If your target audience lacks engagement or community, ritual can answer that need by fulfilling your customers’ natural desire for routine and belonging. Embracing this type of behavior modification will allow you to not only capture their attention but retain it as well.
Ritual comes from an inherent human desire – we’re creatures of habit. We naturally look to routines for stability and simplicity. From an anthropological perspective, rituals are an integral part of the human species. While habits and routines are typically naturally-derived over time, rituals follow patterns of behavior developed by an external source (like a brand or an organization).
Primitive images of sacred, mystical, or religious rituals often come to mind when thinking about this concept. But more “modern” rituals can be just as powerful. Organizations use ritual to build loyalty, conjure a perception of exclusivity or secrecy, and naturally intertwine with the everyday behavior of its members. Rituals are reassuring, giving us a sense of security and belonging.
Brands tap into the power of ritual by leveraging simple behaviors they recognize in their customers. Involving customers physically in the brand experience, helps build loyalty.
The following brands harness ritual in powerful and memorable ways that can be adapted to increase loyalty and engagement for your brand.
Corona and lime is a terrific example of how a brand can use ritual to elicit emotion. The smell of the lime evokes the tropical essence of the beach, reminding consumers to kick back and relax. Even the action of pushing that thin green lime into the golden yellow liquid screams sunshine.
This ritual transcends time, language, and culture. Without speaking a word, consumers acknowledge the “right” way to drink a Corona. This pseudo mutual agreement makes us all feel like “insiders.”
Think about it – you have a very particular way you eat a Kit-Kat bar. Why? Why do we feel so strongly about the correct or incorrect way to eat one of these candy bars? The brand has created a sacred consumption ritual reinforced by catchy ad jingles and clever marketing. They leveraged a simple, inherent behavior they recognized in their customers and made it into a memorable ritual known by all. It’s woven into the collective consciousness of the world – something few brands can lay claim to.
This brand utilizes emotional storytelling as well. Their brand ritual of twisting the top and dipping the cookie into milk could be an individual ritual, but they have shifted the narrative to make the consumption experience an event in itself. Their advertising shows dessert time as a time to connect with family and the ritual experience as a bonding moment between individuals.
It also leans into consumption behavior that already exists. Marketers coined the “twist, lick, dunk,” but customers were already doing this before the ads came on television. The brand harnessed the power of a pre-existing behavior and ritualized it – powerfully bridging the connection between the consumption experience and the brand itself.
Starbucks is the ultimate example of brand ritual playing into human nature. The brand is rooted in emotion and behavior. The brand took the European ritual of drinking coffee and “Americanized” it. Until the conception of the “Third Place,” coffee was always an individual experience. The goal of the “Third Place” was to give consumers somewhere to go besides work and home. The brand created a place for people to gather, chat, read, listen to music, study, and oh, by the way, drink coffee. This collective ritual changed the game.
Not only did Starbucks harness the social routine of the “Third Place,” they also tapped into our desire for individualized rituals. Their drink customization system made customers feel important and in control. In personalizing their experience, they felt involved in the brand in a new way.
All in all, brands embrace human natures and behaviors – giving them purpose and meaning through ritual. Enhancing the brand experience through ritual involves customers, weaves the brand naturally into their lives, and builds an emotional connection.
In order to create a successful brand ritual, you must:
- Modify or take advantage of an existing behavior.
- Tell a story to elicit emotional connections.
- Physically involve the customer through action, smell, movement, etc.
- Personalize the experience.
- Keep it simple and easy to replicate.
- Be natural – don’t force it.
Adapt these lessons for your brand to powerfully engage your audience and foster loyal relationships.