Takeaways from the World’s Industry Giants That Will Boost Your Branding
Interbrand releases a list of top 100 global brands every year. Although the list changes almost every year, most of the brands have remarkable staying power. For instance, in spite of the PR scandal on emissions in 2018, Volkswagen is still on the list. That’s proof that a strong brand can help a business thrive even in the worst circumstances. Each of these top brands has something unique that makes it outstanding. In this post, we will look at some of the lessons on branding we learn from the world’s best brands.
1. Find your niche
Don’t try to be all things to everyone as it can weaken your brand. Focus on what you can deliver best and make customers happy. For instance, when Zappos (online retailer), launched for the first time, it specialized in selling shoes.
But, rather than focusing on its products, such as the various types of shoes sold or the shoe brands it offered, Zappos emphasized on awesome customer service. Some of the things that earned Zappos customers and publicity include free shipping, overnight delivery, friendly customer support, and returns.
Today, several other sites sell shoes – most of them affordably – but Zappos offers unmatched customer service. This makes the provider the best choice for shoppers looking for convenience. So, find what you do well and concentrate on it. It could be the one thing you need to drive sales.
2. Develop a relationship with customers
Apple is a perfect example of relationship building. And as you can see, it’s topping the list. While Apple advertises consistently, its ads rarely tout a discount or sale.
Rather than focus on the transactional element of customer relationship, Apple employs marketing strategies that focus on providing value to the users as well as benefits customers will get. The outcome is brand-loyal customers.
Thus, use strategies that promote customer loyalty. For instance, major on product features that offer the most benefits to customers.
Using a consistent message is what makes a brand stick in the minds of customers. Integrate consistency in all aspects of your branding strategy, from product advertising and packaging to customer service and customer experience.
McDonald’s uses consistent customer experience regardless of the location that customers visit. The consistency is also reflected in their menu.
When McDonald’s stumbles, it’s mainly because of diverting from its main brand by attempting to add lots of other menu items, for example.
So, find one thing that customer like your brand for and do it consistently. It can be your friendly customer service, free shipping, creative packaging, affordable prices, and so on.
4. Use the power of emotion
Effective branding is rooted in feelings. Even if your company sells industrial turbines, you can find a way to conjure emotions in your clients, such as the pride of making a great purchasing decision and the satisfaction associated with buying a reliable product.
Emotions are particularly critical in B2C companies. For example, Coca-Cola has built a robust brand on emotional aspects like joy, fun, nostalgia, and relaxation.
5. Deliver on promises
A brand won’t make any sense if the business won’t deliver what customers expect. Toyota, BMW, and Mercedes-Benz are always among the best global brands because their vehicles often deliver reliability and quality each year.
Importantly, if your product isn’t so sexy, you can use reliability to scale your branding success.
6. Turn employees into brand ambassadors
Since employees are your brand’s face, train the properly. Create processes and systems that provide the brand experience you would like your customers to have. After that, ensure employees follow it religiously.
Don’t leave any detail out; everything counts. Consider Disney theme parks; their well-groomed employees always smile and look good. Also, street sweepers take away trash even before visitors see it.
7. Protect the brand
Your brand is the most precious thing, so use trademarks to protect it. Be on the lookout for other companies that use similar logos, brand names, or even copycat products. Consider Kleenex, which always fights to ensure its trademarked name can’t be used as a generic terminology for tissues. If your competitor can create confusion about your brand, it can ruin the reputation of your business beyond repair.
8. Be persistent
Creating a strong brand won’t occur overnight. Repeated exposure is paramount before the brand finds a place inside the hearts of your customers.
Vary your advertising and marketing approaches to convey the brand in channels where customers can find it. If discouragement is setting in, think about Facebook.
Initially marked as a mere flash in the pan fad operated by a hoodie-wearing guy, today it’s among the most valuable brands in the world, thanks to Zuckerberg’s persistence and patience.
Regardless of the services or products you offer, you have a brand to guard. Use the above lessons from some of the best brands across the globe to improve your brand.