Posted on : 2023-04-09 20:57:47
Article : Good morning, Monday Solution for the Management TASK 236- Brand Strategies can make or break one’s business’ success. The truth is, it doesn’t matter how big or small your business is, you can still come up with a killer branding strategy.
In 2010, Old Spice rebranded giving their 75-year-old brand a light, quirky and funny new personality. This helped Old Spice become more than just a deodorant company, all without changing their product. They had an ‘aha’ moment, evolving by adapting to the changing market and audience. They did all this despite already having a successful brand. Having mentioned in the TASK part that brands will follow either of 12 archetypes for better brand management for emotional connectivity, in the following brand examples that we are dealing with we have mentioned archetype as an additional input.
Apple can be considered to be part of The Creator archetype. Just like the magician, they make dreams come true, but they use innovation to bring them to reality. The Creators tend to be trend setters and are constantly striving to be and do the best. A great example of their branding strategies is their “Think Different” campaign. They realized that their customers wanted to be great, innovative, game changers and different. They knew that their competitors were strong and could deliver good quality products, so how can they convince their customers to choose them? Through a message of innovation and creativity that was followed by products that look different and work differently.
Think different campaign by Apple is by far one of the most popular and famous companies that have managed to take their brand image to the next level. It could have been easy for them to piggy back their brand image on the quality of their services, instead they decided to innovate. Apple wants to inspire, and they do so through creative and innovative products that help their customer’s dreams come true. They want to show that not only do they “think different” but they want their customers to “think different” as well. Apple’s “Think Different” campaign is a great example of a business developing their brand image from the inside out. By doing so they have guaranteed customer loyalty and brand awareness in a way that not many have.
Another brand known for tugging the heartstrings is Nike that follows Hero arch type. Nike’s main motivation is to make the world a better place through being the best version of themselves. They want to show development, growth, mastery, etc. In 2012 Nike launched their “Find Your Greatness” campaign, which was received incredibly well, and aligns perfectly with their archetype. They showed their audience that their products are for the everyday athlete.
Getting your athletic kick going on can be an intimidating task. Nike made sure to remind their customers that anyone can be an athlete in their own way. Anyone can relate to the struggles that professional athletes have, therefore, their products are designed for everyone to feel accomplished and strong. The everyday athlete needs the right apparel to work out with. Nike provides everyone with the right products for their athletic needs to help them accomplish their personal goals.
They make products that are easily accessible to everyone. With a variety of prices, designs and purposes, the Nike apparel can be worked by just anyone, no matter their age, weight, or social status. Nike’s relatability and sense of belonging created a great brand image for their products. Thanks to this “Find Your Greatness” campaign they outperformed Adidas’ Olympics campaign. All they did was appeal to their customers’ wants and needs of being great and deliver a campaign that demonstrated how their products will help them accomplish this goal. These could be great examples but, they are all massive corporations with incredible budgets. The truth is, it doesn’t matter how big or small your business is, you can still come up with a killer branding strategy.
End point- Brand Strategies can make or break one’s business’ success. While some might think that brand image is mere “fluff” the truth is that, it is what your potential customers first see. Your brand image helps build rapport with your potential new customers and hopefully start a conversation about your services. The success of all of the big names in our society have emerged thanks to a successful brand strategy the process that allows them to connect with their customers on a deeper level. A holistic approach to branding will provide with the right words and images to present to clients. This will eventually lead clients to be loyal to brand not only because of its results but also for its ability to go beyond the norm.
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