Lessons on building a business brand from the "giants"

Experience in building corporate brands from "giants"

Harness the power of emotions

Business branding is all about emotions – even when selling industrial machinery, you can still evoke emotions in potential customers, such as the satisfaction of purchasing a trustworthy product Trust and pride in making the right purchasing decision.

Of course, emotions are even more important in B2C products and services. Look at how Coca-Cola built a brand based on the emotions of fun, joy, relaxation and nostalgia with slogans like Drink Coke and Smile, Can't Beat the Feeling, Life Tastes Good, Open happiness or Life starts here.

Or like Nike, from product design to choosing brand ambassadors, they always inspire people. All of Nike's ads urge buyers to stand up, move forward, and not give up. In other words, "Just Do It - Just do it". Nike's ad is an ode to work and victory, inspiring potential buyers to overcome their "lazy side" and live more meaningfully.   

In this same way, Apple is often associated with creativity, while Amazon creates pride for making the right decisions and Heineken aims for empathy.

In addition to building a strong brand identity, we also need to evoke customers' natural emotions to build a lasting emotional connection with the brand. That means, no matter what strategy your business takes, from logo creation to marketing, everything must target customers on a different emotional level, able to arouse their love. towards the brand, driving their desire for the product or giving them a sense of security.

“If you succeed in building your business brand, you will enhance your reputation, increase recognition and have more loyal customers.”

Repeating a consistent message is what makes your brand stick in the minds of customers

Did you know the biggest reason for McDonald's success is their consistency? The same burgers, the same drinks, the same desserts, the same atmosphere, the same cleanliness and convenience regardless of whether the restaurant is in Tokyo, San Francisco or Vietnam. This has been one of the main business drivers of McDonalds since they started. Of course with that consistency comes quality. While McDonald's quality is somewhat controversial, they certainly have consistency.

Or as for Nike, even the signature slogan "Just Do It" remains the same, the product designs and advertising they use have evoked a great feeling in every person for more than 30 years.

Why do these brands promote consistency so much? Firstly, because consistency creates a feeling of familiarity. Consistency from logo, message, font, color to service style... makes them very memorable in the eyes of customers. On the other hand, presenting the same values ​​in the same way to every customer at every step of their experience is a sign of a trustworthy brand. When customers recognize your brand and associate it with positive things, they are more likely to make a purchase and stay interested in your business for the long term.

Make people always remember you

When it comes to building a business brand, the saying “Silence is golden” is no longer true. An important part of branding is presence. In other words, you need to constantly remind people that you exist. Large businesses like Starbucks achieve such great success because they understand the importance of maintaining their presence.

Starbucks has had an online presence for a long time. The company launched its own website in 1998, long before its competitors. And the brand was an early adopter of social media in the 2000s. Not only that, they also use a variety of traditional and digital marketing channels such as TV ads, social networks and direct marketing. displayed via email. In this way, Starbucks ensures that its brand message reaches customers through multiple touchpoints, maximizing visibility and engagement.

If people can't see or hear you, they'll pay attention to your competitors. That's why it's especially important to be a regular presence on social media, especially sending marketing emails. The trick here is to make sure you provide value to the recipient. As proven, deals and coupons are a great way to do that.  

Create quality content

While presence and expanded reach may be important, it is quality content that attracts and engages consumers.

Take furniture retail brand IKEA as an example. Not only are they quick to keep up with the latest trends, but they also have witty captions and concise content that help convey their message in a pleasant and humorous way.

Typically, they have applied a free crib program to babies born exactly 9 months from the date the promotion started. Furthermore, the advertisement released on Valentine's Day, February 14, encourages couples to enjoy the sweetness of the most romantic day of the year.

There are many takeaways from this engaging and fun ad, the most obvious being that creativity in corporate branding doesn't always revolve around complex visual designs or wordplay, which can be about creatively exploiting specific events or occasions.