Natalie Squance - June 25, 2018
A brand strategy isn’t just about having a cool logo or some fancy-looking flyers. It’s how you look, sound and act. It affects your consumers, competitors and even your employees. By having an effective brand strategy, you create a unique identity and voice for your business.
If you’re looking to improve your brand strategy but aren’t sure where to start, you’re in luck. We’ve picked 5 businesses with powerful brand strategies to learn from and implement into your own business.
IKEA’s brand strategy focuses not just on their core product, it focuses on the consumer experience. From the moment you walk into an IKEA store, you’re in their world. You can explore a huge variety of showrooms, find design inspiration, grab lunch and even have somewhere for the kids to play. Shopping at IKEA is an experience you’re unlikely to find at another retailer.
Start implementing this into your own business by taking a look at what your customer/client experiences when buying your product/service. What could you be doing to make this process memorable or fun for them?
The luxury car manufacturer: Tesla, has come on leaps and bounds during its 15 year history. The company supposedly has a £0 marketing budget and is still able to sell cars for £100,000+. But how?
Tesla have a clear mission that people want to be a part of — “to accelerate the world’s transition to sustainable energy”. This aspirational and ethical mission is something that is reflected in their products. Every Tesla car is meticulously designed with clean energy and innovation in mind. The luxury price tag of a Tesla is more likely to be justified by consumers who invest into the company’s vision and feel that they are doing the planet a service by buying a Tesla.
Ensure your brand has a clear mission. One that your consumers and employees will invest in. Don’t be afraid to shout about it; let everyone know why you’re doing what you’re doing.
Uber’s brand is all about innovation. They are well-known for their disruptive business model and their clashes with the taxicab industry. But they are also undoubtedly popular with customers. By addressing common problems people experienced with taxis, Uber were able to build an innovative solution in the form of an app. Early adopters of the Uber app were quick to rave about its simplicity and reliability. This word of mouth strategy has meant Uber needn’t rely too heavily on traditional marketing strategies.
To build this level of relationship with your consumers, you will first need to figure out their common gripes. What issues to they encounter when using a product/service like yours? How can you simplify that product/service to address everyday problems?
Tasty products, colourful visuals and a fun identity are just some of the factors that make Milk Bar such a successful brand. This award-winning bakery chain is well-known across America for its ‘crack pie’ and ‘cake truffles’. But it’s online where the brand truly shines. Milk Bar’s social media channels are packed with pictures of their dazzling products and colourful bakeries. As soon as you open their stylish website, you are instantly greeted by their products and a list of their services. This effective and consistent visual identity across the Milk Bar brand has made them instantly recognisable.
By creating a strong visual identity for your brand. You too can become instantly recognisable to consumers. Just make sure that you’re visual identity is consistent throughout your business. The more harmoniously your brand materials work, the more effective they’ll be.
Airbnb’s brand strategy relies on people’s desire to travel and explore the world. Without tapping into that specific emotion, the company would have joined the scrapheap of unsuccessful startups. Unlike the hotel market, Airbnb prioritise living like a local and want their audience to experience a location to its full potential.
By building a community of “head-first explorers” who follow these ideals, Airbnb have been able to produce a substantial amount of content targeted at that audience. YouTube influencers and guest stories feature prominently across their social media channels and blog. All emphasising important values such as diversity, multiculturalism and a love of travel.
Creating content that your audience loves and connects with is a brilliant way to build a community around your brand. Tap into your customers’ psychology and give them the opportunity to be a part of a larger group. In doing so, you’re strengthening your relationship with them while making your brand more worthwhile.
If you’d like to learn more about brand strategy, come along to one of our hands-on workshops, where we can give your own brand strategy the time and attention it deserves.