When it comes to building a full-fledged, three-dimensional brand, few companies do it better than Nike. After all, Nike has expanded from its core branding ideas (made famous by its trademark “swoosh”) to branch out in a number of areas. In the case of Nike FIT, the company has done it again.
But how exactly did Nike do it this time, and what can you learn about building a brand from this case study? Let’s take a further look at Nike’s strategy in building up a new brand from the ground up in our brand analysis.
Appealing to a Customer’s Intellect
Nike is great at one thing: it doesn’t talk down to its customers. Rather, they target their advertisements and marketing campaigns to target capable, intelligent consumers. In other words, they see things from their customer’s perspective without losing touch with what makes Nike unique.
You can see an example of this with a Nike Dri-FIT Commercial. In addition to leaning on its considerable star power (Tiger Woods is signed to Nike long-term), Nike makes the case that it’s all about its product. In other words, they’re focused on why the customer would want to buy this product.
One visit to the Nike FIT webpage will show the same thing: Nike is focused on what the customer wants. It tells you, the customer, about how dry, flexible, and protecting this apparel is. Even with a brand as well-established as Nike’s, they’re always focused on how the product helps you.
Another thing Nike excels at is simple: they’re everywhere. Google them and you’ll find one of their web pages. Check out the TV and their commercial will be there. Go to YouTube and its all there. Go to just about any sporting event and they are there. Nike is not shy about sharing its message; instead, it utilizes all available tools in an integrated effort to get their brand out.
This is key to solidifying Nike’s message in the customer’s mind: they want to be easy to access. Your brand, too, should be easy to interact with online. A web page is not enough anymore; you have to be willing to show, through the tools at your disposal, that you’re ready to hear what the customer is saying.