Well, Brand Whisperers⌠itâs that time of year when NFL players are either making it to the next game or, letâs face it, riding the bench on the IR list. (Did we blink, and 2024 is almost over? WILD!) đââď¸ In the spirit of playing the #longgame, itâs time we revisit why #branding isnât 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), Iâm throwing in some #emergingbrands (rookies, if you will) that are absolutely crushing it when it comes to key branding principles. Letâs get into the playbook!
Branding Drives Recognition (and Trust?) đ
One of the earliest AHA moments people have about branding is when they realize it's about more than just being seenâit's about being remembered. Consistency builds familiarity, and eventually, people start to equate your brand with reliability and quality (but letâs not get ahead of ourselves with that T wordâtrust is earned, not handed out). đŞ
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. Oatlyâs branding is so strong that it even secured a spot in Starbucks' coveted shaken espresso drinks. đ Not too shabby for the new kid on the block, right?
Branding Differentiates from Competitors đŻ
In a sea of sameness, your brand can be the lighthouse that guides customers toward your product (or at least away from the competitors). Itâs not just about a catchy slogan or a slick logo; itâs about carving out a unique place in the consumerâs mind.
Example: IT Cosmetics (shoutout to Jamie Kern Lima đ). Founded in 2008 and sold to L'OrĂŠal for a cool $1.2 billion by 2016. IT Cosmetics stood out by addressing real skin issuesârosacea, hyperpigmentationâand offering solutions in a crowded beauty market. Bonus points for Jamie herself becoming a brand! Sheâs now a motivational speaker and author, proving that a strong personal brand can grow alongside your business.
Branding Influences Perception and Value đ
How customers see your brand determines how much theyâre willing to pay for it. Thatâs why luxury brands can charge a premiumâtheyâve 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, theyâre cute too! đ
Branding Creates Emotional Connections đ
When your brand connects with people emotionally, itâs no longer just about transactions; itâs 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 missionâdonating a pair to homeless shelters for every one purchased. Consumers feel like theyâre contributing to something bigger than themselves, which fosters deeper loyalty. (Side note: They also make great holiday gifts. Who doesnât need new socks? 𧌠Especially when the dryer is clearly involved in an ongoing sock conspiracy.)
Branding Supports Business Growth and Expansion đ
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, thatâs a water brand, and I tried it because, duh...the name/label). With its heavy metal-inspired packaging and âmurder your thirstâ 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! âĄ
Branding Impacts Employee Morale and Recruitment đ
Hereâs an "AHA" moment for all the HR peeps: Branding doesnât just attract customersâit attracts top talent. People want to work for companies they believe in and are proud to be associated with.
Example: Patagonia. Though itâs 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 employeesâ values, creating a culture of activism and morale-boosting initiatives. đ Employees here are living the brand every day.
Branding Provides a Strategic Framework đ§
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 drinkerâs 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. Itâs about consistency, connection, and carving out a space in peopleâs hearts and minds. đ
And for those of you still wondering why Campbellâs is dropping "Soup" from their brand name... well, maybe itâs just their way of âstirring the pot.â đ˛
P.S. If youâre not thinking long-term about your brand, maybe itâs time to ask yourself, "Am I in it to win it?" đ