handful of us grew up with certain product brands as household names and are surprised that they are still relevant in the marketplace now that we are grownups. Coca-cola, Milo, and Bournvita are just a few examples of well-known brands that come to mind right now.
These excellent brands have not only been on the shelves since we were young, but many of them have existed for much longer than that and may continue to do so throughout our children’s lives.
For anyone curious as to what the secret is that has given these big-name companies the staying power to remain beautiful and ageless throughout time and place, here are five characteristics that all great brands have in common, according to research.
The most important aspect is Substance. Product performance is important to all great brands. Apple is praised for its technological capabilities. Toyota is also known for maintaining a high level of quality throughout its product line.
Because they mostly deliver on the core customer advantage, great brands are more frequently accepted. Their consistent high performance instills buyer confidence, making them a preferred option in many purchasing situations.
Relevance is the second feature. Great brands are frequently gifted with dynamism, allowing them to meet market expectations in terms of taste, style, and usefulness on a consistent basis.
Coca-cola, likewise, has remained a favorite of millions, not simply because it is a sweet-tasting drink that quenches thirst, but more likely because of the brand’s ability to keep purchasers’ attention with enticing promotional activities.
Uniqueness is ranked third. Every outstanding brand, on the whole, has its own distinct identifying mark.
From product design, logo, packaging, and all other physical features to the very substance of ingredients or component parts, excellent brands always have a distinct personality.
There is something about an Apple product that distinguishes it from other brands in its sector. Even with a tight blindfold on, a loyal Coca-Cola drinker could identify Coke among numerous different cola drinks by flavor.
The fourth quality is Appeal. This refers to a company’s capacity to connect with a customer’s natural sense of beauty.
It goes without saying that looking nice makes you feel good. That is why so much work is put into making everything about these outstanding businesses look as polished as possible.
Coca-Cola goes to great lengths to write its name in a symbolic and romantic manner, as well as to make the design of its classic bottle stand out. Toyota wraps its remarkably practical vehicles in attractive styles that primarily thrill their thronging clients.
In some ways, Appeal is a complement to the already mentioned Substance. While Substance is concerned with being good, Appeal is concerned with seeming good.
Great businesses are often aware of this truth, and as a result, they strive to express beauty and elegance in addition to practicality.
The fifth and final characteristic is Sustainability, also known as long-term viability. This is almost like a well-kept longevity secret among big-name businesses.
If you peel the surface of any timeless brand, you will find that its product concept revolves around a fundamental human need.
People will continue to want Coca-Cola because it satisfies an underlying yearning for sweet foods while also quenching their thirst. The fact that Coke appears to rejuvenate them in a unique way is actually secondary. If Coca-Cola was no longer accessible, a suitable substitute would be required.
Most other well-known brands are in the same boat. These companies’ capacity to satisfy basic human needs is usually what ensures their long-term survival and viability.
Any company whose product concept is based on a fad in the shape of human wants (rather than necessities) has a finite lifespan.