Creating a real connection with another person can be tricky, so imagine how difficult it is to create a real connection with hundreds and thousands, if not millions of people using a one-size-fits-all method. Although an uphill battle, brands still succeed in creating meaningful connections when they communicate their message using methods that reach into our core so deep that they can’t easily be forgotten. Brands create genuine connections simply by making us feel good.
Several months ago we posted this article that mentioned how one favorite old t-shirt has the power to bring back so many memories. The same can be said for a myriad of other things like gifts, places, people, songs, smells, music, etc. Every single one of these has the ability to remind us of memories, feelings, and circumstances of our past. This phenomenon, known as nostalgia, is one of the most powerful tools brands have at their disposal in creating emotional connections.
Although feeling nostalgic and remembering times in the past might make people feel sad, the surprising truth is that it actually reduces loneliness and gives comfort and optimism and hope for the future. Using elements of nostalgia is not new to branding, but it is increasing at an alarming rate. Take the following three items for example:
Brands returning to their roots from decades past
Many brands are reviving campaigns, logos, and values of the past. In 2013 United revived their “Fly the Friendly Skies” slogan that was so popular in decades past. They have done a great job bringing back the campaign and refreshing it for customers today. Of course it is yet to be determined if bringing back the tagline will make a bit of difference in the long-term, but so far the reception has been positive.
Viral videos
Videos go viral for a reason. We are more likely to share something if we feel an emotional connection with it, whether it be from nostalgia, humor, sadness, inspiration, motivation, etc. The video below posted two weeks ago is the perfect example to show how elements of surprise and nostalgia in a video might motivate us to share it with others.
Sharing nostalgic content
Sharing old stories and pictures is a great way to create or strengthen emotional ties. The increasing use of websites like Buzzfeed with nostalgic based content and increasing use of #TBT (throw back Thursday) are strong indicators that people enjoy nostalgia and it’s not going “out” anytime soon. Brands love sharing memories of the past with their fans knowing how fun it is to look back to see how far they’ve come. Brands can and do use nostalgic elements in a fun way to have their customers view them even more positively than they already do.
Take this infographic from LinkedIn for example:
Elements from the past can be added to almost any venture to create a touch of nostalgia and yet updated for the present. In our industry we create custom apparel and promotional products that are carefully selected and printed with considerable thought as to what logo and message should be delivered. Each of these steps has the possibility to use an element of nostalgia through logo colors, slogans, and images along with which products might refer to something of value and trust from the past. Aside of this, we are well aware and hope the products we create become long-time keepsakes for recipients to remember certain events or stages of life.
Whenever you are struggling to make a connection with another person, company, or audience don’t forget to try using something nostalgic—it just might be the thing that works.