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We live in a world crowded by capitalism and dominated by consumer culture, so it is difficult to have a successful brand and business in a competitive market where other brands may have a target audience like yours and similar products or services.

There is no fixed and concrete answer to what makes a good brand since there are so many in the market, and most have used different techniques and branding strategies to stand out because the same thing would not work for all of them. Yet, there are crucial elements you’ll need to have in mind to create a firm foundation for a strong brand.

Targeting your audience

There is always this awkward silence when you establish a conversation with someone you don’t know because you are barely familiar with each other and still don’t know their interests.

Sounds familiar?

If you don’t know who you’re talking to, you won’t know how to approach them, the language they use to communicate, through which channels they acquire information, their lifestyle, and many more aspects of their lives that you need to know for successful demographic segmentation.

Through a demographic segmentation, you will have almost every aspect of your target’s life spread out for you, and having this knowledge; you will know the tools you’ll need to use to reach them and their attention.

If you want to know about this market segmentation, here’s a guide on what it is and how to do it.

Building a strong visual identity

The human being is an individual carried away by sight. Approximately 90% of the information that the brain retains is visual. For this reason, your brand image is vital since it will make you easily distinguishable from others at a glance.

A visual identity represents your brand message and what it means to your audience through graphic elements like colors, figures, etc.

More than just a brand logo, a visual identity involves graphic elements thought strategically like colors, figures, etc., so they match in a cohesive way with what you want your brand to represent.

Engaging with your public

Nobody likes communicating with somebody who talks, talks, talks about themselves, and never gives you a chance to engage and be involved in the conversation, am I right?

The same happens when you communicate your brand’s content through different marketing channels like social media. You could use its interactive self to include your audience in the convo and make them feel part of the brand as you create an emotional connection with them as well.

Netflix is a brand that has mastered the area because through each post and content they publish on networks, they encourage the opinion and responses of their audience with different CTAs. Besides, they use a language that adapts to the public as if they were another friend discussing a new movie or series.

Being consistent

It’s not worth it to launch a campaign to build a brand and reach your potential customers if you’re going to stop once you get brand recognition. That’s not how things work at all.

Coca-Cola is par excellence, a brand recognized even in the most remote places, and is a clear example of good brand management. They worked on the brand from its inception until it reached a point where just hearing the sound of opening a bottle and the gas reminds you of drinking Coca-Cola.

That is not a casualty; it is a well-payed neuromarketing strategy.

They could apply it because of how long they have been on the market, launching campaigns, commercials, and publicity with subliminal messages and well-thought content that sells a brand experience more than the product itself.

With consistency, you will be able to create stability within the market and your audience, which will help them empathize and get more familiar with your brand over time.

Coca-Cola vs. Pepsi

These two are like McGregor and Mayweather in the heavyweight championship of cola. Both are great competitors at what they do best but have different approaches.

Let us remember that fight in 2017 when McGregor lost simply because he wasn’t in his zone; he’s not a boxer. He’s an MMA fighter! However, if the tables turned, McGregor could have taken him to the floor and won.

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This happens when you don’t follow the previous steps we mentioned when building your brand.

When Coca-Cola and Pepsi realized they sold almost the same product, they knew they couldn’t look for the same target audience and had to differentiate their messages to set them apart. This is what a great brand does!

On the one hand, Coca-Cola looks for an older audience. It sells the experience of family gatherings, Christmas reunions, Thanksgiving dinners, and how the sound of happiness can’t miss on your table.

On the other hand, Pepsi quickly took a more juvenile approach and reached a younger audience. Remember that iconic crossover with Beyoncé, Pink, Britney Spears, Enrique Iglesias, and Pitbull with Queen’s song? Their message conveys fun moments, a life full of adrenaline, and living your day like the last.

Even in the graphic part, Coca-Cola chose red, and Pepsi went for blue as a total opposite. There is no way you could mix the colors with these two, and not even with other brands, because they licensed the exact tones so that no one but them can use them.

Let us help you get there

It is not an easy journey to reach the previous titans’ levels. It takes a big team with excellent knowledge and a constant study of the market and your audience to create content that makes them engage and prefer your product or service at the end of the day.

Inspiral Growth aims to connect great brands with their desired audience. You have a voice, a purpose, and a great product; let us all hear it.

If you want to know more about how we can help you skyrocket your brand through social media, growth hacking, and many more strategies, look through our web and explore the different services we can offer you.

Get in touch with the Inspiral team, and let’s travel this successful branding journey together.