I was lucky enough to have a wonderful vacation with my family last week. For my first time, and my kids’ as well, we went to Walt Disney World in Florida. It was an amazing trip, and so much fun, even for my wife and me.
There is maybe no better case study for branding than Disney. But while on our trip, I realized something kind of surprising – and obvious.
Disney is a magical place. However, everybody is not always happy, kids are whiny sometimes, and there is an occasional complaint about lines. Shocking, right?
What is so powerful and magical about Disney (and their brand) is that EVERYBODY decides to just let it go. Kids still cry and throw fits, but within minutes they’re over. Parents still get frustrated, but they all seem to say “I’m not letting this ruin our time at Disney.”
Disney marketers create an environment of magic, they tell everybody it’s magical, the word magic is everywhere…and people believe in the magic, even when normal frustrations arise.
Now, not that the typical AEC firm has to be magical, but you do have to be something. Whatever your “something” is, to be well branded, it has to be a part of every aspect of your firm’s culture, communications, graphic identity, recruitment, project delivery and more. The only way your clients will believe your brand, is if you and every member of your team believe it.