Create Brand Association For Long Term Success
A brand is an aspect that differentiates a business from its competitors. It could be a logo, name, term, symbol or their design language. All of these together form the brand identity of a business.
Many marketers focus on creating a great brand identity but forget how to build a brand image. The difference between brand identity and brand image is quite simple. Brand identity is created by the business itself, whereas the brand image is what the general consumer thinks about you.
Now I know what you are thinking, how can a business control what people think about them? This is where the brand association comes into play.
Brand association refers to anything that creates a deep impact on the consumer’s mind about your products or services. It is the ability to associate your business with something universally relatable, generally a good feeling.
This might not seem very effective at first but tends to have a long-term effect. The more the consumer is exposed to a certain kind of messaging the more he or she can retain it in the back of their minds. The result of this is that consumers subconsciously choose products that they have been exposed to continuously with the right kind of communication.
A great example of a successful brand association with great marketing campaigns is the CocaCola company.
CocaCola Marketing Strategy
The Coca-Cola Company is one of the most recognised companies in the world. The control more than half the global market in carbonated soft drinks as well as a large segment of the non-carbonated segment. As per their most recent annual report from 2016, Coca-Cola’s net operating revenue amounted to 41.86 billion U.S. dollars. Out of this amount, approximately 10% was used for advertising and marketing campaigns. Just imagine! A budget of 4 billion dollars was spent on ad campaigns and varied marketing tactics across different geographical locations.
So what is the CocaCola brand built upon that makes it so successful?
Here’s the secret!
‘The CocaCola company has become a master of training our brains to associate the brand with non-concrete conceptions.’ Be it happiness, relaxation, friends, love, smiles, the joy of sharing, etc. Throughout all their marketing campaigns, they have always focused on evoking a certain feeling out of the consumer and connect it to the product, rather than just outright telling how good the product is. Rather than trying to sell a drink, they try to sell an abstract positive concept such as happiness, family, and sharing.
Take a look at the 2015 Christmas marketing campaign below.
The above campaign is a great example of how the company connected the spirit of Christmas and joy of gifting to the CocaCola brand. When the people chose a free coke or decided to share a gift it led to happiness and smiles on their faces. Seeing the ballon leave the machine with a gift is a fabulous moment; Something that you don’t witness every day. When you receive the gift, you see the Coca-Cola logo and a wonderfully written quote saying, “Someone special has shared this with you. Keep spreading the joy.”
‘Share A Coke’ Campaign
Another great campaign and an all-time hit was the ‘Share a Coke’ campaign designed by Ogilvy & Mather for the Coca-Cola company. This is one of the company’s oldest and one of their most successful marketing campaigns.
The campaign was quite simple. They replaced the company logo on one side of the packaging to ‘Share a Coke with’ followed by a common name, such as Julia, Bobby, Zack, etc. The campaign uses a list of 250 of the most popular names depending on the region. It aims to have people go out and find a bottle with their name on it, then share it with their friends. It started in Australia in 2011 and with its success quickly spread all around the world. This campaign created a lot of hype and drove the conversation about the brand in a positive direction.
There is no doubt that Coca-Cola is a master when it comes to creating brand association. With amazing marketing campaigns, the company has created a fabulous brand image and worldwide recognition for themselves over time.
To be able to build such association takes consistent effort with consistent messaging/communication and most of all patience. Looking to create a valuable persona for your brand? Check out the BrandzGarage website and all the services we offer including Technology, Design and Marketing.