Building Memorable Brands | What Makes Coca-Cola An Iconic Brand? And How Do You Build One?
Building Memorable Brands | Sometimes we forget that even the most iconic brands started out as small ideas. Today, The Coca-Cola Company brings in over $15 million of pure profit every day – but it actually lost money in its first year. If you’re just starting your business, or are ready to get more professional, it’s time to look at how you brand your business. Your good story isn’t enough to grab potential clients and create more impact; you need to build a good brand.
A strong brand communicates what your company does, how it does it, and at the same time, establishes trust and credibility. Your brand lives in everyday interactions with your clients, the images you share, the messages you post on your website, the content of your marketing materials, and in your posts on social platforms. We know there’s a lot to handle and think about when starting your business. There’s your team, product management and a limited budget, all while you’re trying to navigate the waters of entrepreneurship. But even without millions, your brand can make an impression.
It’s Never Too Early to Start Branding | Building Memorable Brands
By sticking with a tasteful, timeless image, Coca-Cola has turned their logo into an icon. Your brand starts on the same day as your business – so be deliberate and consistent from the get-go. Start by defining your brand. Review the product or service your business offers, pinpoint the space in the market it occupies and research the emotive and rational needs and concerns of your potential clients. Ask yourself what makes your business unique? What’s your story? What do you do that others in your business do not do?
Be remarkable | Building Memorable Brands
Today, the one sure way to fail is to be boring. Your one chance for success is to be remarkable. A great way to make sure your brand message is delivered consistently across your business is to focus on how you and your employees interact and communicate with clients, be it in person, on the phone, or on social platforms. Some companies stop focusing on building great products and services when they become successful. This is a mistake. Even a strong brand will suffer when it creates average or below average products or services.
Have a good name and logo | Building Memorable Brands
A strong brand is easily recognizable. Recognition starts with the name of your business. The name will appear on your business cards, letterhead, website, social networks, promotional materials, products, and pretty much everywhere in print and online to identify your company or your company’s products or services.
Small businesses often assume they can’t afford to hire a graphic designer for logos and business cards, but sometimes you can’t afford not to. A well-designed logo and a memorable name are essential to brand recognition and it’s important to get them right the first time, because changing your name and logo can be costly down the road. Your logo and name should be easily recognizable and reflect the nature and tone of your business, as well as appeal to your target market.
Be reliable | Building Memorable Brands
The key of brand loyalty lies in great service – a happy client is a loyal client. So make sure you aren’t making promises that you can’t keep. Yes, it’s annoying when things go wrong with a purchase or brand experience — maybe something got lost in the mail or a credit card was accidentally charged twice. But you can use the opportunity to show off your customer service skills and turn the client’s experience around, thus winning them over.
Jumping through hoops makes a client feel appreciated, and it also impresses them and develops brand loyalty. Brand affinities create word-of-mouth buzz, because people love telling their friends about new businesses they have to try.
Stick With Your Branding… But Don’t Be Afraid to Update It | Building Memorable Brands
It’s important not to change your website design or logo every six months, because you want to create a lasting impression with your clients. However, after a few years, consider updating your logo to ride with the times. Remember that every time you make a mistake, that means there’s one less mistake between you and success. The best way to learn how to do something is to totally fail at it – and then reflect on what you could have done differently.