What Great Brands Do Summary

“Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos. But what does it really take to build a brand that's unforgettable and impactful?

1. A Brand Shapes Every Aspect of a Business

A brand isn’t just a logo or a slogan; it’s the very personality of a business. It represents the emotions, values, and experiences that customers associate with a company. Building a great brand means embedding this personality into every action and decision the company makes. Companies like Nike and Starbucks have mastered this by ensuring their brand isn’t just superficial, but an ingrained aspect of their operations.

Customers form relationships with brands based on emotions, not just rationality. For instance, people don’t buy a Starbucks coffee merely for the drink; they buy the experience – the cozy ambiance, smiling baristas, and the background music. People want to feel something when interacting with a brand, and successful companies harness this emotional connection to foster loyalty.

Having a strong brand also influences internal decision-making. It serves as a compass for businesses. Starbucks, for example, wouldn’t risk compromising their customer experience by cutting costs on furniture, knowing that this move would conflict with the brand they’ve cultivated.

Examples

• Starbucks leans on sensory experiences, from smells to smiles, to uphold its brand.
• Nike’s “Just Do It” campaign aligns with the brand ethos of challenge and determination.
• Vivaldi Partners’ research showed customers are willing to spend more on branded products they emotionally connect with.

2. Corporate Culture and Brand Must Align

The foundation of a strong brand lies in internal alignment – a corporate culture that embodies the brand’s values. Employees, partners, and even suppliers must consistently reflect what the brand stands for. Misalignment leads to a weakened connection between the brand and the customer.

If a brand’s core values act as a beam of light shining into the market, any internal discrepancies distort that light. To prevent this, companies should train their employees and stakeholders to understand the brand’s meaning and significance. One effective way to do this is through tools like brand engagement sessions. These sessions educate employees about how their everyday work aligns with the company's values.

Starbucks provides a compelling example. The company organized “brand engagement sessions” where managers followed the journey of a coffee bean from farm to cup. This immersive experience taught employees how Starbucks’ values influence everything – from sourcing beans ethically to creating a warm in-store atmosphere.

Examples

• Starbucks used brand engagement sessions to teach employees about ethical sourcing.
• A brand toolbox strengthens employee understanding, with resources showcasing core values.
• Misaligned actions, like disgruntled customer service, tarnish brand perception dramatically.

3. Emotional Connection Wins Over Product Features

Nike's “Just Do It” campaign didn’t focus on talking about their shoes or apparel. Instead, it focused on emotions, ambition, and stories of triumph. This emotional messaging became iconic because it mirrored the values of determination and grit that customers and athletes identify with.

Customers want to emotionally identify with brands. Instead of merely pitching features, brands like Pampers used empathic research to connect with mothers deeply. Pampers discovered that sleep, not diaper dryness, was the top concern for moms. By creating sleep-friendly diapers and marketing them with empathy, the brand revived customer interest and trust.

Building emotional connections requires companies to step into their customers’ shoes. By asking customers about their experiences and emotions, businesses can understand and cater to their needs in a meaningful way.

Examples

• Nike’s “Just Do It” inspired even non-athletes to feel empowered in their personal journeys.
• Pampers improved diapers to address parental concerns over babies’ sleep quality.
• Emotional messaging converts casual customers into lifelong advocates.

4. Set Trends, Don’t Follow Them

Iconic brands lead. They challenge conventions in their industries instead of chasing fleeting trends. For example, Chipotle built its strategy against the fast-food industry’s norms; instead of cutting costs with cheap ingredients, they emphasized quality and ethical sourcing.

Following competitors fosters comparisons instead of differentiation. Hyundai, for example, is often seen as a cheaper alternative to Lexus rather than an innovative brand in its own right. Meanwhile, industry leaders like Starbucks created a “third place” concept, where people feel connected and relaxed, anticipating the social isolation trends that emerged in modern lifestyles.

Long-term success comes from standing apart. Building unique offerings or innovative ideas transforms brands into trendsetters and industry leaders.

Examples

• Chipotle succeeded by emphasizing high-quality ingredients over low prices.
• Starbucks innovated with its “third place” concept, anticipating societal isolation.
• Hyundai struggles with the perception of being a “cheaper Lexus” instead of a leader.

5. Don’t Try to Please Everyone

A great brand confidently targets specific audiences rather than trying to appeal to everyone. Trying to please too many people dilutes personality and alienates loyal customers who connect with your core values.

Red Bull’s rise demonstrates this. The company didn’t aim for universal appeal. Instead, it embraced controversies, such as the rumor that it was an unsafe drink, because college students – their key demographic – found this reputation thrilling. By polarizing opinions, they solidified their cultural relevance among the groups they cared about the most.

Brands need to stick to their true self and recognize that it’s okay to have detractors. Attempting to satisfy everyone leads to “bland” brands that lack character and adventure.

Examples

• Red Bull thrived by being adored by students while alienating authority figures.
• Needs-based segmentation helped snack brands craft “morning pump-up” products targeted to health-conscious audiences.
• Apple focuses on quality-conscious users, embracing its premium image.

6. Upholding Values Trumps Chasing Growth

Chasing rapid expansion often dilutes the values that made a brand successful. Krispy Kreme learned this lesson the hard way when it expanded by selling doughnuts in places like gas stations. This shortcut for growth undermined the brand’s premium and sensory reputation, leading to a steep decline.

To succeed, companies must remain loyal to their core ideology, even when facing enticing opportunities. Your brand’s foundation – the original purpose of your founders – should guide decisions. Straying too far from the “why” of your company’s existence damages customer trust.

Smart brands focus on growth opportunities that align with their true purpose, even if this means saying no to quick wins.

Examples

• Krispy Kreme eroded its brand value by chasing shelf-placement growth at gas stations.
• Nike focuses on athletic inspiration rather than diversifying into unrelated retail markets.
• Jim Collins’ research in “Good to Great” advises avoiding tempting but conflicting opportunities.

7. Every Customer Touchpoint Reflects the Brand

The customer experience is influenced by every interaction with a company, from opening its website to reading a return policy. Unified customer touchpoints ensure customers consistently encounter the same feeling and qualities when connecting with the brand.

REI, an outdoor goods retailer, discovered that inconsistency between their online and in-store offerings confused customers. By addressing these gaps, the company avoided customer frustration and preserved brand loyalty.

Every detail matters: Apple gives attention not only to packaging design but even to how opening a box feels, adding layers to customers' connection to the brand.

Examples

• Apple meticulously designs product packaging for an elegant unboxing experience.
• REI aligned prices and information between online and physical stores to maintain trust.
• Grumpy call center employees or unclear returns can break a positive brand experience.

8. "Doing Good" Is Good Business

Customers nowadays value corporate responsibility. Supporting meaningful causes that align with a company’s ideals strengthens trust and loyalty. In the new marketplace, pure profit-driven motives alienate skeptical consumers.

But simply “giving back” is not enough if it doesn’t tie back to the brand. Starbucks exemplified this with “Create Jobs for USA,” an initiative focused on financing local businesses – perfectly reflecting their community-oriented ethos.

Companies that focus on creating shared value between themselves, their customers, and society earn long-term goodwill and loyalty.

Examples

• 73% of buyers would switch to brands that support causes they believe in.
• Starbucks financed local struggling businesses through jobs initiatives.
• Consumers quickly call out greenwashing, such as BP’s rainforest-saving initiative, which didn’t align with its environmental record.

9. Branding Starts From the Inside Out

To make brand values truly impactful, every employee must live and breathe them. This requires operationalizing the brand strategy – integrating it into everyday practices, decisions, and culture. Apple’s focus on minimalistic, innovative design extended across the company because Steve Jobs championed it at every opportunity.

One way to embed these values is by conducting brand education activities. Employees can take quizzes on brand values or earn rewards for being brand ambassadors. Leaders must actively remove barriers – like rigid organizational silos – that prevent the company from fully embracing its ideals.

When everyone in an organization embraces the brand, it permeates all aspects of the business.

Examples

• Apple’s design-focused identity thrived under Steve Jobs’ leadership.
• Brand education sessions and toolboxes help employees internalize values.
• Rewards programs encourage employees to align their efforts with company goals.

Takeaways

1. Create a brand education toolkit to teach employees how their actions reflect brand values.
2. Use empathic research to better understand your customers' emotional needs and refine your offerings.
3. Set clear boundaries for growth to ensure every opportunity aligns with your core philosophy.