In building brand awareness, a sales pitch is the hook, and consistent marketing is the “glue” that pulls your visuals and words together in a relatable way.
Marketing is about building relationships, and people commit to brands that seem dependable and trustworthy. Companies lure you in with witty slogans or incredible offers, but it’s a brand’s reliability that keeps you coming back. Customers stay loyal to brands when they feel comfortable and “in sync” with them, and the key to building that dependability is consistent, stylish marketing.
What does that look like in real life?
3 Examples of Brand-Building Marketing
Here are three organizations that do brand consistency well, and some take-home tips you can grab from their examples.
1. Charity: Water
“Charity: Water” is a non-profit organization that provides drinking water to people in developing nations.
As of 2019, the organization has raised $370 million, funding 44,000 water projects in 28 countries.
Charity: Water gives 100% of its donations to building water wells in Africa where women and children use yellow jerry cans to carry water back to their villages. The organization’s logo is a goldfinch jerry can that keeps the branding present across all platforms and keeps the charity’s focus top of mind.
Charity: Water has mastered the art of getting people to form personal connections with their brand, including online fundraising campaigns where people can link to personal events like birthdays, marathons, or life milestones. Their highly sharable content always connects incredible impact stories and graphics, including the jerry can logo.
Whether launching a campaign or publishing an annual report, Charity: Water is always on brand.
Takeaways: Build powerful connections with people through relatable stories, engaging participatory campaigns, and on-brand imaging in all you print and share.
2. FedEx
When it absolutely, positively has to be there overnight . . . count on FedEx.
FedEx provides people worldwide with transportation, e-commerce, and business services. Offering “The World On Time,” FedEx has created a strong corporate identity for its professionalism and efficiency.
In addition to reliable service, the brand garnered trust through its “We Understand” campaign, which communicates the pricelessness of people’s treasures, livelihoods, and futures. Packages mean a lot to people, and FedEx hammers this home through story-based marketing, reward programs, and regular social media interactions.
Takeaways: Find slogans and campaigns that get to the heart of what people truly desire: to be heard, understood, and valued. When you think of people as a person – not just a number – they respond.
3. Target
Do people see Target as a discount store?
Probably not. With trendy campaigns and high-end designers, Target delivers more than just products, but an experience.
Beyond quality merchandise at reasonable prices, Target offers easy-to-maneuver layouts, stunning branded displays, and contemporary styles aimed directly at a specific customer persona (higher-income shoppers ages 55 and younger). Target customers appreciate the brand’s sophisticated, affordable merchandise, including an ever-changing array of trendy clothing and home accessories.
Takeaways: Solidify customer personas and identify key themes that bring a fresh, consistent viewpoint through your products and marketing. Match the theme of your marketing with the personal experience people have doing business with you.
An Artful Tapestry
The heart of consistent marketing is your brand message.
Identify personable, engaging themes, and share them through your products, in-store displays, and print pieces. Weave these elements into a beautiful tapestry, and the benefits will last well beyond any savvy marketing campaign!
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