Understanding the Essence of a Brand

In her book, Belonging to the Brand, consultant Evelyn Starr defines a brand as “The expectation of what you will get when you interact with an entity based on prior experiences with, and impressions of, that entity.” Ideally, we desire this expectation to be rooted in trust, respect, and even love.

In a world flooded with choices, branding plays a pivotal role. The emotions tied to a brand foster trust and significance, allowing it to stand out amid the chaos. Achieving this connection isn't straightforward, but it’s not solely about financial investment.

The Impact of Emotional Connections

To illustrate the profound effect of emotional ties to a brand, let’s engage in a thought exercise. Picture a Disney hotel built in your city. What would it look like? How would it feel to step inside? What sights, sounds, and scents would greet you?

Now, consider this exercise for other esteemed brands like Apple, Coca-Cola, Nike, or Mercedes-Benz. Envision their hotels. Contrast that with imagining a hotel by United Airlines or your local cellphone provider, Verizon. These companies invest heavily in marketing, yet what do you envision when you think of their hotels? Perhaps feelings of high prices and disappointment.

This illustrates the core of branding: it cultivates a unique expectation and experience that resonates with consumers, transcending the ordinary.

The Disney Experience: A Case Study in Brand Loyalty

The most successful brands cultivate such goodwill that customers often overlook negative experiences, going to great lengths to defend these brands in challenging times. This loyalty resembles a cult-like following, evident with Apple, Coca-Cola, and perhaps most notably, Disney.

A recent article in The New York Times titled “It’s Not Enough to Love Disney. They Want to Live Disney” highlights the increasing number of fans who surround themselves with the Disney experience through home décor. On TikTok, for instance, the hashtag “Disney home décor” boasts over 42 million views, while “Disney home” has amassed more than 275 million. One enthusiast gained over 150,000 followers on Instagram by sharing her Disney-themed room and DIY projects.

A friend even shared her experience attending a Disney-themed wedding, illustrating how deeply the brand has woven itself into the lives of its customers.

Can Any Brand Achieve Such Meaning?

This leads to a challenging question: Can any brand create such an emotional connection? My answer is a resounding "Yes!" Take YETI, for example. Approximately seven years ago, I noticed people sporting hats and shirts emblazoned with the YETI logo. At first glance, it seemed surprising for a cooler brand to garner such attention.

Today, YETI stands as one of the fastest-growing consumer product companies, primarily driven by word-of-mouth marketing. The brand has aligned itself with influencers who promote YETI as the rugged companion for outdoor adventures. This revitalization of a mundane commodity category showcases how a brand can evoke powerful emotions and connections with its audience.

Building Your Own Brand Connection

You don’t need to spend millions on branding over a century like Disney to forge meaningful connections with your customers. In my hometown of Knoxville, TN, there’s a charming ice cream shop called Cruze Farm that has quickly become a beloved local brand.

Founded in 1980 by Earl and Cheri Cruze, the farm initially sold milk before venturing into ice cream. After their daughter Colleen graduated from the University of Tennessee, she helped grow the brand by exploring ways to market excess milk, including a food truck at local farmers' markets.

In 2016, Colleen and her husband Manjit launched the first Cruze Farm ice cream store pop-up, which quickly evolved into a permanent location. Today, they operate several stores across East Tennessee, often drawing long lines while a nearby chain ice cream shop remains empty.

The difference? It’s all in the brand. Cruze Farm shares its family story and fosters a local connection through visual storytelling in its social media presence.

Let’s examine this photo from the company website as a case study in budget-friendly branding genius. Colleen, an MBA graduate, leads a successful business, yet the imagery radiates warmth and authenticity. What feelings does this scene convey? Family, connection, and a sense of tradition.

Knoxville is known as The Scruffy City, which embraces a down-to-earth charm. In this context, the photo perfectly encapsulates a brand deeply rooted in community.

Consider the thoughtfulness that goes into a family photo. Would you choose a setting where you’re barefoot or in front of an unkempt part of your home? Likely not. Yet, this image conveys the emotional expectations tied to the family business.

Consistency in Brand Experience

Everything about Cruze Farm maintains a friendly, genuine vibe, evident in their iconic checkered uniforms:

The joy captured in this image could easily be mistaken for something from Disney, but it originates from Cruze Farm—a family-oriented brand that consistently radiates warmth through every interaction and social media post.

This is a family business that embodies a palpable joy and community connection, contrasting sharply with the impersonal nature of the chain store across the street.

If you can infuse meaning into a simple product like ice cream or rugged coolers, you can do the same for virtually anything!

So, here’s to Disney and the enduring impact of effective brand marketing. Thank you for being the Happiest Place on Earth for a century!

I appreciate your time in reading this! For more insights, check out my top-rated blog, {grow}, and explore my Marketing Companion podcast and keynote speaking page. For updates and insights, connect with me on Twitter at @markwschaefer, see my personal endeavors on Instagram, and discover my RISE community.

Discover how to influence people through effective branding by watching this insightful talk from Rory Sutherland.