How your brand can create greater meaning.

See the opportunities.

In Japan Kit Kats (kitto katsu) can be roughly translated to “you will surely win”. On discovering this Nestlé saw this translation as an opportunity to tie Kit Kats with the Japanese tradition of sending students good luck wishes before their higher-education entrance exams. This tradition has become so widespread that Nestlé has developed specific flavours for the market including Green Tea, Sakura Cherry Blossom and Red Chili.

This act of tying in with local traditions has enabled Nestlé to imbue Kit Kats with greater meaning whilst also benefiting from the reciprocal nature of passing along Kit Kats to a friend.

Truly understand your customer.

At the heart of this is truly understanding your customer through listening and empathy. How could your business help build it’s brand through developing products in this way?

Other ways of building brand meaning.

This includes developing and communicating your values and purpose.  People like to do business with and work for companies they can relate to. Find ways to give your employees, customers, suppliers and other stakeholders more flexibility, autonomy and freedom when dealing with your business. For example, self service functions allow people to feel in control. Involving staff and customers in product/service design increases engagement and the level of emotional investment they have in your company.

Let me know other ways you’ve built more meaning in your business.

Get in touch.

Improveon helps improve brand, team and personal performance. Call or contact David now to find out how Improveon can help you build meaning into your brand.