Think of each brand individually. Which one do you feel most positive about? I don’t know about you, but I get better feelings when I think about Coke, Pepsi, and Nike versus Fila, Faygo, and Dr. Pepper.
Of course, not everyone will agree with me on that. However, by and large, more people will than won’t.
It’s due in large part because of branding. Coke, Pepsi, and Nike have spent hundreds of millions, and maybe billions, on making sure their brands get seen in a more positive light than any other.
What do they focus on that makes them so much more powerful than any other company in their market?
Here’s some lessons to learn:
1. They Reflect What Their Target Market Likes Best about Themselves
Think about Nike especially: “Just Do It.” Athletes like to think of themselves as tenacious and competitive. That slogan definitely reflects that attitude. Plus, all the commercials you see feature athletes competing intensely or working out hard.
Coke sells happiness. Who can argue with that? Pepsi has a sweeter flavor and focuses on the younger crowd that likes to think of itself as cool.
When you think of the advertising all these brands do, they perfectly reflect what their markets like best about themselves.
How can your company do that?
2. They Focus on Feelings
We talked about Coke. They sell happiness. When you see a red can, you feel happy and positive. Puts you in a buying mood, doesn’t it?
Pepsi consumers feel young, energetic, and cool. Nike customers feel tough, confident, determined, and unstoppable.
What feelings do your customers want? If you sell furniture, do they like to feel frugal, like they got a good deal? Or, do they like to feel luxurious? Comfortable? Warm and happy with family?
Find out what feelings your customers want and show them how your products and services make them feel that way.
3. Consistently Reinforce Your Brand Everywhere
Your website, your banner ads, your employees, and even you personally, need to emphasize the core values of your brand at all times. Nothing works better in marketing and branding than consistency. When your customers consistently hear what they want to hear, they slowly begin to believe it over time. And that’s what keeps them coming back to you again and again.
If you follow these core principles of branding, you will succeed over the long-term. You’ll have a business that survives, thrives, and dominates the competition.