Do you want to take your business from just getting by and transform it into a successful and thriving brand? It may seem overwhelming, but it doesn’t have to be. With the right strategy and implementation plan in place, you can create a great brand that captivates the attention of your current and potential customers.
5 Steps Needed for a Great Brand
1. Have a compelling vision
A great brand must have a clear and compelling vision that resonates with customers, one that defines its purpose, values, and goals. A well-defined brand vision inspires employees, attracts customers, and creates a sense of direction for the organization.
Nike – “To bring inspiration and innovation to every athlete in the world.”
Nike’s brand vision is focused on inspiring athletes worldwide. The company has a long history of creating innovative athletic products that push the limits of human performance. This vision has allowed Nike to become one of the world’s most recognizable and respected brands.
Apple – “To make a contribution to the world by making tools for the mind that advance humankind.”
Apple’s brand vision is focused on creating tools that help people improve their lives. The company has a reputation for creating beautifully designed, user-friendly products that are intuitive and easy to use. This vision has allowed Apple to become one of the most profitable companies in the world.
Coca-Cola – “To refresh the world in mind, body and spirit.”
Coca-Cola’s brand vision has a long history of creating iconic advertising campaigns that evoke feelings of happiness, joy, and refreshment. This vision has allowed Coca-Cola to become one of the world’s most beloved and recognizable brands.
In each of these examples, the brand vision is clear, compelling, and focused on making a positive impact on people’s lives.
2. Use clear and consistent messaging
Brands need to ensure their message is clear and consistent across all channels in order to build loyalty and trust among their customers. The right messaging should be able to capture the attention of potential customers and encourage them to take action. This messaging should be consistent across all communication channels, including advertising, social media, website, packaging, and customer service.
Nike: “Just Do It.” Nike’s messaging is clear and concise. The brand is all about pushing yourself to be the best you can be, and “Just Do It” encapsulates this perfectly. The slogan is memorable and has become part of the brand’s identity.
Apple: “Think Different.” Apple’s messaging is all about innovation and creativity. The company wants to inspire people to think differently and push the boundaries of what’s possible. The message is simple yet powerful and has helped to establish Apple as a leader in the technology industry.
Coca-Cola: “Taste the Feeling.” Coca-Cola’s messaging is focused on the emotional experience of drinking a Coke. The company wants to create a feeling of happiness and positivity, and the slogan “Taste the Feeling” captures this perfectly. The messaging is consistent across all of Coca-Cola’s communication channels, from its advertising to its social media presence.
3. Have unique differentiators
Great brands often have unique differentiators that set them apart from their competitors and make them memorable and recognizable to consumers.
Unique Brand Voice: A strong brand voice can help a brand to stand out from the crowd. For example, the luxury fashion brand Chanel has a unique brand voice that is elegant and sophisticated, which sets it apart from other fashion brands.
Consistency: Consistency in branding is key to creating a recognizable and memorable brand. For example, Coca-Cola has maintained the same distinctive red and white color scheme and font for over a century, which has helped to make it one of the most recognizable brands in the world.
Emotional Connection: Brands that can create an emotional connection with their customers can be particularly powerful. Apple is an example of a brand that has been able to create a strong emotional connection with its customers by positioning itself as an innovative and forward-thinking company that values design and aesthetics.
Innovation: Brands that are innovative and constantly pushing the boundaries of what’s possible can be very successful. Tesla is an example of a brand that has positioned itself as an innovator in the electric vehicle market, which has helped it to stand out from other automakers.
Quality: Brands that prioritize quality and craftsmanship can build a strong reputation for excellence. For example, the luxury watch brand Rolex is known for its high-quality materials and precision engineering, which has helped it to establish itself as a leader in the luxury watch market.
4. Develop a unique visual identity
A great brand’s visual identity is distinctive, memorable, and communicates the brand’s values and personality effectively. It includes elements such as logo, typography, color palette, imagery, and overall design aesthetic.
Apple – Apple’s logo is one of the most recognizable in the world. Its sleek, minimalist design represents the brand’s focus on simplicity and innovation. Apple’s use of clean lines and whitespace in its product design and marketing materials also reinforces this visual identity.
Nike – Nike’s swoosh logo is another iconic design that instantly communicates the brand’s focus on athletics and movement. The brand’s use of bold typography, high-contrast color palettes, and dynamic imagery further reinforces this identity.
Coca-Cola – Coca-Cola’s classic red and white color scheme, combined with its distinctive script logo, has remained largely unchanged for over a century. This visual identity evokes feelings of nostalgia and tradition, while also communicating the brand’s fun and uplifting personality.
5. Create an emotional connection
A great brand creates an emotional connection with its customers that goes beyond simply offering a product or service. It can evoke feelings of trust, loyalty, excitement, or even nostalgia.
Apple: Apple has built a strong emotional connection with its customers by emphasizing the user experience and design aesthetics. The brand is associated with innovation, creativity, and cutting-edge technology, and its customers feel a sense of belonging to a community of Apple users.
Nike: Nike has built its brand around the idea of inspiration and motivation. Its famous slogan “Just Do It” encourages customers to push themselves to achieve their goals, and the brand has built a sense of community around sports and fitness.
Coca-Cola: Coca-Cola has a long history of creating emotional connections with its customers. The brand is associated with happiness, joy, and togetherness, and its iconic red and white logo is instantly recognizable around the world.
Harley-Davidson: Harley-Davidson has built a loyal following of customers who feel a deep emotional connection to the brand. Its motorcycles are associated with freedom, adventure, and a rebellious spirit, and the Harley-Davidson community is known for its strong sense of camaraderie and brotherhood.
At New Target, we have been helping to brand companies you know and nonprofits you love for 25 years! Reach out and we’ll be glad to help you become a great brand too.
