What makes a Strong Brand?
Ever wondered how some people build brands that are wildly successful? How do they create a brand so appealing that people are willing to pay a premium far above the actual price of the product? Do these folks have a secret ingredient? While building a brand can be technical and specific to an industry, I’ve gathered a few universal strategies that work across the board.
Ready to dive in? Let’s crack the code to building a strong brand, with a few laughs along the way!
What makes a strong brand?
As a business owner or marketing pro, you’ve probably pondered this question at least twice a day: What makes Apple products so premium? Why do people shell out thousands for purses and perfumes? Is a strong brand one that can sell anything, one that spends the least on marketing, or one that generates the highest revenue and best margins?
The simple answer to all these questions: Brand Knowledge.
Think about it—when you know your brand inside and out, you can create an irresistible appeal. It’s like being a chef who knows the perfect ingredients to make a dish everyone loves.
Brand Knowledge
Brand knowledge is all about how well customers can recall your brand and connect it with your brand’s stories and values. Want to boost your branding? This is the golden ticket. So, now that we know what makes a brand strong, how do we build brand knowledge? There are two key components:
- Brand Awareness
- Brand Image
Think of brand awareness as your brand’s name being on everyone’s lips, and brand image as the personality and stories people associate with it. It’s like how everyone knows “Nike” and immediately thinks of “Just Do It” and athletic excellence.
Brand Awareness
Brand awareness is all about how well customers recognize and remember your brand. Can they spot your brand on a store shelf? Do they think of your brand when they hear specific values, characteristics, or design elements? If your brand is top of mind, you’re golden. If not, it’s time to ramp up your efforts!
Brand Image
Brand image is built through associations, which can be positive or negative. As a brand owner, you must ensure your brand stays clear of negative associations. Ever noticed how macho actors promote energy drinks? That’s because brands want viewers to associate their product with strength and vitality.
Associations can be tied to attributes or benefits. Benefits can be functional, emotional, social, or expressive. For example, a brand highlighting the smooth operation of its devices focuses on functional benefits. Many jewelry brands promote social messages emphasizing the importance of women in society, creating social associations.
Remember, you want customers to associate your brand with positive attributes and benefits, avoiding any negative or taboo elements. Whether it’s product-related or not, make sure the benefits your brand offers are clear and appealing.
Brand knowledge builds a strong foundation, but brand equity is what really shows the premium consumers are willing to pay over generic products. It’s like the difference between a generic coffee and a Starbucks latte—people pay extra for the experience and the name.
Brand identity is what makes you stand out on the store shelf. It’s your brand’s unique fingerprint, helping you create valuable uniqueness. Think of Coca-Cola’s iconic red label or Apple’s sleek, minimalist design—these are what make them instantly recognizable and set them apart from the competition.
So, to sum it up: Build your brand knowledge, boost your brand equity, and craft a memorable brand identity.
Brand Identity
Brand identity is all about how you present your product and how you want customers to perceive it. Kapferer’s Brand Identity Prism is a well-known model that helps align your brand identity. As a brand owner, understanding your brand’s core values and using this prism can guide you effectively.
- Physique – This is the physical look of your product, the closest visual representation of your brand. Think of it as your brand’s outfit. For example, Apple’s sleek, minimalist design speaks volumes about its high-tech elegance.
- Personality – This is how your brand communicates with the world. It includes your tone of voice, copywriting, and design. Imagine Coca-Cola with its bold colors and joyful vibe in every ad. They build a personality that says, “Enjoy life, especially with friends!”
- Culture – This is the value system that everyone in your brand’s ecosystem follows. Google’s culture, often rated as the best in tech, is known for being flexible, creative, and fun. It’s like having a workplace that feels like a playground.
- Relationship – This is how your brand builds relationships with customers. Many brands, like Johnson & Johnson, position themselves with the caring nature of a mother towards her newborn.
- Reflection – This is how customers want others to see them. Brands can create products that help customers shape their identity in the eyes of others. Think of luxury cars like Mercedes-Benz, reflecting success and status.
- Self-Image – This is how customers see themselves. Brands can craft their messaging to resonate with customers’ aspirations. Nike’s “Just Do It” campaign inspires people to see themselves as athletes and achievers.
In essence, building a strong brand means understanding and aligning these elements to create a unique, memorable identity. And hey, adding a little humor never hurts—because who doesn’t love a brand that makes them smile?
