Building a big brand starts by defining how you want people to look at your company. What characteristics do you want them to associate with your brand?
Below we’ve listed some brand characteristics you can use to build a successful brand.
You don’t have to use them all. Just pick the ones that suit your business and industry the best.
Let’s dive in…
The market thinks that your product has better quality than the alternatives. Bose, for instance, is appreciated for the high-quality sound of their devices.
Quality is also the starting point to build on other brand’s characteristics, like high status.
Chic, elegant, exclusive. And, of course, expensive.
Think luxury brands like Chanel, Louis Vuitton, Hermes, or Rolls Royce.
High status makes users look good in front of their peers.
Apple built an empire upon good design and aesthetics.
Ignore aesthetics, and you’ll lose sales.
Create an “us vs. them” dynamic in your market. Show your audience that you’re in a battle against something, whether it’s a person, a society construct, or another company.
Making political statements can make your brand polarizing, but also get you in the news so people care. Think of Nike’s association with Colin Kaepernick or Chick-Fil-A’s stances on certain social issues.
People will join you and buy from you.
In its early days, Apple represented a rebellious brand. Their main enemy was IBM. Vans is another example of a brand for rebellious individuals.
Pick a subculture, and focus on growing your status in that subculture.
This can be great for brands just starting out, because reaching a smaller subculture community requires fewer resources.
In the end it’s about creating attention, then interest, then desire, then action – the classic AIDA formula that’s been around for decades.
These are just a few tips for getting there.