Nike is one of the most successful and well-known brands in the world. The brand is synonymous with high-quality products and innovative marketing. Nike’s success is due in large part to its strong branding strategy.
However, things weren’t like chocolate and sprinkles back then as they’re now. Nike’s marketing journey was filled with trials and errors like any other brand looking to make it big.
Nike’s branding strategy has evolved over the years, but the company has always remained true to its core values of innovation, quality, and inspiration. Nike is a great example of a brand that has built a powerful and enduring brand by staying true to its roots.
And if you look close enough, you’ll realize that Nike isn’t all about its variously branded shoes. Nor is it known for its athletic apparel.
Nike is reminiscent and representative of its consumers. The Nike brand is synonymous with a lifestyle that everyone can relate to and feel they need to have.
And the best part? The Nike marketing strategy is an intentional brand positioning story that depicts a powerful customer loyalty built over the years.
Develop a Personal Brand Strategy Like Nike’s
When you’re looking to grow your business and establish your brand positioning strategy it’s only natural to look to big names in your similar market to learn from their successful journey.
Your branding serves to set you apart from the competition and gives your customers a perspective that lasts a lifetime.
So, how can you develop and guide people’s perspectives to highlight your brand in an innovative yet intuitively simple manner similar to what Nike has achieved through its marketing strategy?
Let’s get into the details.
What Nike’s Marketing Strategy Teaches About Effective Branding Strategy
Nike doesn’t hide its marketing strategies from the world. Its statistical data in all aspects of digital marketing and personal growth is open to the public.
This transparency and authenticity are what make Nike more than just a sportswear brand for its consumers.
If there’s something you can learn from what Nike has managed to accomplish in its lifetime so far, here are the details.
Lesson #1: Establish brand recognition with a compelling tagline
There is almost no point in presenting Nike. Their brand recognition is off the charts. Beyond the swoosh logo that Nike sports, its tagline, Just Do It, resonates with just about everyone, and not just those in the sports field. It is an open-ended motivational shout-out that every person can interpret as they want.
Just Do It ignites an actionable will that connects the brand unconditionally with its audience. It is not just about achieving fitness goals but spans wider into the everyday life of common people. This personal mantra is the core of every single one of Nike’s ads and without fail accomplishes to promote the product without marketing it specifically.
Lesson #2: Prioritize brand story over the products
Although a bit sidetracking in nature, promoting your brand story relies majorly on emotional marketing. Nike isn’t direct nor is it indirect with its message. And upon a closer look, Nike doesn’t put across its athletic shoes in all its ads.
There is often no mention of Nike’s products anywhere in the ad and yet people understand and can relate to the emotional branding since the brand story prioritizes everyday people’s challenges and the pain they have to face as they keep progressing forward.
Every campaign of Nike’s brand positioning shows how significant it is to create compelling content that speaks beyond words and visual media to positively reinforce their target audience to pursue greatness every day, even in the little things in life.
Lesson #3: Empower the general audience and know how to cater to women
Nike’s marketing strategy connects well with its consumers, from those who require jogging shoes to running shoes to just everyday casual sneakers. However, Nike’s advertising strategies when it comes to women’s empowerment are nothing short of powerful.
Other sportswear ads manage to create a bias in the viewer’s minds and portray women in either an overly feminine manner or weak and dependent. In Nike’s case, women are given the real value they deserve with a brand message that is just as inspirational and impactful, depicting women as passionate and dedicated individuals.
Lesson #4: Harness the benefits of social media channels
The importance that Nike gives to digital marketing is no joke. While it makes comparatively fewer ads, the brand and content marketing teams focus on furthering their social engagement.
Statistics indicate that Nike holds social supremacy over all other brands on every social platform available, with the highest number of subscribers and followers. Their content is relatable, inspirational, highly engaging, and above all consistently refreshing to click with the audience’s goals of hopes they desire to achieve.
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Lesson #5: Use the right hashtags to create a dedicated community
For Nike, their social channel space is a platform through which they build a lifestyle and foster a sense of belonging to a community among their loyal consumers. Almost every post or tweet ends with a #justdoit hashtag, with short compelling content.
Other community-building hashtags like #nikewomen and quote-centric posts create a comfortable and mutual platform for brand-fan interactions. Nike’s online business strategies make ample use of this capability to reach out to their consumers and connect with them beyond the limits of selling and marketing.
Lesson #6: Mirror an engaging persona
Nike dominates the social media channels and various video platforms by creating content and delivering value that represents its empowering online branding. Nike is a mirror reflection of its consumer’s desires, projecting strength, determination, and passion when engaging through its ads.
Nike makes you want to set yourself apart from the rest, do something amazing, and achieve something simple beyond your imagination. Its passive-aggressive approach has worked wonders to ignite the will to Just Do It in its consumers, making it timelessly iconic and not just for its shoes.
Lesson #7: Curate your brand strategy around a needed feeling
Nike didn’t start with wanting to create the world’s best running shoes. Its primary purpose at the time of establishment was to offer its customers a better way to get and stay fit. Running as an activity was fairly common with athletes and children but not with the general masses.
It was the growing white-collar workforce that set the stone for cardiovascular health initiatives and eventually created the need for running shoes and started the jogging craze.
The same applies to your business ideas. When curating your brand strategy, imagine yourself in the customer’s shoes, no pun intended. Think beyond just delivering product satisfaction or exemplary customer services. Focus on the functionality of your product, its intended goals, and the edge it has over similar products, and then come up with a plan to give your customers exactly what they’re looking for.
If you’re still unsure, do simple keyword research online to source what sort of content better resonates with them and solve their problems accordingly.
Lesson #8: Sell product benefits, not the product itself
Just like creative copywriting, Nike adopted the policy of selling product benefits to the public instead of directly marketing the Nike shoe. Here is an example.
It took a while for the craze for jogging to set in but when it did, people needed jogging shoes to get comfortable with the idea of maintaining their health. And while the concept of jogging was fairly understandable, people didn’t understand the need to make adjustments to the treads.
Nike’s co-founder, Bill Bowerman, creative as he was, experimented with his wife’s waffle maker to produce the first feature of Nike’s shoes. Known as the Waffle Tread, the purpose was to make shoes lighter for optimal running.
The feature wasn’t appreciated completely until the shoes proved themselves by significantly increasing a runner’s pace. Once this fact came into the limelight, the product became industrially recognized and successful with time. So, Nike didn’t sell shoes as much as it sold the shoe’s benefits.
Lesson #9: Invest in influencer marketing
In the world of marketing, famous athlete endorsements have been around for decades. Nike is a prime example of a brand that has leveraged these endorsements to great effect.
The company was founded in 1964 and quickly became known for its innovative marketing campaigns. In the early days, Nike focused on famous athletes like track star Steve Prefontaine and basketball player Michael Jordan.
Not to forget signing on Bill Bowerman, the then track and field coach at the University of Oregon, for a business partnership. The year 1964 is fondly remembered in Nike history since it only took an investment of $500 in the exchange for a legacy and brand that now are worth millions.
These endorsements helped to establish Nike as a major player in the sporting goods industry. Today, the company continues to use famous professional athletes to promote its brand.
Kobe Bryant, Derek Jeter, Tiger Woods, and Maria Sharapova are a few more celebrity endorsements that Nike’s branding strategy has to show.
However, Nike has also expanded its focus to include influencers from other fields, such as music and fashion. This diversification has helped Nike to reach a wider audience and solidify its position as a global powerhouse.
Lesson #10: Be open to incorporating new technologies
The upgrades that Nike shoe sport is amazing, to say the least. Each feature created a stir when launched and rightly so.
The most recent technological innovation in Nike brand shoes is the Self-lacing shoes, Hyper Adapt 1.0, that automatically tighten once the wearer puts their heel in the shoe. It took an estimated 10 years for Nike to roll out this upgrade after rigorous field testing and compatibility.
Their innovative streak began quite early, with Bill Bowerman introducing the Waffle Tread by experimenting with a waffle maker to produce the lightest shoes for running. Further upgrades to the running shoe were to make them sturdy, featured in the Flyknit model.
Nike Air Vapormax replaces the foam padding to include airbags for greater cushioning and relief. 2006 saw the incorporation of i-pod connectivity to track a runner’s distance and pace.
Sure, not all upgrades worked out as desired, but Nike stayed strong in delivering value through their athletic wear and kept innovating to find which product better resonated with their audience.
Lesson #11: Price your products for both the elite and enthusiastic consumers
Nike’s brand strategy is a mix of many individual factors and pricing is one among them. Nike ensures the implementation of both premium prices and value-based prices to sell their various shoes.
Value-based pricing is based on customer perception and is adjusted accordingly when determining the maximum cost that consumers are willing to pay for Nike products.
Premium pricing comes into the picture when you consider all of Nike’s celebrity endorsements made with high-profile athletes and influencers. Such shoes with branded modifications seem to reserve the premium pricing model to maintain the status quo.
Lesson #12: Stay ahead of your competitors
Nike has thrived in the face of competition and always motivated itself to go beyond its limits when it comes to upholding this message for its fans. Staying busy allows the company’s brand to keep hustling and innovating, constantly challenging themselves and their competition.
The competitive advantages that Nike holds over its rival brands are scintillating indeed. They launched their website in 1999, sometime before Foot Locker and years before Adidas. The website sales results speak for themselves today.
Nike was foremost in identifying the potential of social media and utilizing this opportunity to its best. Today, you’ll find the brand and its fans interact on a much more intimate and productive scale than any other brand has ever achieved. Nike’s customers achieve a lot more from their association with the brand than just satisfying products.
Not to forget Nike’s optimal use of technology in their shoe upgrades to keep customer loyalty and build a successful brand.
Get inspired and build a successful branding strategy like Nike’s!
Take as much as You Can From Nike’s Evolution as a Brand
Sometimes, creating your own story requires inspiring yourself into action. And Nike has lived through its trials and tribulations to become what it is today.
Nike began as a company named Blue Ribbon Sports, founded in 1960 by track star Philip Knight in association with his coach, Bill Bowerman, whom you’ve heard about.
Nike was originally just a distributor of sports goods and accessories for another company. Having outgrown the partnership, Nike began making its shoes in the early 1970s.
The swoosh logo along with the Nike positioning underwent a lot of changes before finally settling for the most iconic brand positioning today.
Final Thoughts on Getting Inspired by Nike’s Branding Strategy to Build a Powerful Brand
Nike’s marketing strategy is the stuff of legend. Over the years, they’ve managed to build one of the most recognizable brands in the world. And while many lessons can be learned from their success, one of the most important is the power of effective branding.
By creating a unique and consistent brand identity, Nike has been able to achieve incredible levels of success. And while other companies have certainly tried to copy their formula, Nike remains the gold standard when it comes to building a world-class brand.
So, if you’re looking to create a powerful and enduring brand, take a page from Nike’s playbook and invest in a strong branding strategy. It could just be the key to your success.
Growth Hackers is an award-winning fashion marketing agency helping businesses from all over the world grow. There is no fluff with Growth Hackers. We help entrepreneurs and business owners create an effective branding strategy like Nike, increase their productivity, generate qualified leads, optimize their conversion rate, gather and analyze data analytics, acquire and retain users and increase sales. We go further than brand awareness and exposure. We make sure that the strategies we implement move the needle so your business grow, strive and succeed. If you too want your business to reach new heights, contact Growth Hackers today so we can discuss about your brand and create a custom growth plan for you. You’re just one click away to skyrocket your business.
