EMBODIED BRANDING- Tapping into the Subconscious
Embodied branding is about creating deep, visceral connections that linger in the mind. Embodied branding reaches the subconscious, where 70% of purchasing decisions are made. By weaving physical, emotional, and sensory experiences into your brand's fabric, you’re able to resonate more authentically and powerfully with your target audience.
HOLISITIC INTEGRATION
Picture this: you're stepping into a gorgeous boutique hotel. The soothing music, the delicate scent in the air, the serene ambiance—all perfectly aligned with the vacation you envisioned. Every detail encompasses the hotel’s promised experience, creating a lasting impression. This is holistic integration, where every touchpoint reflects your brand’s core values, building trust and integrative experience with the brand.
SENSORY ENGAGEMENT
Now, let's talk about engaging the senses, even through digital channels. Take Rituel as an example. Our website was intentionally designed to wrap you in a cocoon of calm with its soothing colors, serene imagery, and gentle music. This creates an experience that is an extension of the physical experience of Rituel online, one that engages your senses (sight + sound) and also soothes energetically. At Rituel, we are known for crafting immersive experiences that leave a lasting and impactful impression, part of how we do this is with sensory engagement online and in person at the retreat.
EMOTIONAL CONNECTION
Beyond visuals and sounds, true branding magic happens when you touch emotions. Embodied branding delves deeper, forging a deep resonance. It’s about creating a sense of belonging, a feeling that your brand understands and shares your audience's aspirations and values.
Consider Rivian, the electric vehicle company. Rivian doesn't just sell trucks; they sell a vision of adventure and sustainability. From their rugged yet sleek design to their community-driven initiatives, every element of Rivian's brand resonates with their audience. They create a world where customers feel part of a greater mission, fostering loyalty and love for the brand. Even their dealership in Venice, CA, doesn’t feel like a regular car dealership. They designed it with community in mind and it includes a coffee shop, lifestyle store, and co-working space. Even the sales reps have a completely different vibe, being laid back and informative, there to educate, creating trust via information and community building rather than going for the hard sell.
AUTHENTICITY & ALIGNMENT
In a world of fleeting trends, authenticity stands out. Embodied branding means your actions, messages, and offerings genuinely reflect your brand’s ethos. This alignment builds trust, as customers see you as genuine and reliable. One fun and interesting note from a Neuroscience perspective is that we can detect on a subconscious level when someone is not selling from an authentic and or honest place, our nervous systems can actually feel it, some people might refer to this as “ a spidey sense” this is your nervous system recognizing inauthenticity or dishonesty.
For example, at Rituel, our commitment to creating integrative healing + immersive experiences isn't just a slogan—it's our guiding principle. Every offering, every piece of content, and every interaction is designed to mirror our dedication to well-being. When your brand lives its values, your audience notices.
EXPERIENTIAL DESIGN
Creating experiences that embody your brand's essence is crucial. Think about an immersive pop-up event that brings your brand to life, or a virtual experience that captivates and engages. These moments allow your audience to live and breathe your brand, making it tangible and memorable.
Rivian excels here too. Their test drive events aren't just about showcasing vehicles; they're about experiencing the adventure lifestyle the brand promotes. From the curated routes to the expert guides, every detail is designed to immerse participants in the Rivian ethos.
IN SUMMARY
Embodied branding is about going inward to connect with your brand’s ethos and outward to understand your audience, then marrying the two in harmony. It taps into the subconscious, creating deep, lasting connections. By engaging the senses, connecting emotionally, and communicating with authenticity, you are able to build a brand that resonates, builds trust, and creates high conversion rates with your target audience.
Soon I will be offering a virtual course on the above, if you’d like to learn more you can do so here.
