Understanding which strategy best helps a famous brand company reach consumers can also be implemented in optimizing your brand (or) business for growth.
To make this work, we analyzed some of the best brands in the world and the relative brand strategies behind them. Specifically, we analyzed big brands like Amazon, Tesla, Xiaomi, Starbucks, Apple, and Nike.
You’re also going to learn how to create a brand strategy for your business today.
Let’s dive right in!
Business Brand Strategy Defined
There’s no how you can know which strategy best helps a famous brand company reach consumers without a clear understanding of what a brand strategy really is…
Now, growing a business as a young entrepreneur isn’t an easy step, and without a good strategy set in place, your business is guaranteed to fail!
When it comes down to defining the term “brand strategy”, Marty Neumeier is an example of a really good brand strategist, and he defines brand strategy as:
“Brand Strategy is a plan for systematic development or a brand in order to meet business objectives.”
– Marty Neumeier, Brand Gap
So, the main goal of a brand strategy is to shape the perception of a brand’s audience so that ultimately they can influence them and in turn, convert them to customers (consumers). Thus, it’s the work of a brand strategist to set out all the necessary plans for shaping the perception of a target audience, while still leveraging on different forms of expressions – visual, verbal, sense, taste, and touch.
And basically, these are what the big brands today use to sell to you!
Which Strategy Best Helps a Famous Brand Company Reach Consumers?
Now, before we go deep in describing which strategy best helps a famous brand company reach consumers, it’s best we define the main elements of an effective brand strategy:
- Vision & purpose
These key elements are what will help us determine which strategy best helps a famous brand company reach consumers.
#1: Vision & Purpose
The most important element of every brand strategy is the brand purpose and the goal of a brand purpose is to define the greater good behind your business concept and communicate it in such a way to capture the attention of skilled professionals to get them to want to work with you in achieving your goals (building a team), and as well, help to foster a connection with your audience.
Your brand’s purpose is expressed by your “purpose statement” which is basically a short sentence that describes the:
of your business existence…
Simon Sinek once said, and I quote:
“Why does your company exist? Why did you get out of bed this morning? And why should anyone care?”
– Simon Sinek
Tesla is a really great example of a purpose-driven brand!
The company was founded by a group of engineers who wanted to prove that you don’t need to compromise to drive electric cars. Tesla believes in clean and sustainable energy in saving our planet, thus coming up with the following brand purpose statement:
A great way to go about your brand purpose is to tie the brand to a greater course, and what Tesla hopes to achieve here is to simply save the planet.
Basically, a good and effective business strategy all starts with a brand purpose of either:
- Saving the planet
- Helping people
- Or helping animals
Tesla believes that electric vehicles can be a more effective means of transportation than gasoline cars, and communicating their brand purpose the right way has helped them to expand into other industries like energy generation and storage solutions.
Your brand purpose is what will actually inspire your employees to work and give your customers a good reason why they should engage and stick with your brand.
Another really good example of a company with a note-worthy vision and purpose statement is Xiaomi.
Xiaomi’s brand vision is:
“To create the highest quality products at the lowest possible prices…”
And the greater course that they tied this brand purpose statement to is – Helping people (Helping people to save cost when shopping for digital products). This has made the Xiaomi brand more viable and irreplaceable in the lives of people.
The goal of a brand’s vision is to ensure that the brand is navigated in the right direction.
Apple ranks as one of the top brands when it comes to creating values for consumers.
The goal of a brand’s core values is to ensure that it (the brand) can create a culture and driving force for what the brand stands for globally and how that brand is being perceived in the marketplace. Your brand’s core values are the guiding principles that articulate what your brand stands for.
Steve Jobs once said and I quote:
“Marketing is about values. It’s a complicated and noisy world, and we are not going to get a chance to get people to remember much about us.”
– Steve Jobs
Using the brand “Apple” as a case study here, Apple’s core values include:
- Inclusion and diversity
- Supplier responsibility
Apple does everything possible as a brand to make sure that people with physical limitations are not left out in the various activities around the world. They provide educational solutions across to globe to improve the learning experience. Apple has also been known to build safe products across multiple industry types for both users and the environment in general.
Apple also creates the most quality products that serve everyone.
And finally, there’s no denying that Apple’s products are top-notch when it comes to users’ privacy.
Privacy is a fundamental human right, and Apple knows that, thus, delivering the best product, with the best security against all forms of privacy theft and all.
A brand’s value best defines what that brand stands for, and big businesses know this, making it really easy for them to reach out to more consumers on a daily, while still growing their annual income.
Your brand value is what will really help you to attract more customers to your business.
The purpose of brand positioning is to help set your brand apart from competitors – it is what makes you unique to consumers, and according to Al Ries:
Xiaomi and Amazon are two very good examples of brands that have been able to leverage brand positioning in reaching out to more and more consumers yearly.
Now when you think of Xiaomi, what comes to your mind?
Probably you love the fact that you can get that Samsung kinda high-grade $1,500 priced smartphone in your hand for just about $400 with Xiaomi, or maybe it’s Xiaomi’s ability to maximize every possible smartphone spec and cram it down to give you the best value for that your $200?
Xiaomi leverages sub-brands to help position its brand for customers.
The concept of sub-branding in Xiaomi’s brand positioning has helped the brand grow beyond all expectations since its launch in 2010.
Xiaomi broke down its smartphones into 3-sub-brands for various types of consumers:
This makes it really easy for consumers to choose between sub-brands when shopping for smartphones, while still certain of getting the same best value that comes with purchasing a Xiaomi smartphone.
The same goes for Amazon…
Amazon’s positioning statement is the following:
Now, as a business, you can do many different things, but as a brand, you have to be known for just one thing – not one product or service, but just one central idea, so that ultimately you can create a desirable perception and take a specific place in the mind of your target consumer.
Your brand positioning helps your customers to navigate through a variety of choices when next they want to make a purchasing decision and buy from you, all thanks to that clear positioning.
The goal of a brand personality is to give out a human side to that brand. It helps your target audience to build a long-lasting relationship with your brand as if it were a person.
Naturally in life, certain personalities attract each other, while others repel each other.
Big brands are really good at creating that human-like persona that attracts their target audience and connects with them on a more emotional level.
Take Nike as an example:
Basically, the brand personality of Nike is excitement.
Nike has been known since the 1980s for endorsing athletes across the globe for a wide variety of sports. By so doing, the brand portrays the feeling of durability, excitement, provocativeness, and innovation to consumers.
Ultimately, having a well-defined brand personality will help you make your brand-customer connection as if they were interacting with it as a human being.
The goal of your brand’s voice is to set a guideline for how you want your brand to sound to potential customers – it is basically how a brand’s personality as described above is expressed in words.
A brand’s voice is an extension of its personality that helps in the development of a consistent method of conveying your message to your message with the brand.
To achieve a well-defined and consistent brand voice, the content and social team have to work hand-in-hand for a better social poll in consumers’ outreach.
The way a brand looks is just as important as it sounds!
So, besides designing your brand’s visual identity, it’s also really good to define your brand voice. An example of a really good brand with a well-defined brand voice is Starbucks.
Starbucks’ tone of voice is primarily functional and expressive.
Its functional tone is used basically for “way-finding and ordering” to keep the brand’s personality clear for maximum legibility.
Its expressive tone of voice is where the brand’s personality really kicks in…
Starbucks’ expressive tone of voice is used to tell a passionate coffee story whenever and wherever is possible. Now, using both, “functional and expressive” tone of voice allows Starbucks to create more space for relevance, connection, and joy. This is one of the reasons why a Starbucks coffee will sometimes make you smile, or better improve your purchasing experience.
This strategy has helped Starbucks a lot in reaching millions of consumers around the world.
So in retrospect, your brand personality and voice will combine together to represent your business HOW – how your brand’s message is delivered to your audience, and your brand’s voice tone should be consistently used across all channels of communication to allow your audience to build that strong-bond human-like connection.
And of course, you can not discuss a brand’s tagline without first talking about Nike…
Now, the goal of a brand’s tagline is to convey the brand’s unique value proposition in the shortest way possible. A good way to define your brand’s tagline of course should be coined up from its positioning.
Your brand’s positioning is mainly for internal purposes only, basically what consumers don’t see or can’t interact with, but it’s just there to give the brand the reach it needs to get more customers, while your brand’s tagline is for external purposes – it is what customers can see and actually interact with in real life.
Take Nike for an example, their brand positioning is perfectly manifested by their renowned tagline, JUST DO IT.
This tagline translates into a brand message that inspires and attracts the Nike brand to customers. Thus, having a good tagline for your brand makes it really easy for your customers to easily remember your brand, so when trying to come up with a tagline for your brand, it’s always best to think of something that your audience will easily remember you for; and remember, this can be easily gotten from your brand positioning.
Knowing exactly which strategy best helps a famous brand company reach consumers can also help you as a small business owner or startup to do the same. So you see, the world’s most famous brand companies consistently develop brand strategies that involve everything from product development to sales and marketing, customer service, and beyond.
And even in design, brand strategy goes a long way in the process of brand building and in helping to reach a larger audience.