Thank you to Francis Nwokedi for writing this brilliant guest blog for us! You can find more about Francis’ business here.
How does one choose when surrounded by options? Often, we gravitate towards the brands we recognize, know and trust the most. Heinz, Apple and Nike are the obvious choice in their respective markets.
Branding is more than just a logo. Yes, the logo helps identify your product/service in the marketplace but it is not the identity of your brand. Your customers don’t buy products, they buy a feeling.
What feeling are you trying to cultivate? Your brand is a combination of your visual identifiers and the sensory experience of your customers.
Coca-Cola is the most recognisable brand on the planet with a brand that is iconic on every continent. Through brilliant marketing, the Brand has been able to grow from 5 servings sold in its first year to 1.4 Billion servings sold DAILY, today.
The business understands the importance of telling a compelling story to engage customers at an intuitive, sub-conscious level and spend roughly 10% of their revenue ($4,000,000,000) to achieve this objective. Coca-Cola does not try to sell a drink. It sells an abstract concept of positivity/happiness which has permeated cultures across all regions. Its Coca-Cola Christmas advert is an Iconic symbol officially marking the start of the festive season.
‘I have a dream’. Do you remember the rest of the speech?
There is no company better than APPLE at harnessing the power of marketing to create a unique brand identity recognised globally. In the vision of founder Steve Jobs, Apple has become a global symbol of Simplicity, Beautiful Design and Perfection. The focus and emphasis on clarity, aesthetic and simple functionality has created a cult-like following among their users.
A recent study tested Apple and Samsung users by measuring brain activity in response to news about the 2 brands. Apple users genuinely reacted to news about Apple whereas Samsung users registered no response to news about Samsung. They did however register a sense of satisfaction when hearing negative news about Apple. Apple has such a strong brand identity that Samsung users may be more interested in making a statement against Apple than actually desiring a Samsung product.
Apple created a branded ecosystem. The right customers found them.
What is your message to your audience?
Why does your brand matter?
Who are you trying to help?
There are thousands of any number of products. What makes you so different?
Tell this story clearly and create a niche for yourself.
We help you answer these questions to cultivate a brand identity that represents your business. A strong marketing strategy will align your business goals with your practices to create a community of satisfied users who vibe with your Brand. Let’s create Synergy.
Thanks again to Francis for sharing his wisdom with us! Once again, you can get in touch with him here to find out more.