September 23rd, 2014
Image Credit – High Five Coffee Instagram
Today we continue our five part series on defining what we believe make up the top five principles of having a great brand experience.
Connection is the ability to communicate with your customers and clients on a number of levels. People absorb ideas and meaning in different ways. Some are drawn to the overall experience, some to design, and others to quality of service. Your brand should work to connect with the head and the heart.
CONSIDERATIONS FOR CONNECTION
Pros – This helps your brand to define, sustain, and foster a sense of community with your customers and clients. When they connect with your brand, they are more likely to feel like they align with your values and continue to buy from and support you.
Cons – There is always a danger that this could at some point garner a sense of exclusivity or a kind of cliquishness.
Application – If your brand connection ends up becoming a cliché, you may isolate potential clients, offend people, and end up really hurting your business reputation. When considering this principle, make sure that in connecting with your niché market, you aren’t doing it at the expense of another market.
In 2012 the Dripolator, an Asheville coffee shop owned by Jay Weatherly rebranded to High Five Coffee Bar. The idea for the name came from Jay’s wife Kim in noticing that her friendly husband gave out a lot of high fives through out the course of the day. The overall goal for the rebrand was to connect with their customers by building a tribe or “hive” into their brand and working in characteristics of their existing culture.
READ ADDITIONAL ARTICLES ON PRINCIPLES OF GREAT BRANDING:
- 5 Principles of Great Branding Pt.1: Consistency
- 5 Principles of Great Branding Pt.2: Relevance
- 5 Principles of Great Branding Pt.4: Character
- 5 Principles of Great Branding Pt.5: Great Visual Design
® 2014 All creative content is the copyrighted property of Atlas Branding and may not be duplicated, manipulated or re-produced in any form without Atlas’s pre-approved consent.