November 27, 2017
When you consider your favorite products in the marketplace, branding may have a lot to do with which ones you choose to purchase. According to a report by LinkedIn, 80 percent of consumers are like to evaluate a solution from a brand they follow on social media. With giants such as Google, Coca-Cola, Nike, and Red Bull leading the charge, having a strong brand can garner you customers and increase your overall market share.
We asked 15 entrepreneurs from YEC to list several companies knocking it out of the park with their brand recognition. Here is what they came up with:
Amazon has a great brand that is focused on streamlining logistics for faster shipments. They are focused on innovation and increasing conversions on their site. For example, the introduction of the “one-click” checkout button has helped them increase sales and continue to crush the competition.
– Jared Atchison, WPForms
Apple turned the cell phone into a multipurpose product. For the first time ever you could browse the internet, read books, and listen to music all the same time from a handheld device. They then pioneered turning a multifunctional, minimalist electronic device into a luxury good.
– Syed Balkhi, OptinMonster
I love BMW motorcycles and how they show their brand. The imagery always sells you on what you want life to be like and has a very “cool” and aspirational aspect to it. From their emails to in-store merchandise and BMW Motorcycles of America club, they do a great job of maintaining a consistent look and engaging their users.
– Brandon Dempsey, goBRANDgo!
Coca-Cola's brand represents the height of what's possible with sound strategic branding applied over many, many years. The Coke brand represents a feeling, a state of mind. It's a brand so much bigger than its product. Coke has won the hearts and minds of so many by being in our lives since we were born. They've steadfastly invested in brilliant creative combined with huge media buys.
– Robby Berthume, Bull & Beard
Leica has maintained a successful brand for nearly a century. What I admire is that, much like Apple, Leica's branding isn't hollow. Many brands overpromise: They market a product far superior to the product they actually provide. Leica focuses on building the best possible cameras for their segment of the market, and so their marketing doesn't need to hype and overpromise.
– Justin Blanchard, ServerMania Inc.
While Apple may have led the branding game for the past decade or so, Microsoft is getting ahead. Their approach to products and customers and their new strategy of offering true creative solutions for designers and developers have led to a truly exemplary portfolio of products, applications, and services. What they lack in market share, they make up for with their exceptional branding.
– Blair Thomas, eMerchantBroker
Besides having an iconic logo, Nike embraces a particular ethos — that is, “If you have a body, you are an athlete.” The branding power of Nike stems from its ability to connect to the “everyday athlete;” its focus is on ordinary people who aren't superstars, but are trying their best.
– Reuben Yonatan, GetVoIP
While not everyone may love Oreos, I challenge you to find one person who doesn't like the brand. With a product sometimes deemed unhealthy, you'd think the company would have to change things or innovate to coincide with the modern healthy dietary push… but nope. Oreo has a great Twitter presence, as it uses unique artwork, digital overlays, and one-of-a-kind celebrity appearances — it's constant branding perfection.
– Bryce Welker, Crush The CPA Exam
— Oreo Cookie (@Oreo) October 20, 2017
You never own it, you just keep it for the next generation. Patek Philippe has captured the timelessness of timepieces. By committing to quality, craftsmanship, generations of wearers, there is no urgency whatsoever to purchase a timepiece. This is an excellent time to brand yourself without urgency, but with exclusivity. You can get anything you want almost instantly, but can you have access to a watch?
– Matthew Capala, Search Decoder
Red Bull's content marketing initiatives are absolutely stunning and have created a strong correlation with an adventurous lifestyle and the brand. Few brands can define a way of life like Red Bull does with their videos, social posts, and participation in marketing events. Their efforts are creative, innovative, and have truly penetrated into consumers' psyche.
– Marcela De Vivo, Brilliance
Chasing the Bull. Where will your wings take you this weekend? pic.twitter.com/q9CkGKYUSP
— Red Bull (@redbull) November 17, 2017
I've been extremely impressed with Sephora. They were one of the first to launch a conversational makeup tutorial bot on Kik, a popular teenage messaging app. They then followed with augmented reality tools to help consumers “try on” different lipstick shades and makeup products. They've always been at the forefront to innovate with technologies and marketing strategies.
– Adelyn Zhou, TOPBOTS
When you think about coffee culture in this country, and globally for that matter, the first name that comes to mind is Starbucks. They've done an amazing job saturating the market, creating a language and brand around their offerings. It's a part of popular culture and referenced regularly on TV, in books, and in films.
– Rachel Beider, Massage Greenpoint
Target has the best branding. Consumers recognize the bullseye symbol immediately. Their commercials and marketing strategies instantly get attention and consumers know they offer great quality products at low prices every day. Once you've reached a status level where you can communicate with your logo only (like Nike and Apple), you've reached the ultimate level of branding.
– Ashley Harris, LoveBug Probiotics
Tesla is winning the branding game in every possible way when compared to any competitor in either the car or energy spaces. From the CEO on down, Tesla has made a point of clearly establishing themselves as the better option. More visionary CEO, better for the environment, more reliable, more desirable, more advanced technology, etc. On each front, Tesla clearly states and reinforces the brand.
– Brennan White, Cortex
Walmart isn't the sexiest brand, but there is no doubt that customers know what they'll get from the store: everyday low prices. It's not about selection, or cool gadgets or hot new styles. You just know that you're going to get the best price you can possibly get.
– Aaron Schwartz, Modify Watches
Read more information on personal branding strategies on TechCo
The answers above are provided by members of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world's most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses.
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