Do you know what brand ritual behavior is?

Brand ritual behavior is very important in the brand marketing process. This article will explain what brand ritual behavior is, why, and how to do it, and discuss it in depth with actual successful cases. Let’s take a look!

1. What is brand ritual behavior?

Brand ritual behavior is a ritualized interactive behavior between a brand and its consumers. It incorporates the brand’s values ​​and culture and aims to enhance consumers’ awareness and impression of the brand, or to increase consumers’ loyalty and sense of value.

Here are some common brand ritual behaviors:

(1) Launching Ceremony

At important moments such as brand launches and product launches, brands will hold launch ceremonies to celebrate the moment through specific ceremonies and activities. For example, when some car brands release new products, they will hold launch ceremonies at dealerships around the world, using fireworks shows, music performances, and other forms to attract consumers' attention and participation.

(2) Member activities

Brands will hold various activities for members, such as new product trials, special offers, member days, etc., to enhance members' sense of belonging and loyalty. For example, some high-end brands will provide members with exclusive shopping experiences, such as private shopping guides, exclusive discounts, etc., so that members can feel the uniqueness and value of the brand.

(3) Festival Marketing

During certain holidays or anniversaries, brands will launch corresponding marketing activities, such as Christmas, Valentine's Day, and anniversaries, to attract consumers' attention and purchases. For example, some clothing brands will launch limited-time discount activities during Christmas to attract consumers' desire to buy.

(4) Press Conference

Brands will hold various press conferences, such as new product launches, strategic cooperation press conferences, etc., to show the latest developments and achievements of the brand to the media and consumers. For example, some technology brands will showcase the latest technology and product innovations at new product launches to attract the attention of the media and consumers.

(5) Charity activities

Brands will actively participate in public welfare activities, such as environmental protection activities and charitable donations, to demonstrate corporate social responsibility and values. For example, some fast-moving consumer goods brands will participate in environmental protection activities and encourage consumers to reduce the use of plastic to protect the environment.

In addition to these large-scale ritual behaviors, brands can also create some small ritual behaviors and use them in daily brand marketing to strengthen consumers' impression and recognition of the brand. For example:

(1) Shake before drinking

This is a classic brand ritual behavior of Nongfu Orchard. With the slogan "Shake before drinking", Nongfu Orchard became popular. This slogan aims to make the pulp and juice fully blend together, so that the taste is better when drinking. If the pulp and juice are fully blended before shaking, then "shaking" will lose its necessity and the basis for punishment will no longer exist.

(2) Twist, lick, and soak

This is the classic ritual behavior of Oreo cookies. After opening the cookie package, consumers need to "twist" to separate the cookies, then "lick" the chocolate layer, and finally "dip" milk or tea to enjoy. This ritual behavior not only increases the uniqueness and fun of the product, but also deepens the connection between consumers and the brand.

(3) Pull-top design

The pull-top design of Tuborg beer is also a brand ritual behavior. This design is not only convenient for consumers to open the beer, but also has a unique aesthetic and ritual sense. Through the pull-top design, Tuborg beer conveys its young, fashionable and free brand image.

(4) Special drinking ritual

The special drinking ritual of Corona beer is also a brand ritual behavior. When consumers drink Corona beer, they need to put lemon slices on the mouth of the beer bottle, which not only increases the taste and flavor of the beer, but also provides consumers with a unique drinking experience.

2. What is the use of brand ritual behavior for brand marketing?

Brand ritual behaviors play multiple roles in brand marketing.

First , it helps to enhance brand image and recognition. Through unique ritual behaviors, brands are able to attract consumers' attention and leave a deep impression in their minds. This helps to increase brand awareness and reputation, making the brand stand out in a highly competitive market.

Secondly , brand ritual behavior can enhance brand loyalty and sense of value. By establishing an emotional connection with consumers, brand ritual behavior can enhance consumer loyalty and willingness to buy. When consumers feel the uniqueness and value of a brand, they are more likely to become loyal fans of the brand and are willing to pay more for the brand's products or services.

In addition , brand ritual behaviors also help create brand differentiation and competitive advantage. Through unique ritual behaviors, brands are able to differentiate themselves from other brands and form unique competitive advantages. This helps brands stand out in the market and attract more consumers' attention and purchases.

At the same time , brand ritual behavior can also promote consumer participation and interaction. By interacting and participating with consumers, brands can strengthen their connection with consumers and improve consumer satisfaction and loyalty. Consumers are more likely to become loyal fans of the brand and are willing to pay more for the brand's products or services.

Finally , brand ritual behavior can also convey the brand's social responsibility and values. By participating in public welfare activities or demonstrating corporate social responsibility, brands can enhance consumers' trust and recognition of the brand. This helps to improve the brand's reputation and image, making consumers more willing to choose and support the brand.

3. What should we pay attention to when practicing brand ritual behaviors?

Brand ritual behavior is an effective brand marketing tool that can help brands establish emotional connections with consumers and improve brand loyalty and value. When conducting or carrying out brand ritual behavior, it is necessary to focus on creative uniqueness, consider consumer needs, pay attention to details, maintain consistency, and arrange time and budget reasonably to enhance brand image and loyalty.

• Clarify brand goals: First, you need to clarify the brand's goals and positioning, and ensure that the ritual behavior is consistent with the brand's core values ​​and goals. This can avoid deviations in practice and affect the effect.
• Creativity and uniqueness: The ritual behavior needs to be creative and unique, avoiding being similar to other brands’ ritual behaviors, so as to stand out in the market. Unique creativity can attract consumers’ attention and leave a deep impression.
• Consider consumer needs: Ritual behaviors need to take into account consumer needs and preferences in order to attract consumer attention and participation. Understanding and meeting consumer needs can increase consumer satisfaction and loyalty.
• Pay attention to details: Ritual behavior requires attention to details, from the layout of the venue, process design to the words and deeds of the participants, all need to reflect the brand's image and values. Details determine success or failure, and only when every link is in place can the overall effect be maximized.
• Maintain consistency: Brand ritual behaviors need to be consistent to avoid inconsistencies or inconsistencies that can affect brand image and consumer trust. Maintaining consistency can strengthen consumer trust and loyalty to the brand.
• Reasonable arrangement of time and budget: Ritual activities need to arrange time and budget reasonably to ensure the smooth progress of the activities and maximize the effect. Reasonable arrangement of time and budget can ensure the smooth progress of the activities and achieve the expected results.

In summary, brand ritual behavior is one of the important strategies of brand marketing. Through unique ritual behavior, brands can attract consumers' attention, establish emotional connections with them, and improve brand loyalty and sense of value. At the same time, brand ritual behavior can also create brand differentiation and competitive advantages, promote consumer participation and interaction, and convey the brand's social responsibility and values.

In practice, it is necessary to clarify brand goals, creative uniqueness, consider consumer needs, pay attention to details and consistency, and arrange time and budget reasonably. Only in this way can the effectiveness and sustainability of brand ritual behavior be ensured, and long-term value and returns be brought to brand marketing.

Author: Chen Hao; WeChat public account: Brand Market Relativity (ID: Brand-Marketing)