“When you don’t invest in your brand, it’s a race to the middle and ultimately you’re just gonna compete on price and convenience.” – Greg Hoffman, Former CMO at Nike.

Nike sell shoes. Meaning that their core product is a commodity.

Through decades of intentional brand-marketing and forging emotional bonds with their consumers, they have boldly differentiated themselves within the market.

So, I’ll reword what I wrote earlier… Nike don’t just “sell shoes”. Nike sell a feeling. A feeling that ignites their consumers to be the best versions of themselves. This is why Nike have reached the pinnacle of what it means to be a successful brand.

Let’s take a moment to define what a brand is and what a brand is not. The Brand Gap’s author Marty Neumeier’s articulated it best:

 

“A brand is not a logo. A brand is not a corporate identity system. It’s a person’s gut feeling about a product, service, or company. Because it depends on others for its existence, it must become a guarantee of trustworthy behavior. Good branding makes business integral to society and creates opportunity for everyone, from the chief executive to the most distant customer.” ― Marty Neumeier, The Brand Gap

 

What the iconic Nike Swoosh represents goes way beyond just a cool logo mark. It represents a movement, it represents a legacy, it represents an ongoing story which is continually being written by millions of consumers around the world.

via GIPHY

Ok, so it’s easy to agree on Nike’s world domination… but how does this apply to smaller business owners?

Whether you are running a multi-billion dollar company, just launched your first small business or anything in between. Effectively defining your unique position in the market and in the mind of the consumer will 1. Wipe out the competition and 2. Transcend you Beyond The Commodity.

The essential branding lessons we learn from brands like Nike are applicable to each and every company/product/service.

To get you started on truly defining yourself in the market, here are some bigger-picture questions to ask yourself:

• Why does your brand exist?
• Where do you see your brand in the years to come?
• Who’s your tribe? Who are you trying to reach and connect with?
• Which emotions do you want to evoke in your audience?
• Can you define your brand’s core values and principles, and how do they align with your target audience’s values?
• How does your brand differentiate itself from competitors in your industry?

At Nero Whyte, we are passionate about helping business owners elevate their brands and bring their visions to life. If you’re ready to create a powerful brand strategy, we’d love to connect with you ⚡️