A Fresh Brand Adds to the Company Bottom Line
Keeping your brand fresh is imperative, regardless of the industry or size of your business. Your brand tells your story and influences audiences to try your product or service. And happy people are not going anywhere. They are going to stick with you for the long haul. Your story communicates so many things to a person in a variety of ways, including excitement, energy and reputation. Branding has a great many facets to it, and you have to make sure that you pay particular attention to each one.
In order to keep your audience connected and engaged, we must identify your brand touch-points and keep them fresh. Let’s take a look at iconic Coca Cola, which has been recognized for being an advertising leader. They have continued to reinvent their brand throughout the years with new campaigns and ideas. They are part of American culture. Remember the diet coke ads of the 80s, the return of the Santa Claus and polar bear ads of the 90s and the millennium brought us the ‘Open Happiness’ campaign? Although Coke and their red and blue competitor both try to market cola as a part of life-style, Coca Cola consistently uses a classical appeal, most likely to leverage their rich history as the standard for cola beverages. And, it works because they are the market leader and continue to be year after year.
Part of their success is due to the fact that there is consistency and freshness in their messaging. Coca Cola continues to outspend Pepsi in advertising – about double in fact ($2B vs. $1.1B), but also generates nearly double the revenue ($11.8B vs. $6.3B). That is quite a return on investment. And keeping that brand fresh keeps customers connected, clearly with purchasing power, but also in customer loyalty. Coca Cola has more than three times the social media fans as Pepsi. @CocaCola Twitter followers top 2.81M and 92.6M Facebook total page likes.
You too can be a Coca Cola. Believe it or not, their humble beginnings date back to 1886 born in a tiny pharmacy. Today, it is one of the most loved brands. Why? Because it continues to consistently provide a fresh brand experience to audiences. All businesses, regardless of size, need a fresh brand (at least all businesses who want to establish a loyal following and we think that’s everyone!).
Regardless of your business size, the concept is the same. We know you’re not a Coca Cola, and maybe you have no desire to be a global leader in your industry. But we are willing to bet you’d like to attract an audience and see a healthy increase in your bottom line! Even small steps can achieve monumental results. We articulately plan and engage all facets of your branding campaign regardless of your employee count or advertising budget. Helping you tell your story and engage people interested in your company is key. Like the Coca Cola example, there is a clear return on investment. Engaged audiences buy your product, likely share their experience (i.e. social media), and come back to buy again.
Re-branding has a very positive snowball effect! I’ve seen it work so many times within the 28 years in business. The change can increase your revenue. Increase your customer loyalty. A fresh brand adds to the bottom line!
Silva Devarj
Owner, Brand Strategist
