The Coca-Cola Company is the world’s largest producer and distributor of non-alcoholic beverages. It is undoubtedly the most valuable soft drink in the world, with over 10,000 soft drinks consumed every second globally. Coca-Cola has long been one of the world’s most-known brands. It profits from sentimentality, community, and delicious flavor. This emphasis is important to the beverage company’s brand strategy and influences all of its actions, including social media branding and product placement, as well as advertising and product development.
In this article, I will share 3 lessons every organization can learn from Coca-Cola’s branding strategy.
1. Emotional Branding Strategy
Emotional branding refers to the technique of creating brands that effectively appeal to a customer’s emotional state, needs, and goals. Emotional brands have a major influence when the consumer has a deep and enduring relationship with the brand, similar to a bonding, friendship, or love relationship. This is one of the things that distinguishes Coca-Cola from its main competitors like Pepsi. Coke’s “Share a Coke – Share a Feeling” and “Hug me” campaigns are good instances of how they leverage their customers’ emotions. Even though Pepsi definitely has superior tastes, Coca-Cola gives consumers a better experience, which is why its market share always doubles Pepsi’s every year.
Lesson
Branding transcends simply marketing the benefits of your product. Consider how you want your clients to feel after using your product or service. That sensation should be at the forefront of your thoughts while you establish and define your brand.
2. Consistent Message
From the very first advertisement in which Coca-Cola was advertised as “a delicious and refreshing drink,” its concept of sharing happiness has never changed. Its voice has remained the same throughout the years. Their slogan was “Here’s a Coke…The Pause That Refreshes.,” and they used cheery phrases such as “A little refreshment lightens the burden of a busy day.” Similarly, their advertisements constantly portrayed happy families.
Lesson
Define the values you want to be associated with your business and use those values as the foundation of all of your marketing initiatives moving forward.
3. Iconic Logo
Everything about the Coca-Cola logo, from the typography to the color, was chosen with careful consideration. The reason “Spencerian Script” was selected as the typeface most likely has to do with the fact that it was popular then. It was claimed to have been influenced by nature, such as the smooth stones in a stream. It is said that it conveys a classic look while maintaining a personal, lyrically beautiful, and approachable aura.
The color red represents power, excitement, vitality, and passion. It also boosts heart rate and promotes hunger.
Lesson
Be deliberate in your branding designs. Is your logo’s meaning clear? Is your message consistent with your logo? As a company, your branding should provide a compelling and positive first impression that encourages trust.
Recap
Consider how you want your customers to feel when they use your product or service. That feeling should be at the forefront of your mind when you build and define your brand.
Establish the values you want your brand to represent, and build future marketing campaigns around those values. Be thorough in your branding designs. It should provide an appealing, positive first impression that exudes confidence.
