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The Coca Cola Brand has remained iconic for decades!

How Coca-Cola’s Solid Brand Identity Made All the Difference

As far as branding goes, there aren’t many companies that have mastered the craft better than Coca-Cola. While they have had their share of marketing mistakes, the Coca-Cola brand has solidified its place in consumer marketing and branding excellence.

If your company is looking to follow in the footsteps of a successful brand, there’s no better role model than Coca-Cola. In this post, we’ll discuss the strategies and approaches that Coke has used throughout its existence to solidify Coca-Cola’s name as an approachable product that brings happiness to its customers.

Coca-Cola Found Success Through Brand Identity Product Development

Marketing the brand instead of the product is where Coca-Cola’s marketing team got it right after all these years. In doing so, Coke could encourage and harness customer loyalty around the “feeling” of Coke rather than any of the soda products themselves.

Think about the last Coca-Cola ad you saw. 

During the holidays, Coke’s marketing focuses on bringing families (or arctic animals, like penguins and polar bears) together to enjoy a Coke. The holidays bring out an emotional, nostalgic feeling for many people, and Coke’s marketing targets that emotion of the good old days.

Throughout the remainder of the year, every Coke commercial, digital ad, or print ad highlights the same theme — bringing people together, family, community, and a sense of happiness. 

The marketing efforts thrive on a feel-good, community-based idea paired with Coke’s refreshing, crisp taste. 

You can’t think about Coca-Cola without hearing the sweet snap of opening a can and the sound of pouring soda over ice. It’s a genius way to market a product far beyond just the product itself — the idea of selling the experience over the soda makes all the difference in Coke’s marketing strategy.

The Power of the Coca-Cola Logo 

The power of Coke extends far past consumers in the United States. 

Think about it — the Coca-Cola brand and its products are sold in 200 countries. The Coke logo is recognized worldwide, and its product portfolio is just as well known. 

Along with the logo is the iconic red and white can and what it represents. 

The “Share a Coke” Campaign

In 2011, Coke launched the Share a Coke campaign in Australia and later, the rest of the world. They changed the wrapping of Coke cans and bottles to say, “Share a Coke with…” along with a famous name.

This campaign was a smashing success because it directly targeted consumers by inspiring moments of happiness and inclusivity.

For all these reasons, Coke set itself up for success through branding, customer loyalty, and love of the product. The company itself is not perfect, and mistakes have been made in its marketing strategy along the way.

However, their consistent brand identity keeps consumers sentimental about the brand. As a result, Coca-Cola has been able to maintain customer loyalty and brand admiration for a long time.

In the same way, as you’d forgive your best friend for making a mistake, people forgive and forget Coke’s marketing mistakes. This is because of their love and appreciation for the brand.

Power Up Your Brand Identity Design with Web Content Development 

Achieving this level of branding doesn’t happen overnight. Coke has had decades to perfect its approach to marketing, with its fair share of mistakes along the way. 

Your brand is the promise you make to your customer. What message is your brand sending to customers and your target audience? 

At Web Content Development, we’re a team of marketers and like-minded individuals who thrive on creating branding and marketing strategies that cater to your target audience, improve your digital reach, and boost brand awareness. Contact us today to learn more. 

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About the Author

Erica D’Arcangelo – De Silva

Erica D’Arcangelo – De Silva has worked in the Internet marketing industry for the last 20-years. Erica is the top-secret SEO weapon to marketing and advertising agencies in the world. She has generated over 300+ million in revenue for high-value brands such as Walmart, Pottery Barn, iRobot, Cutting Edge Firewood, Kelley Blue Book, and many more. Erica has custom-created more than 1,000 content, SEO, and marketing strategies which held the key to doubling and tripling online traffic, and marketing ROI. She has also authored a series of online publications including The Digital Branding Survival Guide, Million Dollar Marketing, 5 Steps to Increase Web Traffic by Blogging, and Repairing Your Online Reputation.