What Sets certain Brands Apart
Some brands are able to tap into our core, make us feel a certain emotion, strike a certain chord. The best brands alter our perception of the world, making us look at things in a slightly different way. So, why do some companies achieve this, and others don’t?
Let’s take a deeper look. Take Red Bull – not just a caffeinated drink but a brand that promotes the concept of challenging what is humanly possible. For years there have been adverts about how Red Bull gives you wings – but it’s the message behind the slogan that people bought into it.
Content created by Redbull showcases magnificent scenes of extreme sportsmen showing us that we can make the impossible, possible. In this advert the narrator says, ‘Find your line and go beyond it.’ A powerful concept that inspires the individual to challenge and explore oneself and our supposed limits. He then goes on to say, ‘The only limit is the one you set yourself.’
Tip: While you may not have the budget to create this kind of content, try not to define your brand by what you make but rather what you make happen.
Brands with conscious – be open about the causes you believe in
Is there a cause you passionately believe in? Try to make an emotional connection with your audience, help them to understand what it is that drives and inspires your brand. This way they’ll buy into your greater purpose rather than just your product. Get inspired by the this awesome video from Bombas socks. You can also try to engage your audience by involving them. Look at Airbnb. People were inspired by the message of adventure and transformation in this innovative concept and advert.
Here are a few things to consider when establishing your brand vision or idea.
The importance of clear messaging:
If you want people to understand what you do and why they should choose you, it all needs to be clear in your message. How you come across and how you explain what you do, has a massive influence on a potential consumer’s buying decision. Your message helps you stand out from the crowd and be heard, seen and understood in this overloaded modern world of information. With brand messaging you can show your personality, show how you are different and what is great about your business. Messaging is all about trying to connect with your target audience, so don’t be afraid to incorporate some of your own life experience into your messaging.
Knowing who you are and who you are not:
You need to establish clarity on your purpose, positioning, personality and proposition – build a brand that portrays your identity to its audience. In other words, let your identity be the selling point for your products or services. This is what people buy into – it’s what makes you unique. Unfortunately, there’s bound to be another company that offers the same thing as you in a physical sense and that is why you need to illustrate who you are. Don’t get lost in the crowd. Don’t try to be something you’re not. Find your niche and stick to it, build upon it. We are drawn to people, brands and companies that resonate with who we are.
The golden circle by Simon Sinek:
One of the most inspiring and impactful talks that will change the way you look at brands is a TED talk by Simon Sinek. He takes some of our most crucial thought processes apart and explains how we react to certain things from a biological perspective. He explains why certain leaders and organisations have achieved a much deeper level of influence than their competitors, using Apple as an example. Explaining how the brain operates when buying into a certain idea or product, and how brands can get their audience to ‘believe what the brand believes in’. The difference is that these definitive and influential companies think, act and communicate from the inside out. It all starts with why.