Why Brands Should Create Rituals
A ritual is a set of actions embedded with symbolism. We engage in rituals to communicate our ideals or beliefs.
Rituals demonstrate our spiritual and emotional make-up and are an integral part of the meta narrative of our lives. Rituals also indicate the social bonds we seek to cultivate for affiliation and approval.
How do rituals play a part in branding? Fortunate is the brand whose mythology has been imbibed by its core consumers. For, there is no greater bond between consumer and brand, than one built on rituals. It implies habit-led, even, involuntary consumption.
Rituals provide a reason for the consumer to revisit the brand experience. Loyalty runs high while the ties between consumer and brand are built into the complex labyrinth of attitudes and beliefs that form the consumer’s mindset.
There is a fusion of sorts, with the consumer shedding inhibitions regarding the brand and accepting it wholeheartedly. This gives the brand an exclusive channel of influence into the consumer’s mind through which messages can be sent and received.
Ritual-bound consumers often come together to form self-governed tribes. These tribes hold quite an influence over the brand becoming conduits for information on revision, improvement and innovation. For brands, they are an ongoing focus group discussion generating powerful insights in addition to being ambassadors for the brand itself.
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Sharjeelmoinuddin