(Source: https://pltfrm.com.cn)
Introduction to Brand Myth-Building
Brand myth-building is the art of creating a compelling narrative that goes beyond the facts and figures of a brand’s history. It’s about crafting a story that captures the imagination of consumers and endures over time. In China, where culture and tradition hold significant sway, brand myths can play a crucial role in shaping consumer perceptions and fostering loyalty.
Historical Roots and Legends
Incorporating historical roots and legends into brand narratives can add depth and allure. Chinese consumers appreciate stories that connect them with the country’s rich past. For example, the traditional Chinese medicine brand Tong Ren Tang weaves tales of ancient remedies and wisdom into its brand myth, enhancing its credibility and appeal.
Cultural Icons and Symbols
Using cultural icons and symbols in brand storytelling can create a strong connection with the audience. Brands can adopt well-known figures or motifs that resonate with Chinese culture. The luxury brand Shang Xia uses elements of Chinese art and design in its products and narratives, crafting a myth that reflects the brand’s commitment to heritage and elegance.
Innovation and Progress
China is a nation that values progress and innovation. Brands can build their myth around a narrative of continuous advancement and future-oriented thinking. Huawei’s brand myth often highlights its role as a pioneer in technology, inspiring a sense of pride and admiration among consumers.
Heroic Figures and Founders
Creating brand myths around heroic figures or founders can humanize a brand and make it more relatable. The story of a brand’s founder or key figures can be a powerful narrative tool. For instance, the story of how the founder of Alibaba, Jack Ma, overcame challenges to build a global e-commerce empire is a central part of the brand’s myth.
Symbolic Rituals and Practices
Incorporating symbolic rituals and practices can add a layer of mystique and tradition to a brand’s myth. These rituals can be part of the brand’s customer experience or internal culture. The tea brand Lu Yu uses the ancient tea ceremony as a symbolic practice in its brand narrative, connecting consumers with the ritualistic aspects of tea drinking.
Future Visions and Aspirations
Brand myths are not just about the past; they can also encompass future visions and aspirations. Brands can craft stories that inspire consumers about what the brand stands for and where it is headed. The electric car brand NIO uses its brand myth to convey a vision of a sustainable future, appealing to consumers’ desires for a cleaner environment.
Community and Shared Values
Brand myths can be used to create a sense of community and shared values among consumers. By crafting narratives that emphasize the brand’s commitment to certain values, brands can foster a loyal following. The outdoor brand Toread emphasizes its dedication to environmental protection and adventure, creating a community of like-minded consumers.
Consistency and Reinforcement
For a brand myth to be effective, it must be consistent and constantly reinforced across all touchpoints. Brands should ensure that their myth is reflected in their advertising, customer service, and product offerings. This consistency helps to solidify the myth in consumers’ minds and build a strong brand identity.
Evolution with Time
While brand myths are enduring, they should also evolve with time to stay relevant. Brands can update their myths to reflect new developments or societal changes. This flexibility helps to keep the brand myth alive and engaging for consumers.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation！
