Sometimes we can look at good branding and assume that this was the result of some well-planned marketing team. Sadly, that’s not how branding works. The most important part of a successful brand is to have a successful business. Companies like McDonald’s, Starbucks, and Nike are instantly recognizable today. But before that, they were making innovative changes to the way business was done so that they could stand out from their competitors. Paired with some thoughtful marketing, you can see why they stood the test of time. But what else does a brand need to do to stand out? Here are some themes that we see from successful brands:
Buyers vs. Users
Companies that shift focus from driving sales and instead move towards creating a demand for the use of the product. Meaning that the experience of using their product is what they are marketing. They will focus not on trying to tell you facts but will create environments for other users to share their experience with the products.
More than ever, people today can spot a gimmick. We’ve been bombarded with messaging and quickly detect when someone is fake. A company that can connect with its target market, show genuine care, and occasionally be a bit self-deprecating is a company that has found a way to build an authentic relationship with its users.
This seems simple enough but so many companies miss the mark here. You may think that paper supplies or manufacturing are interesting, but for the majority of people – it isn’t. You need to create content that is exciting for everyone. FedEx does an excellent job of this by filling its social media with shots of traveling the world and not just of your boxes being left on a front porch. Its smart and engages everyone.
We hope that these few ideas on branding will help you. But if you need a bit of help putting together, some plans make sure to call us. We want to help you with any marketing or printing needs that you may have.