Branding is all about celebrating uniqueness of your business and organization. The core essence of branding is to eloquently connote and unfold the story of your organization in such a captivating way that people should empathize, attract and stay loyal towards your brand. But of course, no story and no idea can be worthy, if it’s not appreciated by the target market and audience. A story becomes history when brands carve out a perfect branding manifesto that resonate with their target market which they appreciate with full fervor.
In this path where brands create stories and bring forth uniqueness, we being marketing and branding enthusiast can easily decipher valuable and useful lessons from each individual stories of great brands. Dimitri Chrysto, a creative graphic, brand and web designer provided his impetus to enlighten us what one lesson he learned from a great brand. According to Chrysto:
“My immediate thought would be Apple! Originated in San Francisco, the brand became global icon. Simple clean design and considering the user experience benefited this brand. Branding all their products with the ‘i’ was a masterpiece of branding. A great brand that changed the way the masses think about design.”
Chrysto thinks about great design, simplistic approach, understanding the need of the customers and uniqueness of using ‘I’ in all Apple’s products are a few things that make this brand great. Indeed, a brand that thrives to serve people and fulfill their need goes a long way and that’s what Apple teaches us.
Within the lines of great design and understanding the needs of consumers, David James highlights another learning and talks about diversifying. James admires how Virgin Airlines diversifies and enter in new fields.
With the passage of time, people’s need change and to respond to these change, brands experiment and diversify. While foraying into new categories, a strong brand remains true to its fundamental dogma and philosophy.
It’s not only the factors of understanding consumers’ need and diversifying that great brands embrace , but there are other factors as well that we can learn from incredible brands if we decode their apparent strategies. Spender Dickerson put forwards his opinion by saying that:
“Consistency in all aspects of a brand stimulates an emotional connection as well as awareness. It can be one of the strongest marketing tools imaginable.”
Aundrea P. Trapp who is a freelance graphic designer also agrees with Spencer Dickerson and asserts that “consistency is the key to any brand recognition.”
Moving ahead from the concepts of product diversification and consistency, Jacquie Boily talks about major marketing component – advertising and how it evokes feelings and emotions. She specifically mentions Coke and how seeing its commercial always excites her.
All in all, on the basis of this discussion, it can be iterated that great brands imbue in us great senses of consistency, constantly tapping into new categories and conveying their message in an effective and efficient way. It is true to the core that when people think about branding, they usually think about a brand’s advertising campaign, promotional offers and packaging. However, in reality, the story goes beyond these marketing stunts. The fundamental components of integrity, value, consistency, determination form a close and strong nexus and give rise to brand power. So, if you intent to curate a brand that’s stately cherish recognition, respect and fame, then the key learnings highlighted in this discussion may be of great service to you.
