Brand Culture- What is it and how do you develop it for your own brand? This is the third instalment in our six part series on Kapferer’s Brand Identity a “how to” on using all 6 different facets of The Brand Prism to build effective branding photography. So far we have looked at Brand Personality and Brand Physique. Today we are looking at how a Brand Culture impacts potential buyers.
Simply put, Brand Culture is the outworking of your brand's values. Brand Personality is the singular characteristic of a brand, whereas Brand Culture is the corporate outworking of those brand values. A great example of this would be the energy drink Red Bull’s brand. Red Bull’s brand personality is extreme, outgoing, and cutting edge. From these internal brand values they have built a Brand Culture of pushing limits. When we think of Red Bull we think of a group of people who love extreme sports and spend their weekends mountain bike riding at break neck speeds through the bush. The culture around the brand is one of pushing extreme limits and living hard.
When a business develops a strong Brand Culture they are able to achieve two very important task. The first is, they are able to attract the clients who hold similar values and desires, and are more likely to be the most qualified as potential clients. However, more importantly, a strong Brand Culture is able to repel those who aren’t their target market. It seems counter intuitive to try to repel potential buyers, however in marketing we can spend massive amounts of time and money on leads that will never buy. A Brand Culture helps us to invest in a more strategic way.
Imagine if Red Bull didn’t have a strong Brand Culture and they spent countless amounts of expensive marketing minutes trying to get mums to buy their product for their small children. They might get a very small percentage of that market over the line, but they would miss out on the market that is better aligned with their Brand Personality. They would also forever be fighting against a dissonance between the values of the buyers who aren’t in alignment with Red Bull’s Brand Values and Personality. More than likely they would find themselves constantly putting out fires and dealing with conflict from unhappy customers who don’t share similar values. In contrast, by having a strong Brand Culture, they are immensely appealing to those who align with their Brand Personality and they save themselves time, money and heartache by going unnoticed by those who aren’t.
Here at Life as Art we think about the Brand Culture that you are trying to create or maintain for your brand. By crafting visual storytelling that exemplifies your Brand Culture we help you to better qualify your potential market. Imagery that aligns with your Brand Culture will be naturally appealing to those who want to align themselves with that culture. If your Brand Culture is a culture of inclusion and empathy, then the imagery of your staff and premises should reflect that. However, if your Brand Culture is one of fast paced, cutting edge ideas then the visual imagery needs to align with those characteristics. The more crystal clear your branding imagery is the better you will be able to attract and maintain the interest of your tribe.
In our next blog post we will talk about the facet of the brand prism called RELATIONSHIP. Brand Relationship is the relationship between consumers and your brand. We will discuss in detail about what Brand Relationship is and how to build a strong Brand Relationship with your customers.
At Life as Art we believe that well developed visual storytelling is the content that can turn lookers into buyers. If you would like to build a visual story for your brand that represents your Brand Culture, please give us a ring or fill out our contact form. We connect the branding dots so you can reveal your brand picture to the world!
At Life as Art our mission is to captures the essence of our clients through artistic and emotionally engaging visual storytelling. Through this process they find an authentic view of who they are, and replace the stereotypes of how they think they should be.