Embracing rituals that matter

Rituals are behavioural routines being performed during product or service interactions. The way we queue up in food courts and boarding of buses are Singaporean's societal rituals. We have rituals of tapping EZ link cards on buses. We also have rituals of blowing out candles on top of Birthday cakes and then making a wish. In fact, no one did explain to me the rationale behind it. Some rituals can be so ingrained in consumers that it has already altered behaviour subconsciously. Let’s take a closer look at some other advantages of doing so.

Reinforces brand promise

Apple invented the click wheel as their de facto iPod navigation. Apple can keep adding new menu functions for new models but this ritual of ‘round the wheel clicking’ remains at the heart of it. It has become an integral part of Apple’s iPod identity. A knock off iPod which tries to copy their product experience will need to try a lot harder to mimic the same product experience. In a way, distinct rituals prevent copying of brand experiences. Ritual sort of adds on an additional experience trademark to products. A brand that innovates in rituals actually gains more in the long run. If properly aligned with the brand promise such as Apple’s design simplicity and intuitiveness, the click wheel ritual further reinforces it.

Successful brands do have a few rituals to compliment their entire brand experience. The McDonald’s value meal arrangement on your tray and their staff asking you about upsizing your meals are all part of McDonald’s brand ritual. If McDonald’s somewhat remove them, the McDonald’s experience may seem somewhat incomplete. Or simply observe how Starbucks train their staff on pronoucing drinks to each other behind the counter when you place an order.

Up play differentiation

Rituals also play an integral role on brand or product differentiation. It can vary according to their variety of products offered. Case in point, Rolls Royce (RR) revived its 20th century rear hinge, coach style doors for their latest Phantom models. Of course, it is a much more advanced version than the past model with on-the-go, self-locking mechanism to prevent ‘suicide door opening’ situations. Coupled with a compelling product story (Phantom’s doors open this way because …) which compliments this vehicle model specific ritual makes the Phantom even more differentiated from other car brands. Phantoms are now known not only for its high quality and price but also for how its door are opened.   

Rituals are not random and should have a specific purpose. Certain rituals can be back sliding agents to brands. Think about the last time you had a confusing experience with a brand. They are evidence of poor ritual planning or none at all. Hence, one of the merits of doing market research or observation studies is to uncover and scrutinise rituals to deliver impactful brand experience.

What are your brand rituals? Do they further add value to the brand? Time to speak to your brand consultant?

Please leave your comments, if any.