The Magic of Brand Building: Wonderful World of Disney
“A strong brand is something that creates almost a chemical reaction in someone as soon as they hear that name or that brand name” – Bob Iger. Bob Iger, CEO of Walt Disney Company, understands the brand loyalty and brand building that Disney has achieved. Valued at $160 Billion, Disney is the largest independent media company in the world, driving consumption from millions worldwide.
To many, if you say ‘Disney’, they know exactly what it is. A recognizable brand often stirs an emotional response, either because a person has used the brand in some way or because it has significantly impacted their life.
A strong brand resonates with people and is immediately identifiable in terms of its qualities, attributes, values, and what it stands for. Building a brand that resonates with people in such a positive light is an entirely different task and Disney has written the storybook for making magic happen.
A Story Before a Product
Unlike so many other companies, Disney starts with a story before focusing their attention on products. As they develop these stories, the focus builds around inspiring and motivating, while capturing hearts and engaging consumers to become emotionally invested. This storytelling approach is a powerful form of brand building. From the stories and characters, come merchandise, rides, shows, and soundtracks.
As we have seen with many marketing strategies, when you repeatedly deliver an experience for an audience, the brand can immerse them and inspire people through future generations.
To apply this strategy to other companies, imagine your products as central characters in an overarching narrative. Your employees would embody and drive the storyline. Your advertising campaigns would serve as direct extensions of this story. Essentially, every aspect of your company would be reimagined through the lens of your brand’s epic tale.
Loyalty is Forever
Disney believes that by connecting with people from a young age and being associated with many of their cherished memories, they can become an integral part of their lives.
By continually delivering on their brand promise to bring happiness and joy to life with values like quality, creativity, and curiosity, trust and loyalty are maintained and passed down through generations.
People want to pass down the wonderful memories and feelings they have experienced to a new generation. This helps Disney both with customer retention and free marketing as their stories and products become part of childhood and culture, without having to sacrifice additional advertising dollars.
Understand your Audience
Living up to expectations and making sure you deliver a quality experience is an integral part of making customers happy, and this is how Disney sets itself apart from their competition.
They have defined the journey for each customer and know that no two are alike. Culture, experiences, and ethnicity all provide different paths for true enjoyment from a customer. Navigating these audiences while still staying true to the company values allows the company to adapt and stay committed to success.
Final Thoughts
Walt Disney started it all 100 years ago with a dream and a mouse but because the company has maintained its value with the drive to innovate and evolve, they have been a powerhouse brand of success.
At Modus Direct, we make magic happen every day. We carefully assess and understand all aspects of marketing your brand, while still making sure to tell a strong story. We aim to be a supportive partner to our clients while trying to make their dreams come true.
