successful strategies of global brands: the secrets of branding

In the market, there are brands that can be called legends of the advertising industry, the best brands in the world. Other companies look to them when creating their own strategies, and they influence trends and fashion. Why are these companies special and how did the whole world learn about them?

Branding strategy is part of a brand's larger plan to create a recognizable image for the company. Therefore, it's essential to approach this process thoughtfully, so that every communication feels sincere, as if your close friend or acquaintance is reaching out to you. Let's uncover the secrets of successful brands.

Apple: the ability to present complexity simply

In the future, the company sees itself as a leader in technological inventions. We're not talking about phones and headphones, but about a global goal. Everything ingenious is simple. The brand builds communication with the audience, speaking their language, explaining complex processes through simple images.

How does simplicity manifest itself?

— Naming doesn't carry an amazing creation story. Steve Jobs simply loved apples and didn't like monotony. The fruit became a non-trivial distinguishing mark from competitors.

— Logo is a black, laconic, flat symbol of a bitten apple.

— The website is designed in a restrained black and white color scheme. It avoids additional graphic elements but heavily utilizes high-quality photo content and animation. This approach focuses the buyer's attention on the product and its benefits.

— The packaging is meticulously designed. On the surface, it's simple, but everything inside is crafted to ensure the consumer has a positive user experience.

— The brand holds an annual presentation of new products where it emphasizes their benefits and functionality.

Apple engages in complex development processes, but its communication is simple and concise, building trust and loyalty among consumers. They don't have to understand the intricacies; they simply receive a quality product, and that's the brand's key value.

Starbucks: Creating a Unique Customer Experience

An effective tool is when a brand shows special attention to the consumer, focusing on personalization. The customer becomes the main character, fostering loyalty.

How is a unique experience formed?

— Starbucks was the first to introduce personalized names on cups. This approach became the company's trademark. When receiving such a cup, the customer feels the importance of their individuality. Moreover, on the cup, you can write not only the official name, but also nicknames and aliases requested by the customer, adding friendliness and humor to the company's tone.

— This personalized experience is reflected in the ability to add different ingredients to the drink according to the customer's preferences. This approach creates a unique experience when interacting with the product.

— The company also pays attention to branding its cafes. The interior conveys the atmosphere of the establishment and the spirit of the brand. Each space is individually designed, creating a new experience from visiting the cafe.

The brand shows care for every customer. When choosing a coffee shop, a person has pleasant associations about the service and product, forming a positive and unique experience. This experience makes the customer choose Starbucks coffee.

Nike: Motivation through powerful slogans and imagery

Nike is a successful branding project, a symbol of overcoming and achievement. The brand achieved this perception through its "Hero" archetype, whose traits and character it broadcasts:

— Instinctively seeks to protect and inspire others.

— Strives for change, sacrificing what doesn't work.

— Proves mastery through overcoming.

— Motivates change.

— Wants to leave a mark on the world.

— Doesn't give up in the face of difficulties.

How does the brand motivate its audience?

— Nike's slogan: JUST DO IT is a manifesto to its consumers. The brand motivates people to never give up, to move towards their goals no matter what.

— The key message is reinforced by the brand's actions in the media. For example, the company regularly posts athletes and their results at competitions. It also admires and promotes Paralympians, whose achievements inspire others.

— The company's brand style reflects the qualities of the "Hero" archetype. The slanted font creates a sense of the letters striving upward, just as the brand itself creates an atmosphere of overcoming difficulties and moving forward.

— The advertising creatives are not static either, but always dynamic, revealing different stories of heroes, which further reinforces the company's image.

Through branding tools, the company has become a leader in the sports industry. Nike broadcasts success through the difficult journey of athletes, motivating them to achieve victory.

Coca-Cola: Creating an Emotional Connection with Consumers

Coca-Cola is more than just a beverage. It's a symbol of joy, friendship, celebration, and memories. The company successfully interacts with its consumers, forming a strong emotional bond.

How does the company evoke emotions?

— Coca-Cola skillfully uses nostalgia, humor, and genuine emotions of the characters in the commercials, creating recognizable advertising that reflects the brand's values.

— The brand creates positive associations with happy moments, friendship, holidays, and fun. Remember Santa Claus, one of the key characters in Coca-Cola commercials. There are many different versions of who dressed Santa in a red coat. But his image: appearance, stoutness, white beard, and cheerful squint, is the work of the American artist Haddon Sundblom, who created the familiar Santa Claus at the request of Coca-Cola in 1931. This example of branding shows how strongly the brand has influenced even the cultural code, making Santa's image universally accepted around the world.

— The company actively participates in charitable projects, demonstrating its responsibility and care for society, strengthening trust in the brand. For example, in the run-up to the New Year, the company visits orphanages, hospitals, and rehabilitation centers, increasing the inclusivity of children in society.

The brand is popular and loved by the audience because of its sincerity and emotionality, which are formed through skillful branding.

Airbnb: Building Audience Trust

The brand forms a global community of travelers and hosts united by a common desire for authentic experiences and the spirit of hospitality.

How does the brand build trust in its product?

— At the logo level, the brand conveys the idea that the user can feel at home anywhere, meaning they can trust the company. The logo is a kind of symbol that unites people all over the planet.

— Airbnb actively promotes a review system, allowing travelers and hosts to rate each other and share their experiences. Reviews play a key role in building trust and confidence in making a choice.

— The platform also verifies the profiles and documents of both travelers and hosts, ensuring the safety and reliability of services.

— Airbnb encourages communication between travelers and hosts, creating an atmosphere of friendliness and hospitality. By organizing events and promotions, it brings people from different countries and cultures together.

This approach contributes to the creation of a united positive atmosphere that forms a positive reputation for the company, which means it can be trusted.

The success of Airbnb's strategy is based on human values and trust between the brand and its users.

Common Traits of Successful Brands and Lessons for Your Business

All these branding case studies have one thing in common: attention to their consumer. Each brand creates something unique to increase loyalty to itself. Companies strive to become part of their audience's lives, using emotional triggers and modern approaches.

We offer tips for developing your business:

1. Form sincere communication, don't complicate the interaction with the product: “everything ingenious is simple.”

2. Broadcast a modern approach both in creating the product and promoting it.

3. Form a positive and unique experience from interacting with the product, relying on the target audience profile and brand values.

4. Create an archetype, the key image of the company when developing the brand. Broadcast it at all stages of interaction with the audience through different channels and formats.

5. Form a unified brand concept that influences all of the consumer's senses: sight, hearing, smell, and touch.

6. Think through communication with the audience that will evoke their emotions and shape the mood from interacting with the brand.

7. Strengthen the brand by creating a community. The consumer will become not just a customer, but a loyal supporter of the company and its values.

8. Develop a trusting relationship with the consumer so that they become a regular customer.

When developing the brand for the logistics company Redek, we focused on forming communication through a key slogan and phrases that reflect the company's attitude towards its clients. We didn't overload the brand style with graphic elements, but packaged care for consumers and benefits for them in short and simple phrases: "Your cargo matters," "Mom's tea set."

Cargo became the center of all the identity and advertising messages. We brought descriptions of cargo to the forefront and endowed them with emotional properties to show how important they are to their owners.

The concise sans-serif font looks stable and easily readable, conveying the reliability and security of the company. It’s as if it's saying, “You can trust us,” building an emotional connection with the audience.

So, with the help of concise but emotional identity, we formed communication between the complex sphere of logistics and the audience.

Companies use different approaches and techniques to retain consumers. You can not only turn to agencies and order branding but also collaborate with designers to create the desired atmosphere through interior design. We have highlighted striking examples of branding case studies. It is crucial to monitor and analyze successful projects, extracting valuable insights for your own brand.