People, especially young people, respond to brand culture. Take Bunnings for example. Bunnings has evolved from a big hardware corporation to a part of Australia’s identity by creating a friendly culture that uses their staff in their ads. The advertising gives you the same experience as in store, creating consistency across the brand. This means people prefer it even though it’s a billion-dollar corporation over say Mitre 10, who speaks about family but then uses a celebrity spokesperson. Mitre 10 contradicts its goal, whereas Bunnings does not.
Bunnings even hits the diversity mark by using their normal staff, allowing them to customise for each viewer. They feel normal, friendly. Talking up the staff to make them feel important in the ads is a benefit because staff go home and boast about how good it is to work there and consumers like to shop at places where staff are happy. Bunnings has become the most trusted brand in Australia because of this humanness.
They have even created an icon in the ordinary sausage sizzle. Mitre 10 does the same sausage sizzles, but most people don’t even notice, let alone talk about it, because Bunnings’ consistent “ordinary human” message influences its consumers. The brand also includes the whole family by using the playground and cafe which appeals to every member of the household. Bunnings feels comfortable for everybody creating a culture. If you want to be a trusted, successful business think about creating a positive brand culture.