How Effective Branding Can Impact
Your Business

How Dove Built an Effective Brand Strategy
By Kuda Majonga
Many business owners believe that branding merely involves creating a
good logo, assuming it will automatically drive business growth. However,
this perspective neglects the complex nature of how people engage with
brands and make decisions. In this article, we will delve into an effective
approach to branding, which actually impacts your business growth.

Branding through the Ages
The practice of branding has a rich historical background that dates back thousands
of years. Its origins can be traced to ancient civilizations where branding was used to
distinguish ownership of livestock. In ancient Egypt, for instance, livestock owners
would use unique symbols or marks to identify their animals. Similarly, ancient Greek
and Roman artisans used stamps or marks on their products to signify their
craftsmanship and authenticity.

As trade and commerce expanded during the Middle Ages, branding evolved into a
way for merchants to establish trust with their customers. Guilds, associations of
skilled artisans and merchants, used specific marks to indicate the quality and origin
of their goods. These early forms of branding played a crucial role in building
reputations and ensuring consistency in product quality.

With the advent of the Industrial Revolution in the 18th and 19th centuries, branding
took on a new significance. As mass production became the norm, manufacturers
needed to differentiate their products in increasingly competitive markets.
In the 20th century, branding took center stage as companies began to realize the
power of emotional connections with consumers. Iconic brands like Coca-Cola, Nike, and Procter & Gamble successfully built strong brand identities that transcended their
products and became part of popular culture.

What is an effective brand strategy?

Effective branding is the art of crafting a distinctive identity that resonates with a specific
audience and sets a business apart from its competitors. It goes beyond just a logo and
color scheme; it encompasses every aspect of a company’s image and communication.
A successful brand evokes emotions, creates a strong sense of trust and loyalty, and
leaves a lasting impression in the minds of consumers.
It’s about telling a compelling and consistent story that communicates the unique value
proposition of a product or service. A well-executed brand strategy aligns with the
company’s mission, values, and goals, guiding all marketing efforts and customer
interactions. When branding is done right, it becomes a powerful tool that drives
customer recognition, fosters customer loyalty, and ultimately contributes to the long-term success and growth of a business.

The Dove brand story

In the 1930s, Neil H. McElroy played a pioneering role in spearheading the
development of branding frameworks during his tenure at Procter and Gamble (P&G).
As a young marketer at P&G, McElroy recognized the need for a more organized and
strategic approach to marketing their products, which were expanding rapidly at the
time.

McElroy authored a ground-breaking memo that laid the foundation for modern
brand management. This document, famously known as the “McElroy Memo,”
proposed the concept of “brand management” as a dedicated function within the
company. McElroy suggested that each brand should have a designated manager
responsible for making key decisions about its marketing, positioning, and growth.
The memo’s visionary ideas were quickly embraced by P&G’s top executives, leading
to the establishment of the first brand management department in the company’s
history. This move revolutionized the way consumer products were marketed and laid
the groundwork for the modern brand management systems we see today.
Under McElroy’s leadership, P&G’s brand managers were empowered to develop
comprehensive marketing strategies, define target audiences and create consistently
brand messaging. He emphasized the importance of understanding consumer needs
and preferences, thereby driving the company’s focus towards consumer-centric
product development and advertising.

Furthermore, McElroy’s branding approach emphasized the significance of building
strong emotional connections with consumers. He believed that successful brands
should evoke positive emotions and instill trust and loyalty in their customers. All this
had begun because of how McElroy had noticed how P&G was not paying enough
attention to their soap category products.

The Dove Strategy: Creating an Emotional Bond

Dove is a personal care brand that has become synonymous with inspiring its
customers through its campaigns and products. It has been successful in nurturing an
emotional bond between the brand and its customers, thanks to its approach.
Dove recognized the need to create an emotional bond between the brand and its
customers. The personal care industry is highly competitive, and consumers often have
little brand loyalty. In such an environment, it is crucial to differentiate from the
competition and build a relationship with customers.

Dove’s approach is to move beyond just selling products to creating an emotional
connection with customers. The brand aims to inspire and empower women to feel
confident in their own skin. This is a powerful message that resonates with many
women, and it has helped Dove build a loyal customer base.

3 Key Insights Driving Doves Success: Storytelling, Visuals, and Trust

Dove’s approach is built on a few key insights that it uses in its campaigns and
products.

Storytelling
Dove understands the power of storytelling and uses it effectively in its campaigns. Its
campaigns are not just advertisements; they are stories that evoke emotions and
inspire customers. For example, in its “Real Beauty” campaign, Dove featured women
of all ages and body types, promoting the idea that beauty comes in all shapes and
sizes. This campaign struck a chord with many women and went viral, garnering
millions of views and inspiring women around the world.

Visuals
Dove also recognizes the power of visuals and uses them to great effect in its
campaigns. The brand’s advertisements often feature images of real women, rather
than models, which helps to make the brand more relatable to its customers. This
approach has been successful in helping Dove build trust with its customers.

Trust
Building trust is a crucial part of Dove’s strategy. The brand understands that its
customers need to trust it before they can become loyal to it. Dove has built trust with
its customers by creating meaningful connections with them. For example, the brand’s
“Campaign for Real Beauty” involved workshops and seminars that helped women
build confidence and self-esteem. By engaging with its customers in this way, Dove
has built a strong relationship with them.

Go-to-Market Strategy: Create Buzz and Drive Sales
Dove’s go-to-market strategy is focused on creating campaigns that generate buzz
and drive sales. The brand has been successful in creating campaigns that go viral,
generating millions of views and shares on social media. This has helped Dove reach
a wider audience and build a stronger relationship with its customers.
For example, Dove’s “Real Beauty” campaign was a huge success, generating over
163 million views on YouTube and inspiring women around the world. The campaign
helped to increase sales of Dove products, and it also helped to establish Dove as a
brand that cares about its customers’ well-being.

Dove has also been successful in leveraging partnerships to drive sales. For example,
the brand partnered with fashion retailer H&M to create a collection of clothing that
featured body-positive messages. This partnership helped to increase sales of both
Dove and H&M products, while also promoting body positivity and self-confidence.

Why A Logo Is Not Branding

Your logo represents the smallest component of your business’s communication tools
and strategy. It serves as a powerful tool for making your business stand out amidst
tough competition and creating a lasting impression on your audience. However, it’s
important to recognize that while the logo is a key identifier, it alone cannot convey all
the aspects and nuances of your business or its purpose.

As humans, we employ various methods to share information, and illustrations,
including logos, are undoubtedly one of them. Nevertheless, effective communication
goes beyond just visuals; language and the core message play a vital role. Therefore,
your brand must have a clear and comprehensive approach to sharing information
that truly sets your business apart.

To achieve this, your brand strategy becomes pivotal. It outlines how all the different
communication tools at your disposal work together synergistically to achieve your
business objectives. By harmonizing your logo with other elements of your brand’s
communication, you create a cohesive and impactful message that resonates with
your target audience and drives your business forward.

Distinction vs Differentiation

There has been an ongoing debate in marketing regarding the significance of
distinction and differentiation for sustained business growth. Distinction pertains to the
ease with which people can recognize your brand in the market, while differentiation
involves highlighting meaningful differences that set your brand apart from competitors.
In essence, distinction focuses on recognition, while differentiation emphasizes unique
offerings or a unique selling proposition.

Some marketers advocate that businesses should prioritize one of these aspects while
overlooking the other. However, this viewpoint fails to consider the complexity of
decision-making and the role of context in consumer engagement. Mark Ritson, an
accomplished professor and experienced marketer for global brands, argues that these
two concepts are interconnected, although he does place greater importance on
distinction over differentiation.

“Distinctiveness first, it’s your main challenge… Differentiation is important but
distinctiveness and being there when those immediate system choices are made is
far more important,” – Mark Ritson

In the book “The Long and Short of It,” Les Binet and Peter Field explore the
significance of what Ritson refers to as ‘both,’ which advocates implementing both
long-term and short-term methods of business growth. Distinction, achieved through
branding elements such as logos, fonts, colors, etc., is a more long-term tactic that
leverages our need for familiarity as consumers. On the other hand, differentiation
arises as a response to the changing market offerings from competitors, making it
more short-term in nature.

Research conducted by Les Binet and Peter Field confirms the importance of striking a
balance between these approaches over time. While it’s crucial to carefully develop a
unique offering, equally important is considering how your brand will be
remembered. Even if people know that a solution is available, it won’t benefit your
business if they don’t associate it with you. Hence, a comprehensive approach that
combines both distinction and differentiation is key to long-term success.

Sources:
– Jon Duke. (2018, November). The Mcelroy Memo. Jon Duke. Retrieved from
https://jonduke.wordpress.com/2018/11/19/the-mcelroy-memo-and-thebirth-of-brand-management/
– Les Binet and Peter Field (2009, January). The Long and Short Of It. Publisher
Erasmus Press.
– Marketing Week Reporters. (2019, June). Dove Real Beauty Campaign.
Marketing Week. Retrieved from https://www.marketingweek.com/mark-ritsondove-real-beauty-campaign