Juggernaut brands like Ikea, Whole Foods and Nike play by their own rules. Under Armour has risen past Adidas and grabbed second place behind Nike by breaking the preconceived notion of function in a t-shirt and have parlayed that into a sporting goods powerhouse.
Such brands break the status quo of function, service, style or culture and catch the competition off guard. That’s how they establish themselves on the top of the pedestal.
Here’s an insight into the characteristics that major brands share that make them the superpowers they are today.
Knowledge Of The Target Audience
High-end companies/brands resonate so well with people because they understand attention and the people themselves.
They know where their target audience is spending their time, what they want from their specific brand, and what type of content they want to consume.
Understanding the target market is critical because it helps to create an organic and personal human connection between a business and its audience.
Once they have your attention, they do what they do best to craft meaningful experiences for you.
Expertise And Passion
All of the great brands have a serious passion that gives them the drive to propel themselves to work hard and continually deliver greatness.
That passion leads to overall expertise and genuine joy of the employees in their work and jobs, which is infectious.
This euphoria and willingness to do more is often seen in the products that the company manufactures which help them feel unique, tasteful and upmarket, also improves the output volume of the company.
The Leader Always Sets The Trail For Others To Follow
Just like any thriving community or sports team, there’s usually an influential leader behind every successful brand. In order to coordinate the efforts of team members and guide a strategic vision for a brand, someone has to step up and steer the ship.
The leader simplifies jobs for his employees and acts as a liaison between different departments to ensure that everyone remains on the same page. A good leader should also motivate his/her employees and know how to maximize the strengths of the different team members.
Valuing Quality And Greatness Instead Of Growth
While all brands want to make money, a strong brand must stand for something more meaningful. If the company develops a seasonal product, it “lends” its employees to other local companies during the off-season so as to give the employees local exposure.
They also pay above the state’s minimum hourly wage, offer bonuses based on employee performance, and offer ESL classes to the refugees who make up 30% of the staff.