What brands do you like, and more importantly, why do you like them?
Do you wear:
π Eddie Bauer
π Nautica
π Fila
π iZod
π Canada Goose
π Lacoste
π Coach
π Timberland
π Columbia
I see these brands in malls and street shops, but never think to go in and look at what they have.
The reason is that none of them speak to me and my lifestyle.
If you’re like me, you are loyal to certain brands and couldn’t care less about others.
The aforementioned brands have done a good job building their brand for those who love them.
Based on my limited perception…
π Eddie Bauer is for the outdoor enthusiast
π Nautica is for the sailing crowd
π Fila is for those who play tennis
The fact that I can go down that list and tell you, on some level, what the brand is about is a testament to the power of branding.
So, if you want to build a long-lasting brand, decide who is your target consumer, figure out what they value, and build a story around those values.
This will come through in your product & package design, craftsmanship, imagery, copy, associations, partnerships, campaigns, materials, mission, slogan, social media & content, and so on.
This is how you build a company that lasts.