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How to Get Ahead in Branding.
By Creative Director, Nathan Polito.

 
22nd March 2006
 
     
  "When we bring a brand to the Net, the brand values become even more critical. Online branding is not the same as offline. You can't just slap a logo on a site and expect users to remember and love your brand. You have to provide an interactive experience that your consumers love. You have to offer value."
  
     


Back in 1886 in Atlanta, Georgia, a guy called John Pemberton was enamoured with advertising, and a mere three weeks after inventing the drink, he ran his first ad. During it's first year on sale, an average of six drinks were sold each day, generating an income of $50. Unfortunately, Pemberton died in 1888, he sold the rights to his drink to Asa Chandler, another advertising enthusiast who made the bold decision to give away free drink coupons, among other things. Today, over 900-million cans of that drink are sold every single day and it's the best-known brand in the world. Coca-cola has certainly come a long way in its 115-year history.

Coca-Cola might be the biggest brand in the world, but it didn't come from nowhere. It's taken time, money and tons of effort to build the brand to the status it now enjoys. But online brands cant afford to wait 115 years to reach global domination, which is why they are continually trying to raise more marketing money. With their eyes firmly focused on the future, everyone is scrambling around to build the online equivalent of Coca-Cola almost overnight. The fatter the budget, the bigger the ads, the quicker everyone knows who you are. Or some people think. In researching the history of succesful brands worldwide, it's clear that there's much more to branding than that - especially online.

Contrary to poular belief, big succesful brands are not about logos, colours and font's. The Coca-Cola might be a swirl of red-and-white, but it's what the logo evokes which matters most. Coca-Cola has spent years associating the drink with positive messages: even Coca-Cola's very first ad used the words 'Delicious! Refreshing! Exhilarating! Invigorating!' It's what the brand means to consumers which matters most.

When we bring a brand to the Net, the brand values become even more critical. Online branding is not the same as offline. You can't just slap logo on a site and expect users to remember and love your brand. You have to provide an interactive experience that your conumers love. You have to offer value. If you create a site that people can't use, they simply won't come back again - even if your name is Coca-Cola.

The future will bring huge changes. As personalisation becomes key and we start addressing issues such as the mood of the user and the type of experience they're after, the fonts, logos and colours will become increasingly less important. End-users will be able to design their own logo, or the logo could be changed to stay in keeping with their mood. The logo itself will become irrelevant and the brand values will be what it's all about.

The interactive environment of the Net is carving out a new future for brands, and a new way of looking at how to represent a brand. It's the companies that realise that logos are incidental and user-experience is everything who will go on to build the Coca-Colas of the future.

  
     
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