Quick—think about your top three favorite brands. Aaaand go!
Now, think about what they all have in common. Are you drawn to one particular product or service? Do you align with the company’s values and thus have interest in the brand as a whole? Chances are if you’re a brand loyalist, it’s the latter.
When you thought of your three favorite brands, you probably thought of companies that you identified with as a person. That’s the key word here…identity.
Just like you have a personal identity, smart brands do too. Arguably the most infamous example is Apple. Started by two college dropouts, the Apple brand is now worth over a hundred billion dollars. Can you imagine seeing all those zeros next to your brand name? It’s more than a lifetime achievement, it’s a multi-generational movement.
How the Apple brand got to where it is today is largely credited to its visionary co-founder Steve Jobs. Customers were discovering a sense of belonging when they purchased an Apple product – and most notably, even when they didn’t purchase. Jobs quickly took notice and was steadfast in building a brand marketing empire. He made a permanent mark on the consumer marketing industry when he said, “The chance to make a memory is the essence of brand marketing.”
Every little detail of a brand can make a lasting impression. When you’re developing a brand, or going through a re-brand, here are just a few things that require thoughtful consideration.
- Packaging – Sleek or bold? In recent years, unboxing videos have seen tremendous growth on YouTube. Packaging alone makes us feel excited.
- Logo – A simple logo can appeal to minimalists. Think long-term. The most recognizable logos don’t even need the company name.
- Influencers – Who a brand chooses to partner with can reveal important company values. Here’s how to find the right influencer for your brand.
- Voice – What you say is important. How you say it is equally important. Will your voice be fun and quirky? Or no-fuss and simple? Will you talk politics? Decide and stick to it.
All of these things combined make up your brand’s identity—that uniqueness that makes you magnetic to a specific group of people. It’s a slow process that can sometimes take years of thoughtful work. Just as you evolve and change as a person, your brand should too.
Developing a brand that sticks is not easy. One of the most common pitfalls of entrepreneurs is trying to appeal to everyone. And we get it. With investors chomping at the bit to see a return, new business owners often do anything they can for a sale. But when CEOs and entrepreneurs finally realize what they aren’t, that’s where the real money is.
Have any questions or need assistance with brand development? Contact us at Commit Agency, we’d love to help!