|
|
Building Brands: Unraveling the Red Bull Phenomenon
I was fortunate to recently have breakfast with Jen Davis who is the Marketing Manager for Red Bull. Firstly, as an ex-Toowoomba girl, she is awesome. But I was intrigued by her insights to what makes Red Bull such a powerhouse and iconic global brand. These insights are hopefully relatable back to anyone in business that are building a brand uniquely.
Red Bull, a global energy drink giant that has not only become a household name but has also established a powerful brand associated with adrenaline and high-performance lifestyles. Yes that’s right, a soft drink / energy drink spends the huge majority of the marketing spend on the ‘feeling or association’ you can expect to receive, rather than the product itself.
For small businesses, effective marketing is the key to reaching a wider audience, building brand recognition, and ultimately driving sales. In a world inundated with choices (which will only get worse with AI generated content and social media), the importance of standing out cannot be overstated. This is where marketing comes into play, acting as the bridge between a product or service and its potential consumers.
Red Bull's success story is a testament to the impact of strategic marketing.
The brand has not only penetrated the highly competitive beverage market but has also created a distinct identity that goes beyond just being an energy drink. The secret lies in the emotional connection it has managed to establish with its consumers, making them feel a certain way when they consume a can of Red Bull. Think Extreme sports, like Red Bull F1 team (the current world champions), Red Bull World Rally, Red Bull Cliff Diving, Red Bull Air Racing, Red Bull Rampage, Athlete sponsorship, Red Bull Stratos (yeah google that), and so much more like the ‘content pool’.
One of the core elements of Red Bull's marketing strategy is its association with adrenaline-fueled sports and activities. By sponsoring events like the Red Bull Racing Team and hosting livery launches in unique locations like Toowoomba Airport, the brand taps into the thrill-seeking nature of its target audience. The choice of high-energy and extreme sports aligns perfectly with Red Bull's messaging, creating an emotional connection with consumers who aspire to live life on the edge.
When individuals crack open a can of Red Bull, they aren't just consuming a beverage; they are indulging in an experience carefully crafted by the brand. The association with adrenaline sports creates a sense of excitement, adventure, and empowerment. The ‘high’ you can only get through adrenaline, endorphins, and physical movement. This emotional response is what sets Red Bull apart from its competitors, turning a simple drink into a symbol of an active and dynamic lifestyle.
Furthermore, Red Bull doesn't just sponsor events; it curates and creates them. This was evident in their livery launch held at the WellCamp Airport recently which was supported by thousands of fans from across the Country.
By taking an active role in shaping these experiences, Red Bull solidifies its position as a lifestyle brand, not just a beverage provider. Consumers aren't just buying a drink; they're buying into a culture and mindset.
So how do you bring that marketing mindset into your own business?
I understand that not everyone (or anyone here in Toowoomba) has the marketing budget of Red Bull. So here are a few things to consider as you build your own brand:
●
Understand Your Audience
Identify the emotions that resonate with your target audience. What matters to them? What are their aspirations and challenges? If you don’t know, ask your ‘ideal’ client and try and clone them.
●
Tell Your Story
Share the story behind your business. Explain why you started, the challenges you've overcome, and the values that drive your business. Personalise your narrative to make it relatable and human. People connect with stories, and a compelling story can create an emotional bond. Above all else, people want to deal with people, even in this digital AI infused world.
●
Create a Unique Brand Personality
Define your brand's personality and voice. Are you friendly, professional, quirky, or caring? Ensure consistency across all communication channels. Infuse your personality into every aspect of your business, from customer interactions to marketing materials. Really importantly, don’t be scared to be different OR standout!!! Toowoomba is ready for more of that.
●
Engage in Community Initiatives
Support local causes and events. Sponsor or participate in community activities that align with your brand values. Showcase your involvement through social media, local press, and on-site promotions to demonstrate your commitment to the community.
●
Customer Testimonials and Success Stories
Share customer testimonials and success stories. Highlight the positive experiences of your customers to build trust and emotional connections. Use real customer quotes and stories in your marketing materials to make your brand more relatable.
●
Create Emotional Content
Develop content that triggers emotions. This could include storytelling videos, behind-the-scenes glimpses, or content that evokes nostalgia. Use social media to share authentic and heartfelt content that resonates with your audience. A local business that does this well is Hogans Family Jewellers.
●
Offer Unique Experiences
Provide unique and memorable experiences for your customers. This could be through exclusive events, loyalty programs, or personalized services. Engage all the senses, including sight, sound, and taste, to create a holistic and emotional experience.
●
Listen and Learn
Actively seek feedback from your customers. Listen to their opinions, concerns, and suggestions. Show that you value their input by making improvements based on their feedback.
Effective marketing creates an emotional connection with the audience
In conclusion, for small businesses aspiring to make a significant impact, the lessons from Red Bull's success are invaluable. Effective marketing goes beyond product promotion; it creates an emotional connection with the audience. By associating itself with high-adrenaline sports and events, Red Bull has elevated itself from a mere energy drink to a lifestyle brand, making consumers feel a certain way when they engage with the product. The Toowoomba livery launch is just one example of how Red Bull strategically weaves its narrative into the fabric of a thrilling and dynamic lifestyle, showcasing the power of marketing in creating lasting brand impressions.
So when you’re at the servo, thirsty and tired, have a think about how you ‘feel’ when you crack the lid of a Red Bull can… there are billions of dollars riding on the fact they have influenced that feeling…
Chris Black
If you need help with your business, unsure of the steps to take, reach out for a confidential obligation free chat.
Chris is a self-confessed business nerd and the brains behind Purpa. He lives for helping businesses and businesspeople find their purpose, uncover their potential, and then provide the systems, processes, and accountability to make it happen.
