“Brand is the name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.”
Really Wikipedia? It’s more than that. Much more.
But getting “more” isn’t easy. In fact, most marketers don’t have a clue where to begin.
So here’s a K.I.S.S idea: Start by learning from the best. Each of the below brands nail their foundation quality and that’s something we can all learn from.
APPLE = PROMISE
Consumers instinctively trust that a new Apple product will be smart, sleek and will improve communication. And more so, they’ll enjoy the experience of making the purchase.
While Apple has always been about creativity and innovation, the brand has kicked up the emotional quotient by creating retail stores that foster a sense of collaboration and transparency between customers and sales staff.
Apple uses its retail outlets to show, not tell, consumers its brand philosophy, from large tables, open spaces and walls of windows to its well-trained associates (Apple’s biggest brand advocates), who are armed with handheld checkout scanners that enable shoppers to make purchases without having to stand in line.
The K.I.S.S Factor: Apple keep their brand promise.
NANDOS = PERSONALITY
At Nando’s you know what you’re getting. They’re playful, edgy and burst with personality. And it’s consistent. From their menu, website or outdoor campaigns. Their personality is in everything – up front and in your face.
Nando’s advertising generates heated discussion. This strategy has resulted in a number of their print, radio and television advertisements creating a stir, which led to good and bad publicity. They regularly run topical advertisements that mention the economy, competitors, politicians, and even refugees.
The K.I.S.S Factor: Nandos have a consistent brand personality. And it works.
IKEA = CUSTOMER EXPERIENCE
Gone are the days when you had to imagine how a piece of furniture would look in your house. IKEA’s new interactive catalogues make the process of choosing furniture a lot easier. Their augmented reality app allows customers to view the products in their own home with the furniture they already have.
The physical brand is consistent internationally. Cultural differences are taken into account. The core strategy and positioning is the same around the world.
The K.I.S.S Factor: IKEA give customers a genuine brand experience.
LORNA JANE = CONNECTION
What Lorna Jane does better than most brands is live and effectively communicate its philosophy, or reason for being – ‘Move Nourish Believe’; so much so it has become a key content driver for the company.
By successfully connecting with their audience across, Facebook, Twitter, YouTube, Tumblr, Instagram and Pinterest, Lorna Jane has built a connected community.
The K.I.S.S Factor: Lorna Jane has connected with their audience to build brand advocacy.
If want to know more about how you can build a consistent brand that delivers a great customer experience with personality, let’s talk.
See you next week,
Darnelle
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