What criteria are used to assess the quality and value of a brand? We often evaluate with our eyes first, giving priority to appearance, to the visual. It is not for nothing that they say “The eye is the first judge”. From my point of view, this is a mistake because we miss out on many opportunities. My recommendation: Let's give all senses a chance. We have five, not just one.
We at Bergwerk are aware of this every day. We don't just reduce brand work to appearance. Many customers are initially irritated when I ask them: What does your company smell like? What does it taste like? The reaction shows me that brand managers and entrepreneurs don't ask themselves this question in this way. They are often unable to answer them at first. This is followed by a pause for thought – and the associations start. It smells like a new car, i.e. technically with a fresh, dynamic touch. Or: It tastes like a fine Asian meal, seasoned in a balanced way to appeal to the entire spectrum of tastes.
The whole ego of your company
I also often get astonished when I ask, “Go around your company blindly, i.e. with your eyes closed.” This is usually followed by a smile. It shows me that my counterpart has understood the meaning of my request. Have you tried it before? You'll be amazed at what you'll see and discover, feel, hear, smell and perhaps even taste. Our senses are wonderful antennas that introduce you to completely new facets of your business. This is the only way to get to know his full self, which should be the basis for your brand work.
Of course, your customers also use all their senses to check whether a brand promise is being fulfilled. In this FOKUS MARKE, we have an interview with star chef and entrepreneur Alexander Herrmann.
His brand work is his dishes, and they must be immediately and always convincing. Or let's look at the showrooms in upscale retail. The sensory appeal offered here goes far beyond the visual. In both cases, the brand tells a story of the senses. When a customer notices this and says “They have good taste”, the brand work has achieved a great deal.
Sense, brand imagery, meaning
Every brand, every product should first and foremost make sense. It is the task of brand managers and the supervising brand agency to work out the imagery of a brand and to convey it to the customer. We embark on customer journeys and use personas to better understand our target groups and their motives. All of these methods are well known – and yet we often block out some of our senses, which we then lack when approaching customers. When we use the VAKOG model in brand work, we appeal to all senses: visual, auditory, kinesthetic, olfactory, gustative. Because you don't awaken desire with a sense alone.
We at Bergwerk – and I personally – always ask about the sensory language of a brand. It's not storytelling. It's about developing an understandable message for a wonderful and beautiful brand that creates a lot of meaningful and meaningful things for people. With employees, customers and partners – and ideally for society. That's why we go to our clients' companies and talk to as many people as possible in person. We want to experience the corporate culture, absorb the “barn smell”. We open all our senses to understand what makes this company, what makes this brand special. Only with this understanding can we carry out brand work at the level that meets our requirements.
This text was translated automatically.
