I was walking with a friend a few weeks ago and we both grabbed a can of Coca-Cola, and it got me thinking.
Coca-Cola, as we all know, is one of the largest companies in the world, and while it now sells many different products under its banner, it primarily sells one thing.
So I asked my friend what he thinks Coke sell, and he turned to me like I was an idiot, and he said, “well, soft drink, of course”.
I said, “Yes, but what does the brand really sell?”
They sell ‘Fun’!
If you’ve ever watched a 30 second Coca-Cola advertisement on TV or at the Cinema, you won’t simply see someone buying a can of soft drink, you’ll see a bunch of people having fun for 25 seconds, and about 5 seconds of people holding or drinking Coke.
And if you have seen the logo up close you’ll notice it always has the world ‘Enjoy’ above the logo. Usually when you’re having ‘fun’ you are enjoying what you are doing. Coca-Cola own the word ‘fun’. When you drink Coca-Cola you don’t think about a dark sugar-filled drink that is probably not great for your health, you think about the positive aspect, which is having fun with friends and a Cola.
You’ll find most successful businesses own a niche word which is the perception of them. For example, why do you think Apple computers were named ‘Apple’?
An Apple represents knowledge, immortality.
Steve Jobs actually named it as it was a favourite fruit of his, and he thought the name sounded fun and not intimidating.
BMW – another company we all know. They are known as the Ultimate Driving Machine, as well as sheer driving pleasure. when you get behind the wheel of a new BMW, smell that leather, review the finish of the design, it really is an experience of sheer pleasure.
And then there is Google. We don’t ‘search online for something’, we ‘Google It’. They have not only created a word that didn’t even exist a few decades ago, they turned it into a word many of us use on a daily basis now.
When starting your business or developing your brand, think about your audience, what you offer, and the word you ‘Own’.
Focus on how you can own a word or a term, and use this in your marketing, so that when people think about a service, reach for a product they instantly think of your brand first.