I analyse marketing techniques on a day-to-day basis, looking at the figures, methods, and messaging to see what works and why and then working out how to do it again but better. One thing that’s harder to understand is branding, brand loyalty is something incredibly interesting to me because there’s no real recipe for success here but I wanted to take some time out to look at successful companies and explain how businesses can benefit in sales.
There are loads of successful brands, but there are only some that have become successful that they are now household names and most of the time people don’t even realise.
Some great examples of household names are Hoover in place of Vacuum, you don’t use a search engine, you just Google it, Coca Cola pops up in restaurants and is most noticed when Pepsi will have to do, and Jacuzzi, because every Jacuzzi is a hot tub but not every hot tub is a Jacuzzi.
So what made these household names? There are a number of things that are involved with making a brand stick like this, most of these got it because they were the first and being the first helps a lot. Other times it is because their product was the best, Google wasn’t the first search engine but it was better than the others at the time (sorry Jeeves). Coca Cola was the first and has had near enough the same logo since 1886 – this is something that plays a massive part in them being a staple which I’ll go into later.
Usually completely by accident or because it is used frequently enough to get stuck as the go-to word. Google is an interesting case because they weren’t the first search engine but they were the one that became so mainstream that they became the be-all and end-all of search.
Coca Cola, popularly known as Coke, became a household name purely because of its longevity and usefulness. Starting off as medicine when it formed in 1886 and becoming a soft drink in about 1892. The logo has been unchanged since that day and its trademark red has become synonymous with the cans throughout the ages.
There is no real answer here, but you either need to be so good you become the best in the field or you need to be first. Usually if you are first to the game, you tend to become the best in the game unless someone changes the game. Google did this to search engines but no one has really challenged the soft drink status quo.
A brand is a company identity and is more than just a logo, and in short, it is the single most important thing to your organisation and usually encompasses everything your business stands for and includes things like tone of voice, colour palette, ethics, and much more.
Strict branding ensures that your product is more likely to become a household name. Uniformity is also important because it builds trust, which in turn builds word of mouth marketing and this is where you start to see household names come into play.
Coca Cola is a great example of uniformity in branding growing trusting customers. The brand around Coke has grown since 1886, it has been exactly the same all those years which has given it uniformity and built it into the brand we know and love today.
Colgate is another company that I like to use as an example of uniformity and growing trust, they have had the signature red colour since their launch and now a lot of people use their toothpaste because their parents did – loyalty goes through families.
If your brand is good, you gain trust and if you are trusted across your market then you immediately bring in sales. A good brand ensures your word of mouth marketing increases, it’s exactly how Google grew to become the biggest search engine in the world.
With word of mouth you can start to grow your other brand awareness methods, which makes getting your logo and name stuck in peoples head as the go-to brand for that service more likely. In Sales and Marketing we run on the “three points of contact”, where you need to be in touch with a consumer or lead at least three times before they convert. Word of Mouth marketing automatically ticks off your first point of contact and you don’t need to lift a finger.
Word of Mouth marketing is built on evangelists. Marketing thrives of building evangelists in their customer base because that is where your word of mouth marketing comes from, priming new leads and prospects.
Evangelists? They are built because of a good brand and it’s the secret sauce of every successful brand out there.