What Makes a Big Brand Tick?
If anybody in the world saw the Pepsi or Coca-Cola logos, they’d know right away what these meant. Target, Walmart, CVS, Starbucks, Nike, IBM, General Electric, Samsung, Apple and others have also built themselves heavily around their logos, rendering them unmistakable in the eyes of almost anybody who notices them. This is a large part of what makes up a brand’s marketing success, after all — people just walk into stores now and gravitate toward the icons they recognize and trust most.
Any business-owner would be prudent to take a moment aside and look into what these big companies are doing to impart such eminence through a simple cut-out graphic of a seemingly unrelated concept. The moment you see a red and white bullseye logo, you know that’s a popular department store — “Let’s go shop for clothes there.” You see a white apple silhouette with a bite taken out of the corner — “Hey, I can get my iPhone repaired there.” The term for this is brand recognition, and the mechanic behind it is known as brand standards.
But this is just the tip of the iceberg. It gets complex, and we’re going to try and sum it up as cleanly as possible in three points. Are you ready to find out what can make your business tick?
Three Steps Toward a Better Marketing Strategy
1. Forge an Identity
This is essential to connect with your demographic. It takes the meaning of words and cleanly converts it into an emotional, conceptual format that resonates more closely with clients’ faculties of identifying quality. They’re looking for sources of products that have a good track record, yes — but they also respond better to something that seems less business-y and more human. Pairing product quality with a relatable backdrop and an instantly recognizable attitude will draw clients with confidence to your front door as if you’re an old friend of theirs.
2. Maintain Consistency
If there’s one thing we know about the logos and slogans of our favorite companies, it’s their consistency. They never change. For as long as you’ve known about Nike, you’ve always associated “Just Do It” with their brand. Some brands have changed their look over the years, and this is fine — adapting with the times is not a sign of inconsistency. However, the changes have to be tasteful and fitting to the business language; this includes the placement and frequency of a logo or slogan, how it looks and sounds, colors and tone of voice, and so on. Following this rule is a major part of why your company could be the Next Big Thing.
3. Community Involvement
If you’ve noticed Southwest Airlines, Wendy’s or T-Mobile on Twitter these days, all of these companies are doing a great job of reaching out and connecting with their customers in a traditionally less-than-professional way. It seems natural these days for businesses to keep to an upright platform of presentation, drawing a line between “us” and “them” — but it just doesn’t work nearly as well. For example, if you’re a loan company like Texas Approval looking to educate your clientele on what the loan process entails on the legal front, get out on social media and tell them about it in a way that fits your brand’s attitude. People want to relate to that, so don’t hermit yourself away from the public!