What We Can Learn about Branding from the Greats

Building a brand is essential for success in today’s competitive market. You have to clearly define your image so it stands out from the crowd. The great brand names have built their empires by balancing the line between being unique and catering to consumers. Here's a look at what some of the most successful brands have done right:

People do not usually purchase a product because it is the logical choice. They make an emotionally driven selection based on how the product makes them feel or how well they think a product will improve their enjoyment of life.

Take BMW for instance. They have built a brand image around the idea that owning a BMW means you are successful. People do not buy a BMW because it gets better gas mileage, costs less, or runs better than lower priced cars; they buy them mostly as a status symbol.

Making an emotional connection involves creating an image that a certain group of people want. Hip, unique, artsy, laid back, sexy, and environmentally conscious are just a few examples of possible brand images that might appeal to a group of consumers.

Once you know what image you want to project, promote it to the skies. Publish articles, ads, billboards, signs, and TV commercials. Use postcard and booklet printing to show people who you are. Bring something new to the marketplace that shocks and inspires people.

Starbucks is an example of a company that turned a big breakout into long term success. In the 1990s, Starbucks was suddenly everywhere, bringing a new take on coffee drinking that still has people talking.

When designing your brand, think about what will have long term appeal. Do not be overly trendy in your booklet printing designs or tv ads. Trying to be cool is too obvious and, therefore, usually turns people off. Create a message you believe in and can back up. Take Nike for instance. The Nike brand is all about appealing to people’s love of sports, something that is not likely to die out any time soon.

To keep customers coming back, the great brands offer quality products and services. An emotional connection is not enough to make people spend their money more than once if the product turns out to be bad. Nike, Starbucks, and BMW all offer quality goods that most often live up to the expectations generated by their brand promotion.

Taking a good brand to great involves much research, time, and resources. It requires knowing your audience and what appeals to them. And once you find that perfect strategy, don't let customers and prospects forget about you. Consistently promote your brand with booklet printing, tv commercials, news ads, and more; and your brand will be one that lasts like the other branding greats.