Everyone wants to be the next Apple or Nike. Or so they say. What they really mean is that they want to be as successful, as awe-inspiring and as beloved as Apple or Nike. Because these two brands are irresistible. They’re among just a handful of brands that have superfans – fans that line up for a new product launch or stay up late to watch a new demo.
Here’s the thing. Your brand can share the limelight with these luminaries. You’ve got a great product or service, and you know it. What you need is their secret sauce. And that’s branding.
We love branding. There’s nothing more exciting than taking a great company and turning it into a great brand.
We’ve been doing this a while. We have plenty to say about branding – and plenty of knowledge to share with the world.
So, we wrote you a book.
Here are some of the great tips, tricks and takeaways you’ll find in it.
1 Branding is all about perception.
Always thought that logo = brand? Nope. Your brand exists in the minds of your audience. What they think about you, say about you, and expect from you – that’s your brand.
2 Brand differentiation delivers the dough.
Distinctive brands are brands that stand apart in all the right ways. They’re not the ones that compete on pricing. They’re authentic, consistent and unlike the rest – and they command a premium because of it.
3 There’s a strategy to branding.
When it comes to branding, you can’t just pull together some buzzwords, whip up a mission statement and call it a day. Branding is the scaffolding you’re building your company on. It helps you create an on-brand product or ad campaign, and makes sure your next moves are aligned with your vision.
4 What you look like matters.
A huge part of your brand is your brand identity. This is what your brand looks, sounds and feels like. It should be distinctively you – but also familiar enough that your audience knows what they’re getting.
5 You have to find your position.
Brand positioning is where your brand sits relative to other brands. No other brand should inhabit this same space. If they do, it’s time to rethink your positioning so you can carve out your own niche.
6 People are suckers for stories.
Your brand has a story to tell, and your audience is here to hear it. It’s time to move on from the old-school “about us” page and think in terms of a compelling narrative. You’re the hero of your own story, so tell it!
7 Know how to use your words.
It’s easy to focus on what your brand looks like. But how it sounds matters as well. Your communication style is your “tone of voice”. Define yours, and keep it consistent!
8 Focus on the experience.
Branding is built around experience. Every time your audience interacts with your brand you have an opportunity to shape that experience. From ads to packaging to personalized gifts, you’re in a position to build on your offer.
9 You gotta have charisma.
The world’s leading brands are celebrities in their own right. That’s because they’re charismatic. They have that special sparkle that draws people to them – and makes them irreplaceable.
10 …Wait, you want more?
There’s plenty more. We’ve put together case studies, stats, how-tos and exercises to help you take your brand from ho hum to the next big thing. But we’re not going to type it all out here. Because we’ve already packaged it up for you in a beautifully designed, easy-to-use free ebook.
To find out what it takes to become an irresistible brand on the scale of Apple or Nike, just hit the download button! Happy branding!