By Doug Eaddy
In this highly competitive business world we live in, customer loyalty can be easily maintained by having a strong and positive brand image and platform. Nike and Under Armour demonstrates how core values can be communicated and preserved through various outlets while being able to counter competition through branding strategies.
Branding and Visuals Consistency
Nike and Under Armour both have a distinct identity, which they are able to effortlessly communicate in both their branding and visual imagery and Under Armour’s slogans and visuals. As a result, both brands continue to elevate their brand awareness by reinforcing the bond they have with their customers.
Nike: Maximizing their Full Potential
Nike’s “Just Do It” tagline is one of the most renowned slogans in the world and inspirational culture. Every slogan in the brand embodies pushing limits. They have a powerful brand aesthetic and recognition by using stylized bold letters, the swoosh logo, and hyper visuals. Nike uses Instagram posts featuring athletes, in-store designs, and commercials during major sporting events to reflect achievement and empowerment to be a great athlete.
On YouTube and TikTok, Nike showcases motivational athlete stories as well as tutorials for training, and various community activities, all of which underline the brand’s efforts in promoting action. Additionally, collaborations with athletes like Serena Williams and LeBron James associate the brand with their dedication, commitment and elite performance, which is consistent across social media, retail, and advertising.
Under Armour: Grit and Resilience
Under Armour’s branding is solely focused on performance and the ability to withstand challenges, perfectly captured by its slogan, ” The Only Way Is Through.” The bold black and white logo and no-nonsense fonts paired with gritty visuals that Under Armour uses to convey their no-nonsense commitment is quite prominent on social media platforms. On Instagram, TikTok and other fitness apps like MyFitnessPal, the resilience and hard work are clearly displayed in Under Armour marketing visuals.
The brand works with a variety of athletes including Stephen Curry and Tom Brady to increase brand equity by emphasizing that all great things come through effort and determination. This is evident in the campaign “Through This Together,” launched during COVID when the whole world was in turmoil and needed motivation. Home workout routines abound during the best showcase and perseverance, together with staying true to the brand’s identity.
Connecting Digital to Real-Life Engagement
Building Community with Nike
Nike has mastered the art of blending the virtual and real worlds together. Nike Training Club and SNKRS are both part of the Nike app ecosystem, which enhances the physical stores by offering tailored fitness plans, product suggestions, and exclusive launches. Instagram also has motivational posts as well as customer stories, while YouTube has professional level training and lifestyle videos.
Nike allows customers to interact with the brand in multiple ways. By integrating its platforms, customers can enjoy and trust the same brand values everywhere.
Digital Integration for Under Armour
Under Armour’s App ecosystem, comprising MapMyRun and MyFitnessPal, takes its application of performance to the digital world. They don’t just track activities, but also actively motivate users with personal motivational messages. On social media, Under Armour builds community by challenging customers to show their fitness achievements and motivates them to do more.
Important Things for Your Brand
Inspired by the approaches of Nike and Under Armour, here are some important dos and don’ts that will help you keep your brand in the conversation or better yet, “front of mind.”
- Communicate Your Fundamentals Clearly: Determine a central value that best resonates with your audience and reflects your brand. Make sure it is direct, easy to understand, and is part of all your communications.
- Establish A Visual Identity Guide: Develop an all-encompassing brand manual that governs the application of your logo, color palette, font style, and imagery. Ensure that the style guide is accessible to all departments in your organization.
- Utilize Social Media Platforms: Design or integrate tools into your system, such as apps, that can be used to engage the customer more and ensure your brand is remembered.
- Authenticity Speaks to Your Customers: Create social media accounts for your business to showcase customer stories and promote user-generated content. Run campaigns or challenges that speak to your brand to build community and engagement.
Truly Believe in Your Brand Principles
When you’re able to follow these points like Nike and Under Armour did, you would have created a reliable strategy that consists of trust, loyalty, and consistent branding. A brand does not only need to be recognizable. You have to make it memorable. Every single piece of communication and other interactions makes your brand relatable, which would inspire freedom of emotion.
When this is done correctly, branding makes the business a partner to the customers and not a source. This is why Nike stands for empowerment and Under Armour stands for resilience. Thus, by making consistency in your branding and brand imagery a priority, you’ll set the foundation for long-term success in your brand.