Beyond Visibility: Unified Brand Messaging for Iconic Brand Success
- gianmarcochiesa
- Sep 9, 2024
- 3 min read
The marketing team has been long focused on just giving our brand public exposure. Many of us are usually drawn by the compelling idea of having the name of our product in every possible space they could be in- to have the most prominent street sign, to be the most important kid in the neighborhood so to speak- when, in reality, it may be costing us more money than anything else.
Consequently, we have to identify the best channels for our communications, especially now, in this era of almost unlimited possibilities, and be sure that we always give a consistent message that represents what the brand stands for.
We are responsible for driving sales and generating revenue for the company and doing it the right way, in the sense of being on the right channel with the right message for the customer. Optimizing our presence and our message.
How can we develop integrated communications to achieve unmatched success? Some iconic brands may help us with the answer . To start, it is necessary to define iconic brands as those who transcend the normal realm of products; their names mean much more: a way of life, a core set of values, a desirable community, or a value proposition that has reached cultural influences. These cultural symbols possess widespread recognition and maintain a long-lasting impact in their industry.
"These companies convert their legacy into revenue by carefully crafting a story that is consistent and authentic to what the brand stands for"
Ferrari, an Italian luxury automotive company, is well known for its sports cars, which without a doubt have overly premium prices for the regular human being. Owning one a Ferrari is arguably the highest form of status that a fan of a sports car could get while showing passion for performance and elegance. The sense of recognition of owning a Ferrari is thanks to the company's fantastic ability to evoke strong emotions and create a deep connection with its customers, one that goes even to those who can only afford a toy-size replica and still love the brand for what it means.
Their marketing-integrated communications involve a consistent message reinforced by all the channels in which we may find the brand participating. Ferrari shows passion and luxury everywhere across the board, in their merchandising and licensing, in their media exposure, at the highest level of events such as F1, or their website; the constant events, messages, and experiences they provide make people dream about the brand and wear their colors daily even when you don’t have a red Ferrari SF90 spider on your driveway.
As marketing professionals, it is our responsibility to ensure that the brand's identity and value proposition are respected and built on at every level of the organization, when we communicate verbally and most importantly nonverbally through different channels: social media, event marketing, the type of merchandise we release, among other things. Ensuring we create a brand guideline is critical to identifying what the brand stands for, what it supports, and where and when it should be present so our marketing efforts are based on
the same premise.
Consumers will only believe our value proposition, our promise, if we stay true to it.
The ideas and perspectives expressed in this article are my own and do not necessarily reflect the views of any organization or entity with which I am affiliated.All brand names, logos, and trademarks mentioned in this blog are the property of their respective owners. This blog is not affiliated with, endorsed by, or sponsored by any of the brands mentioned. Any opinions expressed are my own and do not reflect the views or opinions of the brand owners.
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