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In world where everything is changing so quickly, consistency is the king. You know how to operate your Nokia phone; you know how to order a sandwich at Subway and how to navigate your Apple Mac. It has all become a branded routine, which, if changed, is likely to hurt the brand more than if the logo was to disappear. The fact is that more and more brands realize the importance of brand consistency, not only in terms of its graphics, but also in terms of every aspect that represents the brand.
6. Perfection
Google Harley-Davidson on the Internet and you'll find 521 websites dedicated solely to the fine art of how to polish the engine. For most outsiders this would sound rather pedantic but for the true Harley-Davidson fan, this is a must. Perfection is the brand, just as Apple's fine sense for details or Louis Vuitton's extreme focus on quality has made the brands what they are today.
7. Symbols
As the market place becomes more and more crowded simple yet powerful symbols are taking over - a global language - an instant language. Apple was first to designing the famous trash can, and the greeting smiley when the computer was turned on. Every single Apple icons passes the ultimate test of being singularly associated with Apple, even when they stand alone.
8. Mystery
Have heard about KFC's 11 secret spices? What about the secret Coca-Cola recipe? Are these stories true, or not? Regardless of the truth, these are good stories that create mystery, and add yet another dimension to the products.
9. Rituals
If you remove certain rituals from a small group of powerful brands you'll soon notice their power disappearing. Take for example Corona beer and the lime in the bottle neck. How would the Olympic games fare without the flaming torch relay? The fact is not many brands leverage the power of ritual, yet so much of religion's power is based on this very aspect.
10. Sensory appeal
Imagine for a moment walking into a temple, a church, a synagogue or a mosque. Each one offers a unique sensory experience. There is incense and bells, incantations and candles. The world of branding can learn a lot from this. Some brands get it right. A visit to Disneyland can quickly draw you in to another world. As flagship stores become more commonplace, the sensory appeal is becoming more prominent.
Whether we love it, or hate it, the world of branding is becoming increasingly inspired by the world of religion. Religion offer a powerful roadmap for how branding can evolve over the years to come. All it needs to do is look to the ancient ingredients that make up religious followings. In some cases this is so powerful that the brand becomes more than a brand, and it becomes a way of life.
