So how did Disney and Starbucks and the others earn their prominent place in your mind? It’s a pretty extraordinary thing when a brand is so strongly entrenched in our culture that I can predict your automatic response upon seeing the product category. So, how does that brain branding take place?
It’s not easy or cheap, although once established, a brand will repay your company many times over what it cost to develop. It’s not a magic wand or silver bullet – no matter what some practitioners of the advertising craft would like you to believe. It didn’t happen just because of a catchy tagline or a memorable jingle. Nike didn’t become NIKE simply due to Michael Jordan and Tiger Woods wearing swooshes at every appearance.
A brand burns its way into our brains via all of these tactics and many more. It’s a range of many factors that lock a brand into our consciousness. More precisely, it’s the communication of the factors that get a prospect to try a product. When the product lives up to its promise in the buyers’ experience, that’s when branding happens. And branding ensures repeat purchases.