There are plenty of businesses out there whose leaders have figured out the branding magic wand. They understand their WHY, they know the purpose of the company and they know exactly who benefits from their products or services the most.
As you embark on your new business journey, you’ll need to unravel those details for yourself. And in the infinite business model, you don’t want to stress about how everyone else within your space is pacing and compare your business success to theirs. BUT, it is encouraged to follow the businesses around you who do things well and look for ways to improve your branding and better your efforts.
Today, we’ll highlight some of the brand masters for 2021. And we’ll tell you what particularly these companies did right to achieve such regional, national and global success. You might identify a few ideas that could do wonders for your brand, as well.
Melissa’s Boutique and Doug’s Dentistry still need to improve on their brand strategies. And while they aren’t necessarily in the same industry as some of the best branders out there, they can certainly look at these nationwide examples for inspiration. With any luck, they’ll find as much success as these brand giants who cracked the code.
Amazon is quite possibly the absolute world leader in retail. But it’s the brand promise that got it there. “Earth’s biggest selection” and the “World’s enhanced customer shopping experience” were Jeff Bezos’ brand promises. And Amazon shows just how important being authentic to your WHY is when it comes to defining your brand. As a company, the brand continues to represent innovations in how customers shop and consume products, with Web Services, Echo, and Prime, which is why Amazon will likely stay on top of the retail food chain, at least for now.
Disney began with Walt Disney’s vision and a brand commitment that endears generations beyond his big dream. The company maintains its successful brand trajectory because it does one thing really well – Disney tells stories. And while the technology behind how they bring stories to life might change, like Pixar collaborations and franchise acquisitions, it’s Walt Disney’s essence that lives on in the Disney brand. It demonstrates just how vital storytelling matters and proves how sticking with your WHY can transcend forever if managed successfully.
“Just do it.” Some say it’s the greatest brand message and tagline of all time. And it proves that even the simplest message can be huge, as long as it represents the core mission of the company. Nike set out to offer more products, in more markets, than any other sports organization of all time. The company places value on the consumer experience and offering a variety of sports-related products and apparel.
Ok, so 5G really isn’t like a traditional brand, representative of a company dream. But it does represent an innovation that has a global brand position. The technology itself is intended to deliver browsing and download speeds that are ten to 20 times faster than the 4G alternative. From a branding perspective, capitalizing on this latest technology is an absolute must for all mobile service providers. And it’s an example of how quickly an industry can shift, allowing only those ready to embrace change to shift with it.
We’ve talked a great deal about how your brand has to resonate as a customer experience. Impossible Foods is a perfect example of a brand doing just that. This company builds occasions and experiences around its meat-free products. It’s about cultural reinvention and offering alternatives. It’s about food traditions just as much as it is about shopping for groceries. And the company knows, once it’s made a customer connection, it’s just as important to maintain that buying relationship long-term.
Netflix grew exponentially once its on-demand entertainment took hold in the homes of those tired of waiting for new episodes of TV shows and sick of visiting the red box. The brand equity for Netflix is rooted in delivering precisely what customers want in the easiest and most personalized experience possible. Netflix made it simple and affordable to opt-in. Technologically, Netflix uses a unique algorithm to cater to the personalized boob-tube watching habits of its consumer base. But it’s the brand voice and revolutionary brand positioning that allowed Netflix to grow to the size and eminence that it is today. If your business model is innovating a space with something groundbreaking, you can apply some of Netflix’s best practices.
Social media gave rise to the meme boom. And in today’s digital ecosystem, anyone with a voice can create content, make videos and generate memes. But Vine took this wave and made it possible for people to shoot and upload six-second videos on a loop or personalized GIFs. More than 200 million active users confirmed this tech was the best thing since sliced bread. And TikTok became the platform for users to share their six-second moments with the world. Any business devoted to providing a logical solution to a customer’s preference can develop a brand strategy around that innovation, much as TikTok did.
Adi Dassler had a passion for improving the quality of sports equipment for the athletes who used it. Dassler’s WHY continues today, as Adidas enjoys its view from the top of the industry. Throughout the Adidas brand, there is a message of high quality and trust. Over the years, Adidas leveraged effective partnerships, as well, to promote the consumer experience.
You can’t have a brand list of the best without including Apple. The ultimate customer experience lies at the heart of everything this company does and offers. From innovative new iPhones that continuously improve how people live their everyday lives to the crisp, futuristic feeling you get when you walk into a brightly lit Apple Store, Apple gets branding. Apple serves as a reminder to any new startups that remembering how your product or service improves the lives of customers matters.
Uber may have launched the ride-share economy, but Lyft is doing a fantastic job with branding for the long term. Lyft promotes a socially responsible ethos, which is why you always have the option to round up your fare for each ride and donate to charity. It’s that differentiator that makes the difference in which app consumers download. It also affects which company contracted drivers prefer to work with for income. The Lyft brand embodies the human connection in a big way, reminding new business owners about the value of the “warm and fuzzy” behind the badge.
Geico may be in the insurance business, but it has clearly defined its brand as a people-centric company. With tongue-in-cheek commercials, the brand is often memorable with great Brand Recall and recognition. But the company also drives the message with its audience that it is the provider for everyone, with user-friendly tools and cost savings for any insurance coverage situation. If you’re offering an intangible product like insurance, Geico can be a great example of how to develop a brand around the customer experience when customers don’t have a product in hand.
Avocados From Mexico
If you’re not eating avocados on toast, you probably know someone who does. The last few years prompted a foodie fad rooted in consumer behavior that presented an opportunity for Avocados From Mexico to step in as the best in the business. Now, anyone interested in purchasing perfectly colored, wonderfully creamy and authentically grown avocados has a top-notch provider. This company brands as the official authority in the world of avocados, from nutritional benefits to exciting new recipes. And it demonstrates how impactful having strategic brand positioning is for your business, too.
Yeti proves you don’t have to be the cheapest to be the best. Yeti came out of the gate, essentially saying, “yeah, we’re pretty expensive, but our shit’s better.” It’s the first company to step into the super high-quality cooler space. Sprinkle in some genius marketing and streamlined distribution, and it’s become a globally recognized phenomenon. Yeti focused on their brand first. And it reminds anyone in a startup position to do the same. Don’t just sell your cooler. Engage with your brand, and the coolers will sell themselves.
Big Ass Fans
There isn’t anything inherently fun or engaging about industrial fan manufacturers. But Big Ass Fans proved that having a unique company culture matters, even in an industrial, commercial or manufacturing environment. Of course, there are some top-notch quality fans behind the quirky title. And the company’s brand promotes the quietest, most cost-effective fans through the lens of this super-engaging company culture. Every brand should have a personality, including yours.
If you’re not singing the “Wayfair has just what you need” song in your head, you must not watch much television. This company is one of the most recognized retailers of furniture in the U.S. But they have global reach with countless other products, too. The brand defined its niche first by offering quality household items online for convenient shopping. But then, the company’s flagship feature is that the “big stuff ships for free.” Consumers wouldn’t have to go to a furniture store or contend with shipping heavy pieces. Wayfair made it easy to be trendy, find unique items and save money in the process and without lifting a finger. Explore your business WHY and capitalize on what you offer to solve problems in your niche.
Your business may not be global or even national yet, but it’s critical that you follow those who came before you. You can avoid making mistakes, and in these brand examples, identify new ways to develop the most successful branding strategy for yourself. Connect with our team at Awareness Branding & Consulting for your FREE consultation and we can chat about which of these branding success stories can become the inspiration for yours.