We’ve all, at times, wished we were “cooler.” We have all longed for the mass appeal that would earn us the tag of “popular.” Others told us it wasn’t important, that “being cool” didn’t contribute anything to our success or happiness in life.

That may be true for humans, but when it comes to brand names’ success within their own target audience circles, being cool is everything.

Allow me to explain: “Cool” is indicative of others’ opinions. You can’t label yourself or your brand “cool” and expect it catch on. Instead, you must highlight what is unique about you (and your brand) and then wait for others to form opinions, create a buzz, and ultimately determine the cool factor of your brand.

Remember that your brand is not what YOU say it is, but rather, what OTHERS say it is. You can try to influence perceptions, but those perceptions ultimately belong to those interacting with your brand and receiving your messages, i.e. those who have the power to label it “cool.”

The Coolest Brand Names

As we develop our brands, we should look to big brand names as good examples of how it’s done. Not to copy their precise movements, but to take example from their responses to their own market climates.

To help with your studies, CoolBrands has once again released its Top 20 Coolest Brands in Britain list. This list is compiled using votes of branding experts from the company’s very own Expert Council as well as 2,500 random Brits. It is an opinion poll, supported by nothing more than judgment and belief; however, isn’t that the core of brand perception? Which is the core of brand appeal? Which is the basis for brand names’ success?

And here’s that list, with Apple maintaining 1st place for the 4th year in a row:


  1. Apple
  2. Ray-Ban
  3. Glastonbury
  4. Nike
  5. Netflix
  6. Alexander McQueen
  7. Instagram
  9. YouTube
  10. Aston Martin
  11. Spotify
  12. Google
  13. Royal Albert Hall
  14. Sonos
  15. Whole Foods
  16. Bang & Olufsen
  17. Ace Hotel
  18. Adidas
  19. Virgin Atlantic
  20. Liberty

Would you agree that these are the top coolest brands in Britain? If you can’t identify with every brand personally, I’m certain that you can at least acknowledge the buzz (i.e. the coolness) that surrounds each.

So how can you score that cool factor for your own brand? Here are a few pieces of advice from the experts in brand names at How to Build a Brand:

  • No person, or brand, can be cool in the eyes of everyone. For that reason, ensure that you’re choosing your target audience carefully. Choose people who have the problem you’re solving, and who are ready to listen to your message. Building this branding foundation will boost your cool factor.
  • Figure out your USP (Unique Selling Proposition) and use it. Everyone who’s ever been called “cool” has had something unique to offer. Discover this USP, market it, and you will attract the people who will call you “cool.”
  • Be honest about your corporate values. Incorporate them into your branding and marketing. You will then attract the types of ideal clients who share those values and who will, by default, think your brand is pretty cool.
  • Fill a gap in the market. Take note of comments made about competitors—especially to those “I wish” comments that address things that are missing. Fill those gaps, and your brand will not only take on a hero-type identity, it will be super-cool.

Caveat: Brand names that are considered “cool” within their target audiences generally experience significant success. To the contrary, those brand names that try to appeal to everyone—who pursue the “cool” tag from the masses—are rarely successful. Spray-and-pray branding and marketing do not work. What does work is the targeting of people who need your service and who have expressed interest in what you’re offering.

Ready to learn more about how the coolest brand names do it? Then you’re more-than-ready for our FREE B.R.A.N.D. Kick Starter ONLINE Masterclass. Secure your spot here.

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