There are – and have always existed – leading brands, i.e., those brands that recall a specific product and have made it universal for the whole planet. To the detriment of those competitors with better quality proposals. Coca-Cola is undoubtedly one of them. Think about it: What do you ask for when you go to a pizzeria? A Coke, not a Pepsi-Cola. Then if there is the second, you drink it all the same because the difference between the two is objectively imperceptible, but your intention is undoubtedly to drink cola. We have publicly identified it as “Coke.”
How did all this happen, and how did this process happen? Simple, Coca-Cola has entered people’s heads, and they perceive it as a drink, not as a brand, so cola is Coca-Cola, not Pepsi-Cola. Of course, it took millions of dollars of investments and tens of years for a similar result (chapeau!) But its market, at the time, was not even so saturated with competition, and the general economic situation was undoubtedly different from the current one. However, this for a competitor should not be interpreted as a synonym for failure, indeed, PepsiCo’s problems. Still, the latter will always be “second” on the consumer’s lips. Therefore, every approach must be reviewed.
What Is A Brand
Creating a brand is more than just designing a logo and developing a catchy slogan.
Instead, it consists of designing the combination of potential customer experiences with your business at each touchpoint. Every thought, impression, site visit, story, sales page, social post, event, phone call, or transaction you make with a customer or potential customer affects your brand reputation.
Can You Become A Brand Leader?
I think not, to date. At least your brand can’t identify itself on the market in a new segment.
And emerging is hard for anyone because if we could easily invent product ranges such as iPods, tablets, SUVs, and energy drinks, we certainly wouldn’t be here talking about brand perception. So what to do to enter today’s market and make people notice you? Nothing is free. Therefore, put yourself in the order of the ideas we need to draw from portfolios: qualified and targeted investments will be required. The cartridges that can be fired are limited for everyone, and to attract the attention of your target audience (and not the mass), you need to act with an order, rules, and patience.
The Procedure
Leaving aside topics such as the business plan, here are my tips for you:
- Identification of the product/service and the brand in a reference product sector
- Identification of competitors and sacred listening of how they are working (yesterday and today)
- Determination of a short-term goal and identification of a medium-long-term goal
- Identification of a budget for advertising promotion
- Identification of the communication channels on which to share and show our web presence
- Development of the communication strategy
- Setting up and preparation of the various collaborators for each communication section
What Is Your Opinion?
My experience dictates this, and I hope it will be helpful to everyone: companies, professionals, agencies, and freelancers. Now, however, let’s open the debate. I want to read your ideas: do you think it is objectively possible, nowadays, to undermine a leading brand from its pedestal? If so, what do you think would be a good strategy?
Also Read: The Tone Of Voice: How Do You Choose The Right One For Your Brand?
