Every year, major publications like Forbes list down the year’s most valuable brands. Unsurprisingly, this year’s coveted top spot was taken by Apple, which is currently valued at more than $240 billion. While the chances of turning into the next Steve Jobs is difficult, to say the least, it’s not impossible. But more importantly, our brands still make a mark in our particular industry if we do things right, like producing excellent products or using strategic marketing services. Here are some valuable marketing lessons we can learn from the world’s most successful brands and how we can apply them to our businesses or companies today.
Build connections, not just a company.
Apple’s almost cult-like culture might throw some people off, but it’s the same atmosphere that made the brand the most recognizable one in the world and created what is perhaps the most loyal consumer base the world has ever seen. When you compare Samsung consumers’ brand loyalty to that of Apple users, it’s vastly different—even though Samsung products are arguably better than Apple’s, Apple users have a level of loyalty to the brand that users of other phones don’t. This is because Apple was able to cultivate an almost cult-like connection with their audiences. In the same way, we can create a connection with our demographic that doesn’t just focus on making killer products but building a killer brand.
If there’s no market, create one.
It’s difficult to enter an over-saturated market, even harder to enter a shrinking one. This is why Amazon was smart to come up with an e-reader back when not a lot of people were seriously considering it or when it was just a fuzzy concept. Kindle Fire has its imperfections with publishers’ overpricing and privacy guidelines, but there’s no denying that it still dominates as a brand.
Re-invent what’s not working.
There was a time when McDonald’s was blamed for making the United States fat. There may be some level of truth to this sweeping statement. Still, the fast-food giant wasted no time rehabilitating their “low-brow and unhealthy” image by re-branding itself as more health-aware by launching a variety of salads and other healthy options on their menu. McDonald’s really is a lesson on listening to what the consumers are saying, finding the meat in the criticism, and finding ways to counteract those accusations.
Make “customer experience” a priority.
Starbucks, also known as one of the largest if not the largest coffeehouse chain in the world, is widely acknowledged as the main representation of the United States’ coffee culture. When spending time at a coffee shop to work or study was an exception rather than the rule, Starbucks made it their mission to create an excellent coffeehouse experience. Thanks to the brand’s commitment to creating an unforgettable customer experience that they replicated all over the world, Starbucks has a level of ubiquity that other coffeehouse chains can only dream of.
Don’t be afraid to engage the audience’s emotions.
They say content is king, but never more so than in a time like 2020. Nike is a brand known for inspiring greatness in their customers. Who doesn’t know about their “just do it” motto or their ads and commercials featuring some of history’s most iconic athletes donning their shoes and sportswear? Staying consistent and committed to your brand identity—from vision to strategy to content—takes a lot of is key to reaching your growth plan.
If you want your brand to reach new audiences, it’s important to partner with a marketing firm that understands your goals and has the capability and resources to implement your vision.