The iconic brick that proves that constant re-assessment and sticking to the basics, is key to a long-lasting brand life.
Being a consultant in Customer Experience, I am sensitive to brands that have managed to stay top-of-mind and with equal quality during decades.
One of those brands that all of us know and have at least one box of bricks at home is LEGO®. It is known as a reference in terms of branding, quality, creativity and constant adaptation to an ever-evolving world.
My work consists in assisting companies to create great customer experiences for their customers. This includes aligning people, processes and technology but more importantly always sticking to the company’s vision and strategy to achieve the best experience.
I have always wondered how a brand like LEGO has been evolving to grow even stronger, in a world where digital could be driving the interest of children away from playing with LEGO bricks? In the next lines I will identify some fundamental elements for success.
How is LEGO creating these great customer experiences?
It all started in 1932 in a small town in the middle of Denmark called Billund, where the woodworker Ole Kirk Christiansen created the first wooden toys under the name LEGO® and where the final LEGO brick design,as we know it, was created in 1958.
Since then LEGO mission “The best is only good enough” has been driving all inventions and 
developments of the LEGO Group and Kjeld Kirk Kristiansen, the grandson of Ole Kirk, has passionately brought the LEGO bricks to another level.
All of this alone will not make the brand live and grow to become an iconic brand like the LEGO brand, without passion, integrity and the best understanding of the customers’ needs.
What are the 5 things we can we learn from this iconic brand?
PASSION_ The members of the LEGO Group are passionate about the brand. They take playing and creativity very seriously and by that, the core value and objective of the LEGO brand is safeguarded. They create their story by always looking back to where it all started and are respectful of what the founder would have wanted, at the same time they modernize by closely sticking to their core values.
“Our core values – Imagination, Creativity, Fun, Learning, Caring, and Quality – are important to us not only because they define who we are as a company and what we stand for but also because they guide us in our work towards our ambition of enabling future generations to build a better world.”1
CONSISTANCY_ The LEGO brand and sub-brands are instantly recognizable. All over the world in all languages. This is possible as the brand guidelines are clear, accessible and transparent and most importantly very simple. No complexity or constant changes of the brand, another pillar of a successful brand.
ADAPTATION_ The world is changing and transforming to become more digital. Without questioning, re-assessing and adapting the LEGO brick would have been replaced by yet another video game. The LEGO Group has embraced the changes, managed to adapt, challenged themselves to always go the extra mile to meet their customer’s expectations.
CUSTOMER CENTRICITY_ First of all knowing their customers, not as “simple” customers but as an integral part of the LEGO Community. Children, parents and all LEGO enthusiasts are part of every creation and development process. A new project would never go live if it’s not tested, tested and re-tested by the LEGO Community.
TRANSFORMATION_ Keeping the LEGO brick as the central element and creating new “modern” ways for the LEGO enthusiasts to interact with the brand through, partnerships (Disney™, LEGO® Harry Potter™, Star Wars™…), creating movies where the LEGO Minifigures come alive, LEGOLAND® theme parks to name only those, has kept the LEGO brand present and top-of-mind, avoiding it to become outdated.
As a climax of the brand, the LEGO Group has created the LEGO® House – Home of the Brick™ in the center of the nativetown of the LEGO Group, Billund.
The visit of the LEGO House2,3 is a very enjoyable experience not only as a parent and former child but very much as a Marketing professional that is asked to guide companies in their ways to creating great customer experiences.
This is the proof that if you get into the shoes of your customers, you fully understand their needs, their dreams without losing your identity, you achieve a condensed version of your brand perfection.
Fabienne Heiles – Customer Experience Consultant
This is not a paid advertisement; it is solely my view and analysis taking LEGO as an example for a great customer experience.
1 LEGO company profile 2020_ to be found on the www.lego.com
2 LEGO® House – Home of the Brick™ _ Netflix
3 LEGO® House – Home of the Brick™ _ www.legohouse.com
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