Creating a unique and lasting brand that resonates throughout society is the holy grail of advertising. Tapping into that nebulous mix of timing, attitude, and emotion to both recognize and reflect an ideology is something close to marketing magic.
Only a few companies have succeeded in creating what’s called a “cultural brand.” Even fewer do it well decade after decade. Brands such as Subaru, Starbucks, Apple, and Ben & Jerry’s are a few that come to mind. Each of these companies offers consumers a brand that reflects more than cars, coffee, computers, or ice cream. They were astute enough to recognize (or lucky enough to stumble upon) a shift in society’s norms and position their products as reflective of those changes.
For small-business owners and entrepreneurs, the burning question remains: how can they replicate such success in a world where a clear recipe seems non-existent?
What Is a “Cultural Brand”?
Cultural branding is all about connecting with your target audience’s lifestyles, ideals, and ethos. It’s not just about getting a shoe on someone’s foot or a coffee cup in their hand; it’s about resonating with an individual’s very identity.
While a traditional marketing strategy might zero in on product features or the utility of a service, cultural branding dives deep into the DNA of the brand itself, asking “Who are we, and why should our audience care?” To succeed, a company may promote its core ideology and set of values to help establish a genuine and lasting connection with its target audience. Successful cultural brands often go on to build long-term customer loyalty.
With this context in mind, let’s delve into five principles for building a brand that not only sells but also speaks to the zeitgeist of pop culture and societal trends.
1. Recognize a Disruption in Society
Successful cultural brands often find their footing by recognizing and addressing a significant societal disruption or shift. They tap into the broader narrative, ensuring their brand story aligns with the changing tides of public sentiment.
Take Ben & Jerry’s as an example. When they launched their ice cream in the late 1970s, they entered an already flooded market. But rather than be another ice cream brand, they differentiated themselves by embracing the counterculture ethos of peace, love, and harmony. As political and societal divides grew in the 1980s, Ben and Jerry’s positioned themselves as a brand that championed progressive causes, allowing them to resonate deeply with a segment of society yearning for these ideals to this day.
2. Create a Sense of Community in Consumers
Iconic brands do more than sell products; they build communities. By reflecting societal movements and offering consumers a chance to participate in them, these brands offer entry into a group of like-minded people. Being part of this “club” can provide consumers with a sense of belonging, validation, and identity.
Subaru is a perfect example. Its line of cars and SUVs represent specific lifestyles, not just modes of transportation. Their vehicles often appeal to consumers who prioritize outdoor adventures, safety, and environmental consciousness. Whether or not every Subaru owner embodies these traits is beside the point; what matters is the brand perception and the community feel that the car company fosters.
By reflecting societal movements and offering consumers a chance to participate in them, these brands offer entry into a group of like-minded people.
3. Create an Experience With the Consumer
Cultural brands tend to offer a comprehensive experience for its consumers. This encompasses everything from the product itself to the environment in which it’s enjoyed, making sure that every touchpoint resonates with the brand’s essence.
Companies like Starbucks, for instance, have enriched their products (and expanded their product line) by attending to the in-store environment for its customers. It’s not just about coffee, it’s the entire Starbucks experience: plush seating, curated music, sophisticated décor, and ambient lighting are all meticulously designed to complement the coffee and invite patrons to relax. The environment encourages customers to stay awhile, whether they’re working on their laptops or just enjoying a quiet moment. And that experience isn’t lost when customers leave. It’s become part of the brand itself and is reflected in every mermaid-emblazoned cup we see on the street.
4. Offer Strong Products and Services
While powerful branding can catapult a product into the limelight, maintaining its cultural significance requires genuine quality and utility. No matter how effective a brand story or experience may be, the product or service should be able to stand on its own merits.
Apple’s success in becoming a cultural brand powerhouse grew out of its technology and design innovation that continues to change the world of personal computing, whether that’s a MacBook on your desk, an iPad in your bag, or an iPhone in your pocket. Success wasn’t merely due to clever marketing; it was built on groundbreaking technology and design. This commitment to excellence is a hallmark of brands that stand the test of time. Each of the corporate brands in these examples first brought a high-quality product to market and then created a compelling narrative around it – one that resonates with consumers.
5. Leverage the Support of a Consistent Brand Infrastructure
At the heart of any influential cultural brand lies a consistent infrastructure. This goes beyond the logistics of delivering a product or service. What also matters is the deeper framework that ensures every aspect of the brand, from its story to its community engagement, is delivered reliably and authentically.
Patagonia serves as a key example of this principle in action. Beyond its retail operations, the brand has crafted a reputation for giving back. Customers, in turn, feel that their purchases contribute to these efforts, allowing them to see a reflection of their own values in the company's initiatives. More than philanthropy, this approach helps customers identify with the brand's commitment to positive change.
The Bottom Line
Brands that have become part of our daily landscape broadly embraced and nurtured their relationships with their customers. Whether by luck or by study, these brands offer their customers the right formula of social awareness, community, experience, products, and infrastructure. The result can’t be overstated: the brand enters our cultural lexicon, which nearly self-perpetuates the brand story and pushes it into part of our societal and historical identity. You can’t buy that kind of advertising. And while these examples may have focused on big brand names, even small businesses can attract big attention with the right approach.
A version of this article was originally published on October 28, 2011.
Photo: Getty Images
