Brand Like Nike
How has a shoe company turned everyday people into athletes in their own mind?
When you think of Nike – you immediately picture great athletes, the swoosh, or the JUST DO IT slogan, right? Now all of these thoughts usually hit your brain long before you think about Nike’s shoes, which is ultimately what they are selling.
So how has Nike attached such powerful emotional imagery to a shoe company?
Well, first of all, I should mention that they’re one of the top case-studies for the effectiveness of branding, but I believe much of their success comes from the clarity and intentionality of their mission statement:
“To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.”
Now remember what Nike’s core product is, and look at this statement again. Did you notice anything strange about that statement?
That’s right, they said nothing about their shoes or the quality of their shoes or how their shoes are made.
They skipped over focusing on their product, and instead focused on the what they want their customer to feel and believe.
Nike isn’t selling shoes, their selling inspiration, and consumers buy the shoes because of that inspired feeling they get from the brand.
This approach is genius, because people tend to gravitate towards brands they identify with, or brands that make them feel a certain way.
Products will never do for us, what inspiration can do. A product can’t get you to run a marathon, but inspiration can.
Personally, I’m anything but athletic, but when I go for a run or go to the gym, I often channel the inspired feeling that I get from Nike’s branding. Even in everyday life, there have been moments when the Just Do It slogan has helped me to overcome challenges.
Again, think about how powerful the impact of Nike’s branding really is, to get that deep inside of my thoughts, when they are ultimately in business to sell shoes.
The truth is any company can do this. If a shoe company can create such a powerful connection with people, then why couldn’t your company?
If you’re feeling doubt, or intimidated about getting started, I’ve got three words for you: Just Do It.