The value of Brand Building

Iconic brands are instantly recognisable, globally renowned, and, able to stand the test of time. For iconic personal brands like Martin Luther, Steve Jobs and Nelson Mandela, the longevity and strength of their brand is not dependant on them being alive, nor do they lose status after their death. In fact, the dubbed King of Pop, Michael Jackson remains the highest selling artist after death.

 In South Africa we have a liberation stalwart Nelson Mandela as an example of an iconic global brand Without having a caption next to his picture, irrespective of whatever part of the world you stay, people almost immediately recognise Nelson Mandela. But, can we say the same about a South African brand that was once iconic in the country around the 80s to 90s called Chappies? What went wrong with Chappies? And why do most of our South African brands not reach an iconic status compared to other players/brands in the same industry elsewhere? Even with the best quality products we have in S.A, there’s a very few brands that reach iconic stage.

The argument may be that not all brands will reach iconic stage even with the best brand marketing  & quality of product brand. Whilst that may be true, it seems apparent that what distinguishes an iconic brand to an ordinary good performing brand, is twofold:

1.       FOCUS.

2.       Ability to define clearly and communicate consistently emotional benefits.

We live in what is called a global village, where brands cannot and should not overlook other markets outside their immediate market dominance. However, many strategies, campaigns for communication and advertising, are usually inward looking. Focusing at a very narrow market. Lacking the foresight, to focus on the future which is global, whilst still servicing local consumers.

Other marketers will also argue that using emotional and/or functional marketing will depend on what drives a potential customer to convert into a purchasing customer. Well, let’s take a look at some of the leading iconic brands, the likes of Apple, BMW and Coke, e.g. Coke offering “Happiness”, rather than a good tasting soft drink.

Most iconic brands are driven by an emotional function. That transcends beyond cultural even political barriers, and finds a connection that is much deeper than the function. However, a brand still needs to execute its functional benefits well, in order for emotional functions to complement and reinforce those functional benefits. Otherwise, consumers may find it difficult to be believe the emotional benefits if they do not see the connection with functionality.