Eric Carle’s unique illustrating style sets his books apart from the rest on children’s bookshelves. His lovable characters in ‘Brown Bear, Brown Bear, What Do You See?’ are certainly no exception. But it is Bill Martin Jr.’s words in the story that can actually teach us quite a bit as business owners.
Brown bear, brown bear, what do you see? I see a red bird looking at me
Red bird, red bird, what do you see? I see a yellow duck looking at me.
Yellow duck, yellow duck, what do you see? I see a blue horse looking at me.
What can we learn from the classic repetitive nature of this beloved children’s book?
Consistency and repetition are crucial as you build your business’ brand.
Parents know that children love repetition. How many times have you found yourself reading the same bedtime story for the 10th night in a row? Re-singing the same silly song 5 times? Have your arms ached from tossing your child into the air when they shout ‘again, again!’ over and over? Children’s authors and songwriters know that children thrive on repetition. Brain-based researchers know this as well. Why do kids love so much of the ‘same’?
Research has shown that children actually learn best through repetition. It solidifies pathways in the brain making it easier for them to make connections. Also, by repeting the same things over and over, children have the opportunity to make small changes and actually end up learning more about the world. Lastly, repetition helps keep kids from forgetting. Singing the same song over and over, helps their brain ensure they’re able to sing all the words each time.
So how do babies brains relate to your business? Simple… Adult brains operate the same way-only a bit slower. If children, whose brains are rapidly developing and making connections learn (and remember) best through repetition, how much more to adults need to hear, see and experience the same things before it ‘sinks in’?
You too can help ensure that your brand is memorable in the minds of your customers through repetition.
Repetition in Your Visual Brand
Use the same fonts, colors and design elements throughout your printed and digital pieces. Repeating the visual look of your brand shows consistency and settles better in the brain of your customer. When they begin to identify with how your brand looks, they will automatically orient their brain to your products or services each time they see a piece of your collateral. This means your customer is wasting less time trying to process what they’re looking at, and spending more time focusing on the message you’re trying to convey.
Repetition in Your Messaging
Repetition is also key in the way you present your company’s message. The idea here is that you repeat your company’s belief, tagline or service enough times that your customer automatically thinks of you when they have a need. (ex: Who would you call to save money on car insurance? Who are you going to call if there’s something strange in the neighborhood (something that don’t look good)?) It’s also important to have consistency with your tone across all your messaging platforms (blogging, emails, answering service, website copy, etc.)
Repetition in Your Company Culture
Your company’s brand is more than just your logo and tagline, though. It seeps into every interaction you have with a customer and how your employees interact with each other as well. Making sure that your company culture actually reflects the message you’re trying to sell gives you an extra boost in authenticity. Customers feel safer with this type of repetition. They know what is coming next and that you’re a company they can trust.
So, the next time you find yourself around a toddler who is clamoring for more, or happen to hear the same song on the radio for the 4th time that day, remember just how powerful repetition can be.