“League of Legends players and Warcraft players are often at odds with each other. LOL commented that Dota is an outdated game played by mentally retarded people. Dota players also look down on LOL. Comments on LOL It’s a rubbish game, a mind game for elementary school students.”
After seeing posts like this, many people will be surprised to find that players’ enthusiasm for games has been transformed into brand belief. In the eyes of a player who likes “LOL”, insulting LOL is like insulting him. , however in the past “faith” existed only in religion.
Some foreign experts used MRI to scan the brain of a fan and the brain of a Buddhist. The images of the activated areas in their brains were surprisingly the same. The experimental results proved that brand belief is similar to religious beliefs.
Today, people all have their favorite brands, and many people are as loyal to their favorite brands as they are to their beliefs, and regard brand beliefs as part of their personality.
Human beings are the most complex creatures in nature, especially in terms of thought and spirit. However, the way of thinking of the human brain is to try every means to simplify, so humans have imagined the image of the Creator.
Human beings’ fear of death and lack of understanding of natural phenomena have led to the need for human beings to use faith to explain many natural phenomena in order to reduce the uncertainty of human understanding of nature.
With the increase in human social activities, especially the emergence of tribes, nations and countries, maintaining social order and unifying people's thoughts are the main reasons for the long-term existence and development of religion.
How can a company remain invincible in a market full of brands? Only by building a belief system can consumers build brand loyalty to the company.
The belief system can well solve the "uncertainty" in consumers' cognition, help consumers identify products that meet their needs, and reduce consumers' trial and error costs.
The belief system should have an anthropomorphic and personified personality to promote the shaping of the brand image. Through the tonality of the brand, it can attract specific groups of people to like it, in order to leave a deep impression on people.
- Logo symbol, Buddhist symbol swastika;
- Personality image; image of Buddha;
- Cultural connotation, religious culture;
< p> - Brand story, the story of Buddha;- Brand value; Buddhist cause and effect;
- Brand ceremony, Buddhist sacrifice;
1. Brand Logo
Any religious belief has its own specific symbols, such as the Christian cross and the Buddhist swastika. The same is true for brands. First, there must be a brand LOGO in order to leave a deep impression on people. impression.
The "logo" of a corporate brand must be concise and identifiable enough, choose symbols that can represent the brand's personality, and use core patterns and special text shapes to express the brand's special personality.
Otherwise, visual recognition cannot be quickly established in the brain, and a long-term "brand impression" cannot be formed. People inherently rely on "faith" to simplify their uncertainty about the world.
Why? Because human memory is inherently difficult to remember abstract things, brain memory likes to be visualized, and a complex LOGO design cannot achieve this effect at all.
So abstract things like "love" can also be expressed with "diamonds". Once a corporate logo is turned into a belief, it is enough to arouse emotions and immediately arouse people's desire to buy.
2. Brand personality image
In order to shape brand beliefs like a religion, you must also have a character with a brand personality to "endorse" the entire symbol, such as Jesus in Christianity and interpretation in Buddhism. Kamuni is a symbol of personified faith.
Why? Because it is difficult for people to accept the fear that natural phenomena such as death, disease, and disaster bring to people. After actively shaping an omnipotent "god", people will no longer have "uncertainty" when facing natural phenomena.
Whether it is a fictional "god" or a beautification of real-life people, extending the meaning of a "symbol" requires "creating a god." Therefore, to create a "belief system" for the brand, we must first Find something that can endorse the image of "God".
For example, Xiaomi's Lei Jun endorses Xiaomi in the image of its founder, and has won the favor of many rice fans. Another example is the actor Chen Daoming who endorses Lilan business men's wear. He is chic. The elegant temperament is very consistent with the brand's tone of "simple but not simple"
3. The cultural connotation of the brand
Religion has "symbols" and "characters" but also needs to have "symbols". It can represent the cultural connotation of faith. During the development of religion, it continuously absorbs various human thoughts and cultures, and it also affects people's living customs and other aspects.
Religion is also related to politics, philosophy, law, etc. Literature, poetry, architecture, art, painting, sculpture, music, morality and other ideologies penetrate and tolerate each other, gradually forming their own religious culture.
These gradually formed beliefs also condense people's thoughts and wisdom, making people believe in religious culture, not entirely because religious beliefs can bring them more benefits, but because belief can bring them more benefits. Beautiful hope.
Similarly, when people buy products, it may not be because you can provide them with more benefits, but because you can tell them what they believe. Therefore, online writer Mi Meng will be popular among fans So sought after.
For example, Pantene created the idea of ??"confident women who do not accept discrimination and prejudice". Another example is the belief created by the previously popular "Great Annie" that "no matter how much opposition you receive, you must still stick to your dreams."
Conclusion
To learn from religious wisdom to build strong fan faith, companies must first understand why people need faith? Why does a brand need "belief", and then how to build a brand new brand from scratch that is deeply rooted in the hearts of the people.
First of all, you need to build the six elements of belief in order to have the foundation of brand marketing.
- Logo symbol, Buddhist symbol swastika;
- Personality image; image of Buddha;
- Cultural connotation, religious culture;
< p> This article only talks about the first three elements of building faith, and the last three most important elements and methods. Due to space reasons, the next article will explain it in detail.-Brand story, the story of Buddha;
-Brand value; Buddhist cause and effect;
-Brand ceremony, Buddhist sacrifice;
< p> "How brands can learn from religious wisdom and build strong fan beliefs (2)".