The best brands make it look so easy. You can look at their logo and know instantly who they are and what they do, even if their name is missing. They’re household names. And when done correctly, your brand can be your most powerful marketing tool: a well-known brand truly needs no introduction.
However, brand recognition isn’t what makes a brand so successful - it’s the byproduct of success.
What is it that makes a brand so successful to where it can reach this level of fame?
Hint: branding is more than just a logo. There is no single blueprint to follow, but the best of best brands will agree the following attributes play a huge role:
A Distinctive Personality
If your brand were made of audio, how would it sound? If it were food, how would it smell? What joke would it tell at family gatherings? How would it dress itself?
Strong brands are “alive” and personified, in a sense. They resonate personality traits, values, and beliefs, and then stay true to those things. Your audience gets to know your brand through these personality traits. It gives them something to expect and makes them want to support your brand.
For example, when you think of Nike, you picture athletes and gym-goers who train hard and are determined to win. When you picture Jeep, you think of adventures and rugged outdoor terrains.
These images aren’t placed in your mind by accident. It’s because these brands have committed themselves to a personality and consistently deliver on those expectations.
A Competitive Advantage
On the surface, some brands seem like a dime a dozen. For example, how many fast food restaurants can you name off the top of your head. But look a little deeper and you’ll see that each one offers something unique. That “something” is called a competitive advantage. It’s what separates you from other brands offering similar services or products. It’s also the reason why people choose you over the others.
For example, lots of fast food places offer drive-thru service and hamburgers. But McDonald’s pioneered the idea of scalable, repeatable restaurant systems to prioritize low costs, speed of service, and high volume. They were also among the first to introduce a value menu, triple thick shakes, and a number of other things that have become synonymous with their name.
Today, people still associate McDonald’s with these brand foundations. And since the company continues to embody these early values, it remains a big part of its personality.
Branding Consistency
Both personality and competitive advantage must be supported by ongoing consistency. When customers know what they can expect from you, you’ll be top of mind when they need what you offer.
In this case, consistency applies across your organization: logos, colors, communications, marketing messages, physical aesthetic, taglines, company values, and mission, to name a few.
Part of what we do is to serve as your broadscale creative visionaries to create the trifecta of personality, competitive advantage, and branding consistency. Contact us today to learn more!
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