Creativity and Continuity Crush it When it Comes to Brand Strategy
Branding, when done well, creates a strong presence and a lasting impression on consumers. Whether it’s witty or emotionally driven, strategic branding needs to be consistent, creative, and unique. These companies show the power of great branding, through use of voice, consumer connection, and social media prowess.
Poo-Pourri: Creativity in Voice
Developing a unique voice for your company will create a personality for your product or image. A strong voice will stay with the consumer long after the commercials have ended, and may even prompt them to share your company within their circles.
“Yes, it’s a real product!”
Taking something that is usually so, well, gross, and putting a fresh spin on it, the brand wizards at Poo-Pourri not only remove the shame from the act, they make it seem almost downright glamourous. From the commercials, to their site, and even to their newsletter, Poo-Pourri knows the value of a strong, consistent voice and maintains it across all facets of their marketing.
Coca Cola and the Sharing Can: Emotional Connections
Coca-Cola has long been known for its marketing campaigns, and although they’ve been around for more than 125 years, they continue their reign on the forefront of the advertising field. Creating and marketing new and innovative ways to reach consumers, everything they do remains solidly under the umbrella of what the Coke brand is known for.
Starting a cultural phenomenon in the form of a viral marketing campaign is something that most brands nowadays strive for; its scope is far reaching, it uses the consumer as a marketing tool, and well, it’s fun. Such was the case with the Sharing campaign that Coke started earlier this year. Putting some of the most popular names and nicknames on its cans, Coke allowed consumers to have a personal experience with the product, who then clamored to share it across social media. By bringing it down to a person-by-person level, Coca-Cola once again struck gold for their brand.
JustFab: Social Media Mavens
While much is always made about social media and its importance as a marketing tool, getting it just right can be harder than you think. Brand consistency is important here, as you’ll be reaching your audience across a variety of platforms like Facebook, Pinterest, Twitter, and Tumblr. When a customer clicks your YouTube link from your website, they need to see the same art and hear the same voice to maintain a connection with your brand.
JustFab.com just gets it. They know who their target audience is, and they know which of the social media sites their customers are most likely on. By regularly using Twitter, Pinterest and Facebook, JustFab’s community managers develop an almost one-on-one rapport with customers, making for a personalized and attentive experience. Because they also maintain a strong voice and aesthetic across all social media platforms, they’ve created a strong and unique presence among their customers and followers.
