spectrum of colour and possibility. They adopt bold, memorable logos that appeal to both little and adult targets. They offer clues of our potential.
Brands like Lego, Barbie and Matchbox act as treasured friends to children. They inspire creativity, deliver hours of entertainment, and offer companionship on trips – in the car, to the shops, on holiday. They are a fantasy – collected, reinvented over and over again.
In retrospect we look back on these brands with fondness. They made our days fun. They filled us with hope. They represented our limitless possibility.
It’s harder for brands to form lasting memories with teenagers. How do you make a profound connection with a market so notoriously fickle?
Eager to part with juvenile distractions, teens are trapped in the twilight between childhood and adulthood – fledglings beginning to flourish. They’re hormonal, emotional, and ready to start claiming autonomy. But teenage interests are numerous and fleeting. It can be difficult to establish a lasting impact when the temptation of a passing fad is so strong.
Identities like Pandora, Clinique, and PlayStation do so successfully. As quality, yet accessible brands, these companies offer realistic purchases to a younger market eager to begin investing in itself.
Charms accumulated on a wrist symbolise important milestones. A whiff of cologne evokes memories of a first kiss. Escapism emboldens in digital worlds.
They make us feel capable, mature and prematurely grown-up. They sell us confidence, gently bridging the transition to adulthood.
Like any market category, adults fall into various sub-demographics. Despite differing characteristics across the ages, there is consistency in desire: family, money, career.
In favour of investing in ourselves – clothing, beauty and accessories – we begin investing in experience – transport, travel and property. We refresh our memories, turning to brands that seem reliable. Companies trusted by our parents are a sensible go-to – if these brands were there for them, they’ll be there for us.
Because LJ Hooker sold your childhood home with such care and efficiency, you’ll only lease through them. Your father’s love for QANTAS positions the brand as your airline of choice. Your mother drove a Ford that lasted 24 years – and that’s good enough for you.
These companies have supported our families time and again. We’ve shared road trips with Volvo, watched movies with Sony, and started fresh with Dulux. They’ve stood by us for generations. Why break with tradition now?
You’ve come full circle.
Bringing a vulnerable little person into the world has posed an important question. Which brands will you choose to shape their lives?
Will you go back to Hasbro, who kept you entertained for hours? Or Disney, who taught you dreams come true? What about Nerf, who filled your days with action? Or Crayola, who unlocked your creativity? (But also destroyed the living room wall.)
Will they associate the smell of L’air Du Temps and Hugo Boss with their parents? Will they look forward to placing your usual order at Dominos every Sunday? Will they play as the top hat or the thimble during Monopoly? Will they drink Coke or Pepsi?
Will they love your brands the way you love your brands?
Will they remember being happy?
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The brands we choose define the people we become.
They inform our personality, shape our memories, and become our closest friends.
When establishing your brand identity it’s important to be authentic in your intentions. Our conviction in our work has helped us forge lasting relationships with our clients – and we’re pretty intent on doing the same for others.
So, how will your brand be remembered?