When you think of fast food, who comes to mind? McDonald’s, right? What about when you think of soda? Coke and Pepsi win the war there. What do these brands have in common? Each of these companies have built a “Beast Mode” business through branding. They are top of mind today in their respective markets and their brand will live on to see our grandchildren’s kids.
The Coke Challenge
You’re probably thinking to yourself that your business would be in the same ranks if you had Coke and Pepsi money too. Did you know Coke was brought to life in 1886 by Atlanta pharmacist, Dr. John Pemberton and in the first year only sold a modest nine servings daily in Atlanta? Today, daily servings for Coke are estimated at 1.9 billion worldwide.
It took the Coke brand 84 years before it reflected a brand connected with fun, family and good times. The ability to reach consumers at lightning fast speeds today is a reality that Dr. Pemberton did not have back in late 1800’s. We have 100’s if not 1000’s of trafficked sites that online consumers spend time on, which your brand can be embedded in their sub-conscience mind repeatedly. What’s the secret to take your business from blah to beast-mode?
Occupy More Shelf Space Than Your Competitors
Since we’re on the topic of Coke, when you walk down the aisle of your local grocery store, who owns the most shelf space? You’ll notice without a doubt, that specifically the Coke and Pepsi brand excluding the other brands owed by the two companies, control the aisle. Even with consumers fleeing from the sugary sodas, Coke has been able to fill the aisles with their portfolio of soft drinks including Dasani Water, PowerAde, Vitamin Water, Smart Water and the Honest Tea brand.
With constant exposure to these drinks on the shelves at the grocery stores, on the fast food menus, on television and the internet, Coke has secured their spot in our culture as the leading beverage company. The same strategy that these brands use globally is the same concept of building a “beast mode” brand online whether regionally or locally.
Build It, Break It & Bury Them
By now, you know the importance of building a brand that is recognizable. Before, you begin putting the final product together, like a Lego set, you need to lay out all the pieces in front of you. You need to commit, have your head in the game and finish what you start. Just like Coke, building a brand takes time, strategy and consistency but once you build your personal brand, you’ll break into your own league and bury your competition.
It’s A Game of Inches
In the popular scene in Any Given Sunday, Al Pacino’s character D’Amato is in the locker room talking to his team. He says, “You find out life's a game of inches. ... Because in either game, life or football, the margin for error is so small--I mean one-half a step too late, or too early, and you don't quite make it. One-half second too slow, too fast, you don't quite catch it.” Building a brand is a game of inches. It’s you versus your competition at all times where you constantly review the film, making plays and watching how your opponent responds.
You’re creating content constantly and so is your competition. It’s about creating high-quality content that they aren’t talking, writing about or aren’t as passionate about. Winning online is all about the small steps you take, the small moves you make but just making more of them more often. You need to be active on social media where your audience congregates, create dynamic videos that will stir up emotion in anyone that hits that play button and always put the spotlight on the message of your brand.
Timing is always important to consider. What time of the day are you going to strategically tap into your audience’s emotions? Are you prematurely delivering your content or are you flat out missing the boat on trending topics—industry related or non-industry related? Remember, there’s a fine line of gaining brand recognition and losing consumer interest so make it a point to publish compelling content that will pull your audience in.
Release the Beast.