Having a well-considered brand is essential when launching a company (or keeping an existing one afloat) to guarantee positive brand recognition. When many others operate in the same field, your brand and values will ultimately separate you from the crowd. It might be difficult to determine the brand’s values and the best way to exhibit them. So, to get you in the right direction, five businesses have successfully implemented a strong brand strategy, from startups to conglomerates.
1. Apple
There is no disputing that Apple has done several things well in terms of its branding, as seen by the fact that it has been labeled the most valuable company in the world and has an estimated brand worth of roughly 355.1 billion United States dollars. All the individuals shown in their online, TV, and social media content are youthful, hip, and trendy. This is the kind of person with whom they want to be connected, and using this metaphor helps them connect with their ideal customers. Many, if not most, millennials you meet will have at least one Apple product.
2. Gymshark
Gymshark, a sportswear startup founded in 2012 by Ben Francis and now valued at $1.3 billion, is among the UK’s most rapidly expanding businesses. Aaker’s ‘Sincerity’ personality describes the brand well because of the strong feeling of community it has fostered among its clients.
3. Tiffany & Co.
Tiffany & Co. has successfully established itself as a classy, sophisticated brand. It’s not simple to become one of the most prominent jewellery companies in the world. Still, with strategic advertising and careful targeting, Tiffany & Co has made people worldwide want its signature tiny blue boxes. This label has made a name for itself by conveying an air of timelessness and endearing sophistication.
4. Airbnb
Airbnb’s multi-billion-dollar value may be directly attributed to the company’s emphasis on providing visitors with a memorable experience. Airbnb, which fits under Aaker’s ‘Excitement’ category, boasts of giving each visitor a taste of home away from home by letting them stay at a local residence throughout their trip. A modification to its emblem in 2014 better reflects who they are as a company. Customers worldwide should be able to recognize and recreate the abstract design called “Bélo,” which is meant to express the idea of belonging.
5. Jeep
Jeep is the prime cause of Aaker’s ‘Ruggedness’ brand image. Jeep maintains a consistent brand identity throughout its marketing materials, from the pictures and slogans it uses to the colors it chooses and the automobiles it offers. Using the hashtag “#JeepFamily,” the company encourages its loyal customers to bond over shared interests and experiences by periodically asking its followers to recommend great places in the United Kingdom to visit on a road trip.
6. Pantone
Since its founder, Lawrence Herbert, made the Pantone Matching System in 1963, a company that makes paint, Pantone has been on the cutting edge. This system is now used to find and match colors across projects. As a company with whom the paint is used in graphic arts, fashion, plastics, and architecture worldwide, they have built a brand around the idea that they are innovative and creative. Pantone has created great campaigns to ensure they live higher than or equal to their creative reputation. One of the finest examples is their “Project Monsoon,” which is both beautiful and creative.
With the help of designers, Pantone used paint that changes color when it gets wet to make beautiful walkways with an aquatic theme. These walkways bring life and color to South Korea during the rainy season, which is usually dark and dull. Yoonshin Kim, among the people who came up with the idea, said it was “inspired by the way South Korean culture puts a lot of value on the flow of rivers.”
7. Mercedes Benz
During the holidays, Mercedes Benz USA joined in on the fun. The logo alone for their high-end cars says “style,” and they transformed the style with a social media marketing campaign that spread a lot of holiday cheer. The company started the #MBSecretSanta program after getting nearly 100 messages on Facebook and Instagram daily.
The goal was to get to know current and potential customers who sent direct messages to the company and help them find the perfect holiday gift. And they did that by giving more than 1,000 gifts, like branded bears, watches, baby clothes, and Bluetooth speakers. Mercedes Benz made it clear that they care about their one-on-one relationships with their customers.
8. Dove
Dove is known for its many personal care products like soaps and lotions. However, this global brand also shines when it tells great stories. The brand’s “Real Beauty” campaign is one of its most well-known efforts. It aims to change how people think about beauty and show women that they are beautiful even if they think they have flaws.
Men didn’t like the campaign as much, which is interesting. Dove launched their “Men+Care” ad, a genuine tale of a military man who is sent to Afghanistan and finds it difficult to be apart from his wife and child to demonstrate that they understand their consumer. Around Father’s Day, the company set up for his family to come to him, and they filmed their reunion. It had nothing to do with soap or lotion. Yet, it resonated with men worldwide because Dove proved that it cared about what its consumers cared about.
9. Weight Watchers
Losing weight can make people feel a lot of different things. And also, a lot of hype. But Weight Watchers did a great job walking that line, and their “Awaken Your Incredible” videos were one of their best campaigns. Unlike most ads about weight loss, this one focused on why people want to lose weight first: to be the best version of themselves. The campaign was successful because it played on the desire to get back something that was always there but had been lost.
Conclusion
The success of your business hinges on your ability to establish a rapport with potential clients. When there is a large pool of rivals, it helps to stand out with a strong personality. Here is your chance to differentiate yourself from the competition and establish long-lasting bonds with your clientele. Be true to yourself while maintaining consistency with your brand’s identity, visuals, voice, and other factors.
