There are only a handful of brands that are truly interesting and memorable. Most businesses – large or small – are so wrapped up in the practicalities of doing whatever it is they do that they forget about the way that consumers view them. Branding is about far more than creative ad campaigns and fancy logos, and the most successful companies understand this. So, what is the secret to building a successful brand? Here are a few patterns that the best brands in the world all follow.
Keep it Simple
Think about some of the most memorable brands from the best few years:
- Konica – “Colors are Calling You”
- Coca Cola’s “Diet Coke Break”, or “Always Coca Cola”.
- KFC is “Finger lickin’ good”
- Nike – “Just Do It”
All of the above slogans are short, snappy, and give an impression of what the brand is about. There is room for complex mission statements, but save those for your employees. Give consumers something easy to remember, and powerful.
Take Pride in Who You Are
No-one likes dealing with a faceless corporation. Take pride in who you are, and make sure that all of your employees do the same. Consider having your employees wear name badges so that customers know who they’re talking to and can request the same staff member each time they visit if they have a complex order.
Name badges make your employees feel like part of a team and they add some accountability to everything that goes on in your store or office. Even if customers don’t make a note of exactly who they speak to, they’ll still feel more comfortable because they feel like they “know” who served them.
Stand for Something
The best brands are ones that are consistent. Some companies specialize in no-frills service – they’re cheap and dependable. Other companies cater to the higher end of the market or focus on providing green and ethical products. Pick a niche and consistently cater to it.
Don’t try to chase a huge range of different customers – doing that will alienate your existing customer base and you’ll end up with fewer customers overall. If you specialize in green products, make everything eco-friendly. If you cater to the enthusiast market, don’t do an about-face and sell something ultra-budget that the enthusiasts would never want. Over time, people come to trust your brand name. Make sure that people can buy based on brand alone and be confident they’ll get what they want.
Have a Clear Motivation
Instead of being a brand that makes one product, try to be a brand that has a goal. The Innocent Drinks Company started out making drinks, but now they have a range of veg pots too. They aren’t a company that makes drinks out of freshly squeezed fruits, and adds no artificial colors, flavorings or preservatives – they’re a company that makes ethical, fresh and nutritious food, full stop.
Because they make more than one product, they’re in a better financial position and they have managed to raise awareness of their brand. Consumers know that every product with the Innocent logo on it will contain exactly what is described on the packet – nothing more, nothing less. That’s a sign of a healthy brand.
Written by Gozde Kar for Name Badges International: Producers of professionalized name badges.