...and 6 tips on creating a brand ritual that will stick

A follow up to my previous post (or more accurately part 2 of the same), as it did seem to leave one key question hanging: what is a good ritual? So here are a few thoughts on the kind of ritualistic qualities to look for...

1. Discovered (ideally): this won't always be possible, especially with a new product or brand. But it is just easier to ritualise behaviour that already exists, even if not something everyone does currently (or is even necessarily aware of), than it is to impose something completely new from on high. Ritual is about the people who do it, after all, not the brand itself. So look around: what unexpected and distinctive habits have people already adopted...even if only a minority behaviour? And how could you amplify this (without being seen to take ownership)?
2. Consistent: obvious really, as the whole basis of ritual is something which doesn't change. But this does run counter to a marketing orthodoxy that (quite rightly) places great value on innovation. Which doesn't mean ritual should be boring. But always remember: it isn't there to provide novelty. A ritual that constantly changes is just a succession of gimmicks.
3. Iconic: the best rituals aren't just about personal behaviour: they are about the (public and often famous) trappings and trimmings as well. This iconography and symbolism is often what anchors a ritual in public consciousness: take pouring a pint of Guinness, with the twin stages, the settling to black and white, and the clover leaf on top (in an Irish pub ideally) - all part of what makes drinking Guinness special.
4. Relevant: whether practical or just symbolic, people need to understand why they are doing what they are doing: cider over ice is more refreshing; 5-a-day is good for you. Ritual without purpose or explanation can just seem strange...and no one wants to look equally odd (or stupid) for joining in.
5. Easy: in some contexts, the difficulty of ritual is what's important (The Five Ks of Sikhism for instance). But brands aren't that important to people, and there are always other options. So why create barriers. The more simple and straightforward a ritual is the better: lime in my bottle of lager...why not.
6. Shareable: if a benefit of ritual is a sense of group belonging (and recruitment mechanism to that group), it's not just a matter of ease: people have to be aware of the ritual in the first place. This might involve explicit communication, via advertising or on-pack. But the best rituals are owned by the devotees, and passed on by word-of-mouth or observation. So think how to make your ritual visible, understandable and replicable.

Which is maybe all easier to write about than deliver in practice. But the principles seem relatively clear.

So, to paraphrase Field of Dreams, just remember: if you ritualise it they will stay.