Koto’s Post

Our second newsletter is live. What is brand strategy, and why does your company need one? 🧠 Spoiler: it’s not a comms tagline, a complex framework, or a collection of words and ideas to placate stakeholders. In our second OFF Brand issue, learn what brand strategy is, what it’s not, why it matters, how to build one, how to use it, and tips, tools, and frameworks to get started. We share amazing examples from Bolt, Meatable, Airtasker, Airbnb, Back Market, and more. Read on → https://lnkd.in/euKVzNHE

Curious what brand strategy means and why it matters? Check out this thorough overview from the good folks at Koto. "At Koto, we prioritise finding the hidden truths within the category, the shared beliefs between the brand and its customers, and the unique aspects of the brand that give it a competitive advantage. Once we’ve captured these, the brand idea falls into place. #brand #design #brandstrategy #ux

When Airbnb rebranded in 2014, they didn't just change their logo - they redefined their entire brand identity. Their new 'Bélo' symbol represented 'belonging anywhere', perfectly aligning with their mission. Key takeaways from the rebranding: 1. Clear brand identity tied to mission 2. Consistent messaging across all touchpoints 3. Continuous monitoring and adaptation The result? A brand valued at over $100 billion in 2022. What startup branding success stories inspire you? 

A brand is very much like a person. It has a history, a personality, values and beliefs. An exercice that i always love to do in quantitative groups is “imagine your brand is a planet 🪐, how would it be? What would it look like? How would the inhabitants be? What kind of music are they listening to? Are they quietly sipping tea 🫖 or flying on unicorns 🦄 ?!” Now, if everyone in the room is (i) able to come with an answer and (ii) have a consistent one (that was very much the case at Merci Handy for example) then, you're onto something powerful. Then, you have foundations for a strong brand. If not, well… It's time to work on it. One common mistake that entrepreneurs do is to go directly to the visible part of the brand. “I have a name and a logo, i don’t need the rest”. Wrong. I encourage all marketeers to focus on the invisible part of the iceberg first, especially at early stage. Build the invisible part of your brand. Like a person, your brand has to know what it believes in (and say it to the world) Is it a rational thinker or a bit of a Maverick? Does it follow the rules or sail the high seas like a pirate 🏴☠️? Even at L'Oréal, this is something we were working on all the time. Because a brand is like a person, as time change, its personality might evolve too sometimes. This is what we’ve done at TheFork, a Tripadvisor company too. We had a lot of strong beliefs, but needed to put it down together with a strong brand platform, and then, refresh the visible part of the brand accordingly. When Airbnb landed their “Belong anywhere”, Brian Chesky their CEO said that working on their brand platform brought a lot of value to the company. It brought “clarity and consistency”, and became the internal compas for all their decision making. And still is. Remember the "Get a Mac" campaign? It was a brilliant embodiment of this concept. Mac, the cool, easygoing guy, and PC, the slightly nerdy, ‘following the rules kind of guy. So… Are you a mac or a PC? #Branding #BrandIdentity #brandplatform

Looking for a purposeful positioning for your brand? Without the budget of a powerhouse brand? Check out Innate Motion's Purpose Dive DIY – A guided, user-friendly playbook that allows you and your team to independently define a purposeful positioning for your brand. Drop a comment below 👇, and I will send you the full 13-page playbook... no questions asked! But if YOU have a question... go ahead and book an appointment with me using the button above 👆 (next to my smiling face 😊). #marketing #purpose #positioning #branding #humanizing Airbnb, Harley-Davidson Motor Company, Apple, Femke van Loon, Moniek Tersmette, Joyshree Reinelt, Christophe Fauconnier, Arnaud Tasiaux, Paola Giavedoni, Sake Kolhoff, Priscilla Henriette, Meggan Wood, Muriel Soupart, Adystra Bimo Herayanto, Aurelia Petrov, Gilda Zárate Chabluk, Mohammad Kathoria, Guilherme Gatti, Irina Rodina, Reynard Laksmono, Alberto Sansiberio, Yaw Sarkodie-Mensah, Robert Schermers, Rob Keen, Megan Pratt

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Have you ever thought about what makes a brand not just visible, but unforgettable? Today, I'm diving into the world of brand identities and I invite you to join this exploration with your insights and examples. Starbucks: More Than a Cup of Coffee Let's start with Starbucks. It's a place where the coffee is familiar, but it's the experience that counts. The personalized cup with your name misspelled, the cozy corner that becomes your impromptu office – isn't it fascinating how a global brand can feel so personal? What are your thoughts on how Starbucks keeps its charm alive? Lego: Building Blocks of Consistency Consistency in branding can be fun and creative – just look at Lego. Their bright, bold colors and simple designs have captured imaginations for generations. Do you think consistency is the key to Lego's enduring appeal? Dove: A Revolution in Beauty Dove took a bold step with its Real Beauty campaign, changing the narrative in the beauty industry. This move towards promoting self-esteem over aesthetics was not just a campaign, but a brand identity shift. Do you know of other brands that have made such impactful moves? Netflix: Redefining Entertainment Netflix's journey from a DVD rental service to a streaming powerhouse is nothing short of remarkable. How do you view their evolution? Is it their content, convenience, or something else that makes Netflix stand out in the crowded streaming space? Airbnb: A Story of Belonging Airbnb isn't just about places to stay; it's about experiences, stories, and feeling at home anywhere. Their approach to branding is about creating a narrative of travel and connection. What’s your take on Airbnb’s branding strategy? I believe, a compelling brand identity is like a good book; it stays with you long after you've experienced it. What are the brands that have left a lasting impression on you? Share your thoughts and tag the brands that you think are absolutely killing it in the branding game. #Branding #Marketing #Marketers #ShareYourThoughts

Are you a brand owner? Do you want your brand name to be used as a verb? Well, you’re not alone! One of the ultimate goals of a brand owner is to achieve ubiquity with their brand, where people use its name as a verb. According to Karl Speak’s Brand Box Tools, “Brands are verbs not nouns”! Remember this when working with your brand. Here are some examples of brands that have become verbs: FedEx: “I’ll FedEx it to you” Hoover: “I need to Hoover the carpet” Velcro: “I’ll Velcro it together” Uber: “I’ll Uber to the airport” Google: “I’ll Google it” Skype: “Let’s Skype later” Photoshop: “I’ll Photoshop the image” Frisbee: “Let’s play Frisbee” Ping-Pong: “Let’s play Ping-Pong” Rollerblade: “I’m going to Rollerblade in the park” Post-it: “I’ll write it on a Post-it” AirBnB: "I'm going to AirBnB my apartment" Can you think of any other brands that have become verbs? Let me know in the comments below! #branding #marketing #digitalbranding

I stopped teaching about personal branding to start marketing Airbnbs and hotels. "Emelie how's the pivot?" Well, At first, I thought I needed to be rich to get into real estate. Like rich-rich. Like the billionaires in Manhattan-Manhattan. But no, I found another way - than being born into a...How do I put it politely, - born into a loaded family in Manhattan. (It's obv a joke for those who don't understand irony!) Anyhow... One way to get into 'the-real-estate-door' is: Marketing Airbnbs and hotels - with the offer: 'Free stay for content exchange'. So I: Shot some videos of my room at my parents house. Shot the videos with my Iphone. Edited the videos on my Iphone. Designed a portfolio in Canva. Inserted the finished videos in my portfolio. Collected a couple of emails of airbnb hosts. And now, I've got everything I need to start pitching. And later on I'll adapt the strategies to scale the business. One step at a time. Exciting or what??? #marketing #airbnb #hotels

My fascination with brand building lies not just in the intricacies of logos, slogans, or marketing jargons, but in the profound connections we forge with the people who believe in what we do. In the ever-evolving landscape of business, it's easy to be swept up by the tide of the latest trends, technologies, and fleeting tactics. But no matter how fast the world turns, the foundational truth remains that customers aren't just consumers; they are the heartbeat of our brands. In a world of fast-paced marketing strategies and ever-evolving trends, it's easy to get swept away by the whirlwind of creativity. But let's remember, at the core of every brand's story, there's one constant: Customers. Amid the clamor of campaigns, technologies, and strategies, it's essential to remember that the success of any brand pivots around its ability to put customers at the core of its narrative. Think about brands like Apple, they are known for their cutting-edge designs and innovation. But what truly sets them apart is their profound understanding of their customers' desires. Each product, each feature, is meticulously crafted to resonate with their audience. The result? A loyal following and an ecosystem that seamlessly integrates with people's lives. Or Starbucks, where it's not just about coffee; it's about the personalized experience they provide. Or consider Airbnb, a personal favorite where it's not just about lodging; it's about providing unique experiences tailored to individual preferences. I could go on and on about brands that got it right and mastered the art of putting the customer at the center of every decision, and it's no coincidence that they're thriving. So, as we craft our brand strategies, let's ask ourselves: Are we truly listening to our customers? Are we evolving with their needs and desires? When we position our customers as the central characters in our brand's story, we transcend transactions and cultivate connections. Let's draw inspiration from these maestros and commit to making our customers the guiding stars in every decision, campaign, and product we create. As we do, we build not just brands, but relationships that endure the test of time. Have a great week! #CustomerCentricity #BrandExcellence