Before we go, let’s take a look at some brilliant examples of branding that you can learn from. Let these serve as a lesson to you that you can use as a source of inspiration as you build your own company identity.
Amazon does an awful lot right. Not only does Amazon have a great logo that clever evokes the image of a smile and of delivery, but it also knows how to feature that logo prominently on its excellent packaging. Many of us now have an almost Pavlovian reaction to seeing an Amazon package land on our doorstep!
Amazon also knows how to keep things fresh and exciting. They have pushed the boundaries of their industry with Kindle and now they’re taking even bigger leaps with their drone service. This is an exciting brand with a vision!
Coca Cola really knows branding. While Coca Cola is ‘just a softdrink’ on the face of it, its marketing campaign elevates it far beyond that. Coca Cola is very prominent on nearly every form of social media and is constantly running fantastic campaigns. Their greatest feat? Changing the colorscheme of Santa’s outfit across the world!
Red Bull isn’t just a drink, it’s an energy drink. This is a concept that the company has taken to heart with an advertising campaign that includes sponsorship for extreme sports and athletes, as well as social media filled with some truly awesome stunts and feats.
Starbucks has had some branding slip-ups but in general manages to maintain a good reputation for its sustainable coffee. It has a strong and recognizable logo and does several things to improve the experience from the customers – from letting them preorder via the app, to calling customers by name when their coffee is ready!
Honorable mentions go to: Apple, Google, Pixar, Facebook, Pepsi Max, Nike and Adidas. Take a look at their campaigns and ask yourself what makes them work so well.
Hopefully this book has given you a good primer on what brands are and what they can be with the right strategy. A good brand is about much more than just a logo – it’s about seeing your company as a movement rather than a service and creating something that people can get excited about.
It all starts with that mission statement, so ask yourself: what is it you really want to achieve? What does your business stand for?
Once you know that, your company will have the core of its identity and from there it’s a matter of communicating that identity in everything you do. That means creating beautiful products, having a strong logo and company name and expressing yourself through social media.
If you keep doing this well, then you won’t just have customers any more – you’ll have fans. Suddenly, the possibilities will be greater than ever before for where your company can go and what it can achieve!