Why Some Brands Are More Successful

by | Oct 9, 2012 | Advice and Counsel | 57 comments

A smartphone displaying a digital news page on its screen.

by Michael B. Perini, ABC
perini & associates

Ever wonder why some brands are more successful than others?  It really isn’t all that difficult to understand.  What separates the successful brands like, Apple, Ford, Levi, Coca-Cola, Target, USAF, Denver Broncos — I could go on —  is the fact that the all have a strategy for public relations and marketing backed by commitment from leadership and supported through resourcing in both people and dollars for development and production of collateral materials (ads, giveaways, TV commercials, sponsorships, and the like).

Remember, a brand is the sum total of the experience your customers and potential customers have with your company.  A strong brand communicates what your company does, how it does it, and at the same time, establishes trust and credibility with potential customers and current customers.  Your company’s brand is, in many ways, “its personality,”  according to crowdSPRING, the world’s #1 marketplace for entrepreneurs, small business, Brands, no profits and agencies.

In my view, what separates the world’s top brands from you as a small business, startup and local nonprofit is these factors:

1.  Leadership committment.  The vision backed by the authority to conduct a branding campaign.

2.  Resources to meet the marketing strategy. Already mentioned but key.  Yes, you can do things for “FREE” but not all things that will drive your brand forward.

3.  Being able to differentiate from like competitors. In other words, think and thus act differently.

4.  Collaborate with like businesses.  For example, if there are eight tasting rooms for wine in a community, and there is in Woodland Park, CO, then a smart brand recognizes that they are part of a “ecosystem” that surrounds those products and services.  In this case, Colorado wines.  Working together to combine creativity and expertise will broaden the appeal of the brand and bring more consumers which will drive business for all. I am not saying that collaboration will be easy.  It is hard work to find the proper “mix” to ensure the individuality of each business is secure.   Back to crowdSpring for an example on how Levi’s collaboration with Water.org highlighted water conversation efforts.

Want a strong brand?  Then use these tips to get started.  Call us if you need assistance.

57 Comments

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