Brand Value & Brand Awarness

Almost anyone’s first answers would be brands by the likes of Apple, Nike, Coca-Cola. The common thread among these brands is that they have become household names. They've achieved it through a combination of smart and persistent advertising, and a signature look and feel of their brands.

At one point each of them chose not to sell a product or even a benefit. They are now selling an experience or even social status. They don’t have the objectively best products in their respective categories. Yet, they've created rich mythology and allure around them. So much so, that they are able to sell inferior, or at least non-superior products at a premium price.

My hypothesis is that each of them has achieved that through the following steps:

• They create powerful mythology or story around them.
• This mythology is sometimes driven by a single prophetic figure, namely Steve Jobs and his achievements. In other cases, multi-million ad campaigns are used. Like in the case of Coca-Cola where we learn to associate the product with satiating innate needs, like joy or family belonging. Coca-Cola’s mythos is so powerfully ingrained in the popular mind so that we overlook the evidence of all the adverse effects on our own health. We are so swayed by Coca-Cola's allure, that we neglect our health, and substitute emotion alone. A set of suggested product benefits that are largely imaginary.
• They have a very distinguishable messaging and design language.
• No mythology works without symbols of faith. In the case of big brands - these symbols are the brand identity, voice, and messaging. You need to look no further than the iconic Nike “swoosh”, and their slogan “Just do it”. They have both transformed into cultural icons, more than just brand attributes. In the case of Apple - Jony Ive’s work in industrial design has been one of the main engines of Apple’s success. Especially with the iPod, iPhone and iPad. Their signature style has a lasting influence on consumer electronics for almost 20 years now.
• They are meticulously consistent in their messaging and design.
• Notice how I called the design language of these mega-brands “distinguishable” and not “good” or “high-quality”. The thing is none of the brands mentioned has the best design or copywriting at all times. Yet they have managed to have a special place in our minds when it comes to their categories. And this is mainly due to the consistency with which we are exposed to them. From physical stores all around the world to advertisements, campaigns, and sponsorships. We can't help but to notice and remember these brands.
• They are not afraid to be innovative. This keeps them relevant.
• Consistency is important, but it can quickly lead to complacency. To avoid that, mega-brands are not afraid to go against the grain. An example of this that comes to mind is the introduction of the first iPhone back in 2007. Apple had made conscious decisions to design a product that is unlike anything else on the market. A combination of a phone, an internet, and media consumption device. One that has no buttons, uses no stylus and is easy to carry wherever we go. And 12 years after that - no one can imagine a world without such devices.

To summarize the traits that separate these powerful brands from the rest is:

• A powerful story to tell, beyond their mere product benefits.
• A set of distinguishable symbols, we can all associate with their brand story.
• Consistency in communicating their story and exposing us to their symbols.
• Ability to reinvent themselves and stay relevant over long periods of time.

These brands are all testaments, of what branding is capable of, when combined with mass exposure. None of these powerful brands has achieved an amount of success without the help of smart, and appropriate brand strategy and identity. This is what makes this discipline so exciting for me to practice to this day.