Read the mission statement of Harley Davidson, the motorcycle company.
“We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments.”
Harley Davidson is a strong brand. Why? Because of the emotion and imagery it evokes.
Say “Harley Davidson” and what do you see?
The quintessential motorcycle and some cool dudes.
Say Harley Davidson and what do you hear?
Say Harley Davidson and what do you smell?
A mixture of burning gasoline and oil – and leather.
Say “Harley Davidson” and what do you feel?
Depending on your perspective you will feel different emotions.
If you are not a motorcyclist you might feel fear, disgust or curiosity.
If you are a motorcyclist and you own a Harley you might feel pride.
If you are a motorcyclist and you do not own a Harley you might feel respect or envy.
Branding is about tugging at your senses. Harley Davidson is a powerful brand because it grabs the senses and evokes strong emotions. That is what a strong brand does. It had nothing to do with the logo, fonts and pantone colors. Yet that is what many advertising agencies and marketing minions waste their time on.
Branding is about evoking emotion. No other motorcycle evokes the emotion that Harley Davidson does. That is the power of branding.
Branding is about building emotional wants that triumph over petty logic.
Branding is about wants.
Branding is about making you doing illogical things.
No one needs a Harley Davidson motorcycle – but many want it.
Is your brand as strong as Harley Davidson? And what are you going to do about that/