Who are the Best Brands in the World?
In my opinion, you have to define the word BEST – I think it can be subjective. Most recognized? Widest appeal? Most valuable if you were to sell the brand? Greatest Goodwill? Most respected?
CNBC released these Best Brands in the World in March 2011 Top 3: Google, Microsoft, Wal-Mart.
Interbrand issued a report on the best Retail Brands for 2011. Top 3: Wal-Mart, Target, The Home Depot.
We have all seen similar reports. But what does that mean to us, the marketing and branding managers who are trying to build brand awareness and market our company, its products and services to our target market?
Let’s take a look…
Besides being huge consumer brands, what actually makes these brands great? I think that they all have:
- Consistency – They are not changing things constantly, but layering.
- Strong positioning – You KNOW what they stand for.
- Frequency of communication – the brand uses traditional and nontraditional marketing, advertising, PR and promotion
- Clarity of focus – They know their target market and keep that in the forefront.
- Exclusivity – the brand does NOT try to be all things to everyone.
When you are building your brand, what lessons can you learn from the “biggest and the best” brands?
- Do you have a style guide? If so do you share it with everyone on your team?
- Do you have a consistent communication message to your focused target market? If so, write it down, right now, in an email to yourself. Oh yeah, and attach the style guide in that email.
- Is your brand exclusive? Who do you exclude? And who are included? Add that to your email and hit send.
You don’t need to send me your email, but if you’re able to do this, just pop a comment below and let me know.