Body Art Branding

How far are you willing to go to show your dedication to a brand?

Some people have decided to show their dedication by getting their favourite brand’s logo tattooed onto their body.

It was not long ago that tattoos at work were considered taboo especially from an employer’s perspective, and some might still be opposed to ink peeking over an employees’ collar or out of a cuff. But, recently a phenomenon has arisen in which people – employees and customers – are tattooing the logos and slogans of the companies they work for or the brands they love!

The BBC has reported that the phenomenon started when a company manager of Anytime Fitness got a company tattoo on a dare, but was quickly followed by more than 2,000 people around the world who now have the company’s logo tattooed on their body. Now the company encourages people to get tattoos of their logo and to tell them why they decided to get inked and in return the company will reimburse them.

One woman who lost 68kgs at Anytime Fitness got the tattoo because it gave ‘her life back’.

But does encouraging customers and employees to get inked strengthen your brand?

Some say yes! If people feel such as strong connection with your brand that they are willing to permanently mark their body with your logo they are extremely committed to it!

“It demonstrates a real emotional commitment to a brand, and shows how much brands have come into different aspects of our lives – they are no longer just about a product or experience”

– Rebecca Battman

Id this the ultimate Lovemark? Kevin Roberts of Saatchi & Saatchi, believes that what distinguishes brands is the love that consumers feel towards that brand and the products it produces. Consumers are more likely to use a brand they feel they have an emotional connection with, otherwise known as a Lovemark. If consumers show off their relationship with a brand though branding their own body, surely this will leave a lasting impression on other potential consumers of the brand and work as publicity. It will make others consider what is so special about the brand and leave them wanting to experience the same relationship.

The QRi Team x