One of my favorite articles on Building Brands is this one by Susan Gunelius of KeySplash Creative “Building a Brand Based on Emotions: Love and Belonging“. Love is a universal language that everybody understands & that’s why it turns out to be one of the most powerful Brand Building Strategies.
Unfortunately, most brands that are dedicated to impacting humanity tend NOT to use this powerful strategy. That is why although this brand featured below doesn’t fall directly into the category of brands we work with, we felt the need to feature their new Super Bowl ad as an illustration of a job well done with hopes that other brands can learn something from this spot and apply it in their brand development initiatives.
Budweiser Super Bowl XLVIII Commercial — “Puppy Love”
This spot connects with the audience in such a deep emotional level. Read the comments on the video page and you will see what I mean.
A brand has to be nurtured. It takes time, thought and consistent application. But it does not have to take big budgets. It is a mindset that requires both discipline and passion. It’s about caring for the big picture and the small detail. The Three Cs of Branding should be kept in mind while developing and nurturing your brand.
A brand has been described as “everything you say and everything you do.” A credible brand will always align the way a business behaves with the way it is portrayed. This close connection will ensure that your customer’s instinctive reaction is one of trust and belief in your brand not one of doubt and uncertainty.
A strong brand is based on clearly defined values, that are important to your customers and that differentiate you from your competitors. A clear understanding of these values throughout your business will ensure that they are communicated clearly through “everything you say and everything you do.”
The value of a brand comes through recognition and recognition comes from consistent application of every visible manifestation of your brand, at every ‘touch point’ that your customers experience.