Friday, August 7, 2015
Brands and Belonging
Remember the television show, Cheers? People love to spend time in a place where everyone knows their name. Churches, coffee houses, book groups, country clubs, fraternal organizations, bowling leagues, summer communities - they all create a place where people feel as though they belong. People want to be recognized and understood. They want to hang out with others who know their name, share an interest, share stories and perhaps even share the same view of the world.
Starbucks creates its in-between place where people can relax and get to know one another. I have met several of my friends of many years at Starbucks. Orvis is a place where people who love fly fishing can hang out. The North Face is for the outdoor enthusiast. Robert Graham wants you to join their Collector's Club and Hallmark wants you to join its Hallmark Keepsake Ornament Club. Harley-Davidson owners feel an affinity for one another as do Patagonia and Tesla customers.
Colleges and universities want their graduates to feel a lifelong affinity to their institutions and brands. They go to great lengths to create alumni associations and events.
How is your brand creating a space or platform for people to feel as though they belong and are known?