Nike. One of the most successful global brands to this date. They are experts in product design, marketing, and branding their business. But why are we bootlicking Nike? (pardon the pun). Well, because businesses all around the globe can learn something from the sportswear titan and international brand.
You should always follow the example of a business that has built themselves up and become a household name. Nike’s brand journey is one of importance in the world of marketing, branding and advertising.
So, kick back. Relax. And get ready to learn all about one of the biggest brands in the world. We’ll be covering a brief history of the brand, as well as various marketing, branding and advertising strategies they’ve implemented over the years – that earned them some serious cash and a global positioning. Everything you learn from this blog can be applied to your business, and brand culture. So, if global positioning and dominance is your aim, then you need to keep scrolling through and reading our post! It all begins, now…
Nike’s History
How Did Nike Grow?
1. Working with Big Names
One of the most significant parts of Nike’s initial marketing strategy was to collaborate with basketball legend Michael Jordan, to create Air Jordans back in 1984. Jordan has been associated with the brand identity, rolling out millions of pairs of Air Jordans across the globe. In the early days of Nike, when they were primarily a sports brand, they collaborated with athletes from around the world, including Cristiano Ronaldo and Tiger Woods. They have made kits and trainers for various sports teams around the US and the globe. When Nike began branching into casual and streetwear, the brand collaborated with celebrities too. To this day, celebrities are thought to have more influence on the trainer market than athletes now. Associating a brand with the right industry professional is key to market a business well.
2. Being Consistent
At the heart of Nike’s brand is the swoosh logo. We all recognise the Nike tick from a mile away, and that’s because it has been part of the brand’s logo since 1971. Here’s the logo (as of 1995) below.
Even Nike’s signature slogan has been the same for 30+ years – Just Do It. They’ve remained consistent in their branding and global marketing strategies throughout the duration of the company. See, through maintaining their brand and visual identity, they’ve become a reputable company which is recognised globally. Brand consistency puts businesses in a trustworthy light, which makes consumers want to purchase their products or services. It’s a master marketing move, to make people want things that they don’t actually need. And these people buy things because they trust the brand and corporate identity.
3. Making a Splash
Nike’s biggest strength is that they continually innovate and aren’t afraid to shy away from bold branding and advertising campaigns. It’s essential for a business to make themselves known. To constantly push boundaries and stay with the times. Many companies have moved into creating eco-friendly products, for example, but Nike do this and more. They improve trainers with new technology, stay on trend with the latest fashion and create adverts that you remember. Because that’s one of the key ways to success; being memorable.
Below, is the most recent ad from Nike for Dream with Us campaign. See what we mean, memorable.
Following Suit
So, after all of this, what can your business learn from Nike? We understand that not everyone is a sportswear/street brand with over 50 years’ experience. But Nike’s marketing and branding techniques and methodology are all transferable tactics you can implement to almost any business.
You can work with the right people to promote and market your business. They don’t need to be of celebrity stature, but influencers and affiliate marketing is a proven method of selling both products and services online. Retaining brand consistency is a great way to ensure consumer trust in your brand, one that they’ll recognise for years to come and always come back to. Like Nike, make your advertising bold, distinctive and memorable, any business can do it with the right creatives behind campaigns.
Learn how to brand your business in the right way; use emotive advertising to really inspire and engage an audience. Another critical aspect is to be human and retain a certain degree of humility. Be transparent about your failings and be honest with your consumers; they’re the ones that make a business successful after all. Set your key values at the forefront of your business, make sure you keep up with the times and trends – if you’re an environmentally conscious company, boast it!
Advertise the charities you work with and what you do for the environment or the local community. It works on every level. Finally, refine your social media presence. Maintain that brand consistency throughout your profiles.
All of this can help your business grow. If you need a hand implementing these digital marketing techniques, give us a call or drop us a message. We’ll work alongside you to grow your brand further and further!
