Placing Your Brand in the Bedrock of Miami Culture
When and how do brands become more than just a logo? In a city like Miami, cultural branding is the key to tapping into consistent well of brand affinity and loyalty.
What is Cultural Branding?
The best brands evolve from mere logos and slogans into cultural symbols. The Nike swoosh or the McDonald’s golden arches represent more than just shoes and burgers; they’ve been woven into the fabric of American culture. If we look at a regional level, the Burger Wars have drawn out battlelines in each region: the west coast is In N Out Burger, Texas and the south belong to Whataburger, while Shake Shack rules in the northeast.
These aren’t just fun associations for consumers. When a brand goes supernova and becomes an icon, it naturally sees significant increases in all of the traditional branding KPIs: recognition, recall, affinity, and more. This gives the brand a massive competitive advantage because every single brand placement carries so much weight.
Miami’s Most Iconic Brands
Miami has a distinct and rich culture in general, never mind the subcultures that prosper in different neighborhoods within the city. Its most iconic brands have been laid into the foundation of this culture over time. The Miami Heat, Publix, Vicky Bakery. Each of these brands feels uniquely Miami, even if Publix has now expanded across the southeast United States and Cuban bakeries become more common in other cities.
How do you create something that becomes a piece of culture?
If we look a little more closely at these brands, we can identify four ingredients that are essential for any brand that wants to integrate itself into the hearts and minds of the people of Miami.
The first ingredient is Time. It’s critical that we identify this first because every other ingredient or consideration that goes into creating a brand that becomes a cultural icon will depend on the passage of time. This concept holds for most circumstances, but in a city that seems so susceptible to trends, it’s important that we prioritize patience.
Second, the biggest difference makers are Quality and Value. When you think of brands like the Miami Heat or Publix, Miamians trust them because of their dependable quality and the value they bring. The Heat put a competitive on the court each year and provide high quality entertainment season after season. Publix, even with its higher prices, delivers value to loyal customers because of its quality products.
Third, and related to the second point, is Consistency. Vicky Bakery customers know exactly what they’re getting every time they walk into any of the bakery’s locations across the city. Like the Miami Heat and Publix, the Vicky Bakery brand is dependable and represents a consistent, high quality offering of one of Miami’s most beloved culinary genres.
Lastly, a true Miami brand must have a distinct and confident Personality. It’s difficult, and perhaps not even worthwhile, to pin down exactly what kind of personality a brand needs to have to succeed in Miami, given the city’s idiosyncrasies. However, we do know that the brand needs to stand on its own, without borrowing or relying on other brands, and needs a solid, confident foundation.
Making It In Miami
Ultimately, these four keys represent just the foundation of what it takes to build a transcendent brand in a city like Miami. How these keys manifest depends on each individual product or brand, but building around these ingredients gives you a starting point.