Go Long In The Brand Game 🏈

Well, Brand Whisperers… it’s that time of year when NFL players are either making it to the next game or, let’s face it, riding the bench on the IR list. (Did we blink, and 2024 is almost over? WILD!) 🏃‍♂️ In the spirit of playing the #longgame, it’s time we revisit why #branding isn’t just a fancy marketing tactic but the very foundation of long-term business strategy and success.

And since I'm not here to hit you with the usual brand suspects (cough Apple, Nike cough), I’m throwing in some #emergingbrands (rookies, if you will) that are absolutely crushing it when it comes to key branding principles. Let’s get into the playbook!

Branding Drives Recognition (and Trust?) 🏆

One of the earliest AHA moments people have about branding is when they realize it's about more than just being seen—it's about being remembered. Consistency builds familiarity, and eventually, people start to equate your brand with reliability and quality (but let’s not get ahead of ourselves with that T word—trust is earned, not handed out). 💪

Example: Oatly. This quirky oat milk brand has become instantly recognizable thanks to playful packaging and snappy, conversational ads. Plus, their sustainability mission? On point. Oatly’s branding is so strong that it even secured a spot in Starbucks' coveted shaken espresso drinks. 🎉 Not too shabby for the new kid on the block, right?

Branding Differentiates from Competitors 🎯

In a sea of sameness, your brand can be the lighthouse that guides customers toward your product (or at least away from the competitors). It’s not just about a catchy slogan or a slick logo; it’s about carving out a unique place in the consumer’s mind.

Example: IT Cosmetics (shoutout to Jamie Kern Lima 💄). Founded in 2008 and sold to L'Oréal for a cool $1.2 billion by 2016. IT Cosmetics stood out by addressing real skin issues—rosacea, hyperpigmentation—and offering solutions in a crowded beauty market. Bonus points for Jamie herself becoming a brand! She’s now a motivational speaker and author, proving that a strong personal brand can grow alongside your business.

Branding Influences Perception and Value 💎

How customers see your brand determines how much they’re willing to pay for it. That’s why luxury brands can charge a premium—they’ve positioned themselves as high-quality and exclusive.

Example: Allbirds. These eco-friendly shoes built their brand around sustainability and comfort, using materials like wool and eucalyptus. Because of their solid branding, Allbirds is seen as a high-quality choice, allowing them to command higher prices. And, hey, they’re cute too! 😍

Branding Creates Emotional Connections 💖

When your brand connects with people emotionally, it’s no longer just about transactions; it’s about relationships. People are more likely to stick around when they feel something for your brand.

Example: Bombas. These socks are tied to a greater mission—donating a pair to homeless shelters for every one purchased. Consumers feel like they’re contributing to something bigger than themselves, which fosters deeper loyalty. (Side note: They also make great holiday gifts. Who doesn’t need new socks? 🧦 Especially when the dryer is clearly involved in an ongoing sock conspiracy.)

Branding Supports Business Growth and Expansion 🚀

When your brand is solid, expansion becomes much easier. Whether launching new products or entering new markets, a strong brand makes it all feel seamless.

Example: Liquid Death (yes, that’s a water brand, and I tried it because, duh...the name/label). With its heavy metal-inspired packaging and “murder your thirst” slogan, Liquid Death has turned the bottled water game on its head. Their unique approach has allowed them to rapidly expand into sparkling water and flavored options. Talk about a killer marketing strategy! ⚡

Branding Impacts Employee Morale and Recruitment 🎓

Here’s an "AHA" moment for all the HR peeps: Branding doesn’t just attract customers—it attracts top talent. People want to work for companies they believe in and are proud to be associated with.

Example: Patagonia. Though it’s not the new kid on the block, Patagonia consistently reinforces its brand as an environmentally responsible company. Their commitment to the planet aligns with their employees’ values, creating a culture of activism and morale-boosting initiatives. 🌎 Employees here are living the brand every day.

Branding Provides a Strategic Framework 🧠

A strong brand is like the glue that holds your business together. It aligns your messaging, activities, and interactions into a cohesive strategy that moves your business toward its goals.

Example: Haus. This aperitif brand has tapped into the modern drinker’s desire for more social (and less boozy) experiences. Sleek, elegant branding targeted at millennials has helped Haus carve out a niche in the alcohol market. They know their audience and cater to it with precision. (They're showing up in my GenX feed, so I checked them out!)

And In Conclusion...

So, Brand Whisperers, whether you're rooting for a rookie brand or a veteran powerhouse, remember: #branding is playing the #longgame. It’s about consistency, connection, and carving out a space in people’s hearts and minds. 🏆

And for those of you still wondering why Campbell’s is dropping "Soup" from their brand name... well, maybe it’s just their way of “stirring the pot.” 🍲

P.S. If you’re not thinking long-term about your brand, maybe it’s time to ask yourself, "Am I in it to win it?" 🏆