Creating an emotional attachment with your brand

My New Haul Messenger BagI love Haul’s gear. Haul make beautiful bags, iPad covers and Macbook cases predominantly out of recycled vinyl billboards. If you’ve been listening to the Podcast for a while, you may recall we interviewed Haul’s owner, Scott Kilmartin back in Episode 14.

When I heard Haul had released messenger bags, I bought one almost immediately (well in honesty my wife ordered it for me for Christmas but I gave her a big nudge).

It’s a wonderful thing when a brand can do this – create such an emotive connection that I almost don’t even think about the money I’m spending – I must have it… my precious.

Haul has attained my brand loyalty because their brand and product attributes resonate with me.

I like the fact that the products are made out of recycled materials; although I wouldn’t classify myself as a greeny, re-purposing materials that would otherwise end up as land fill is pretty cool.

Each product is unique. We all like to feel a little bit special and owning a one of a kind makes me feel, well, a little bit special. It also means my purchase is quite personal. There is such a wide selection of colours and designs, you invariably find somethings that’s a bit you.

There’s a story behind each design. If you buy your Haul item in-store, you might be able to find out where your bag came from. Mine’s form a billboard that included a picture of the MCG’s grass – knowing that story somehow adds value to me and I enjoy sharing the story with others.

Haul knows how to have fun with their brand. Take Haul’s email signature for example: “Our products are rubbish”. I love that – a brand that knows how to have fun and not take itself too seriously. Then there’s Haul’s mascot, Gus the Boxer, who had his own Facebook Page. Gus was even at Haul’s recent Christmas party, schmoozing with the guests.

This brand loyalty also means I tweet, Facebooks and talk favorably about Haul to others. Much like my love of (almost) everything Apple, I’m a die hard fan of Haul’s stuff – and their ability to turn buyers into fans is really awesome marketing.

Now, who want to buy an old Crumpler bag?

7 thoughts on “Creating an emotional attachment with your brand”

  1. Haul marketing efforts with SBBM worked.
    Just bought a 15” laptop message bag on line after reading Luke’ blog.
    Also remembered the podcast where this brand was featured.
    Like the brand message and the design and look of the product.
    Combined with the above and the excellent web site shopping on line was made easy.

  2. Scott Kilmartin has built HAUL into a truly innovative brand with a very passionate following. I have found that those who by HAUL then go on to tell many others about their purchase, the product and the story behind HAUL and Gus the Boxer.

    My latest HAUL product is their new Panel Van messenger bag made from an old Qantas billboard http://twitpic.com/3h9yok

  3. Hey Luke,

    Love this post right until the second last word.
    We have a staff rule at the House of haul… you can’t use the ‘C’ word lol.

    & Kelly what’s the seeding business all about ?

    I think it’s about time we got the affiliate program up and running.

    Thanks again.

    http://twitter.com/ScottKilmartin

    aka Ringmaster @haul

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