3 steps to keeping your branding simple
Coca-Cola is currently defined as one of the world’s top 5 brands based upon identifying a brand personality that resonates with their consumers. But when all is said and done Coca-Cola manufacture syrup, that’s all, just syrup. Yet the brand is known throughout the world; and why? Because they kept it simple, stupid! Complexity is the enemy – Phil Armstrong Creative has more than 25 years’ experience of keeping branding simple by:
1. Being user friendly
Even if the products themselves are complex, smart companies portray them simply and effectively as being user friendly. It is all about your target audience and what they want – if you think like them, it’s easier to sell to them.
2. Driving engagement
In the ever-changing world, social media has vastly grown. Let’s be honest, you can’t escape Facebook, Twitter, Pinterest, Instagram and so on, so why try? Embrace social media and use it to your best advantage. Keep abreast of the latest social media trends and engage with your consumers’ style preferences and respond accordingly – appeal to their interests.
3. Staying consistent
Despite being over 126 years old and having 90% brand awareness, Coca-Cola continuously engage in opportunities to promote their products and relate to the consumer. From advertisements and sponsorship of major events to the nostalgic Christmas advert, Coca-Cola stays relevant but always resonates their core message: fun, freedom and refreshment. Your brand must remain constant regardless of the platform, be it traditional or digital – once you have a winning formula, stick to it.
About the author:Phil Armstrong is an award-winning Art Director and Designer with over 25 years experience in brand design, marketing and advertising. He works directly or through design and advertising agencies for clients and brands throughout the world and can be reached or commissioned by clicking here.
