What can Legoland teach us about branding?
Unlocking the Magic of Branding: 5 Lessons from Legoland
Recently, I visited Legoland Windsor for some much-needed time away from the desk, but my branding instincts tagged along. Turns out, Legoland offers a masterclass in branding at every turn, from the vibrant exterior to the smallest details like adding a Lego-themed sticker to the toilet roll. In this article, we'll unravel the secrets of Legoland's branding success and share invaluable tips for your business success!
1 | Consistency: Building blocks of brand identity
I’m pretty sure the Lego logo and visual brand identity are familiar to most people - The happy sunshine yellow and high-spirited font are easy to recognise within an instance!
This flows right through to the Legoland branding, and it aligns seamlessly. From its vibrant colour palette to its playful font choices, every aspect of Legoland's branding is in alignment.
Plus, you can tell consistency is at the foundation of Legoland's branding strategy. Whether it's the signage, merchandise, or website design, visitors are greeted with a consistent visual language that reinforces the Lego experience.
**Example:** As visitors step through the gates of Legoland, they are greeted by towering Lego sculptures adorned with the iconic red, yellow, and blue hues that are synonymous with the brand (Here’s a pic of me outside the building, doing my research with some helpers! 😉). Even the smallest details, such as staff uniforms and park maps, adhere to the consistent brand identity, creating a cohesive and memorable experience for guests.
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2 | Emotional connection: building bridges across generations
At the heart of Legoland's success lies its ability to create an emotional connection with its audience. By tapping into the universal joy of play and nostalgia for childhood memories, Legoland goes beyond age barriers and creates an interactive experience that resonates with both children and adults alike.
**Example:** Walking through Miniland in the resort, we noticed different generations coming together to admire the detailed created famous landmarks. Whether it was the Taj Mahal or the Statue of Liberty, these miniature creations evoked a sense of wonder and nostalgia, further strengthening an emotional connection with the brand. It’s a great lesson to learn for any business!
3 | Storytelling: building worlds of imagination
One of the best branding lessons Legoland can teach us is that the sense of adventure, creativity and imagination is not just limited to the theme park. With the Legoland playroom, the rides in the theme park, the marketing campaigns, and branded content, Legoland invites visitors to become part of its story, creating memorable experiences that leave a lasting impression.
**Example:** The Legoland Playroom is brilliant! From interactive iPads that let you design your own “live” sea creation to the Lego tables that encourage all aged guests to fully immerse themselves in creating to their imagination content. Every element of the experience is carefully crafted to cater to the visitors, taking the lego brand experience to another level.
4 | Experience-driven branding: building memories that last
At Legoland, the branding isn't just about logos and slogans; it's about creating unforgettable experiences that capture the essence of the brand. Whether it's building your own Lego masterpiece (at the Legoland Playroom) or soaring through the skies on a roller coaster, every moment spent at Legoland reinforces its brand values of creativity, fun, and innovation.
5 | Community engagement: building bonds beyond the bricks
Understanding the power of community is crucial to developing a strong brand. Legoland actively engages with its audience both online and offline. Whether it's hosting special events, interacting on social media, or rewarding loyal visitors with membership perks, Legoland cultivates a sense of belonging among its fans, turning them into brand advocates. We saw this first-hand through conversations with other visitors - some had been there before and spoke very highly of their experience, which encouraged us to look into the experiences even further. Safe to say once you hear a happy successful customer story, it’s so reassuring that you feel like you’ve made the right choice!
**Example:** We just missed the Easter event but heard about the annual Brick-or-Treat Halloween event which invites families to join in the spooky festivities with themed activities, costume contests, and trick-or-treating throughout the park. It made us realise, that by involving the community and existing visitors in these interactive experiences, Legoland strengthens its connection with guests and fosters a sense of camaraderie among fans.
Conclusion
Since visiting and looking back at our experience of Legoland, we're reminded that branding isn't just about logos and colours; it's about creating meaningful connections and unforgettable experiences. So, what did Legoland teach us about branding? It teaches us that by embracing principles such as consistency, emotional connection, storytelling, experience-driven branding, and community engagement, businesses can unlock the magic of branding and leave a lasting impression on their audience.
If you need help with your brand strategy or visual brand identity feel free to get in touch, or take a look at the branding package we offer.