A tasty variety of chocolates, delicious fresh coffee, crunchy sweet biscuits and a beautiful mission to “improve the quality of life for everyone, today and for generations to come” (Nestlé). That is how they manage to be a fantastic brand, they connect all of their actions to their mission and always worry about our surroundings. Nestlé was founded in 1866, by Henri Nestlé and has grown into a revolutionary business, becoming the most famous sweets company since 1948 and the largest food and beverage industry in the world. The company was the first milk factory in Switzerland, and developed the first innovative baby food in 1867, known as the life-saving children cereal, due to the nutrients and vitamins present. The company’s focus is to improve the lives of every person by their nutritious and tasty products, and they manage to captivate users through branding strategies, that is, building their image and managing its favorability to consumers (Firestone). They use their brand identity to bring customers a feeling of care and confidence in them, as well as their unique product packaging and buying experience, since they are looking forward to an innovative and healthier sustainable environment, and consequently attracting customers to take part in their idea. They also use their site as a fixed advertisement.
Nestlé’s motto makes us feel that their products will change our lifestyle. Their logo brings an idea of liberty and security and the brown color means “strength and reliability” (“The Color Psychology of Brown”). That connects to their motto and mission, since both show that their products will bring strength and nutrients. The logo can be easily recognized: a brown colored figure, two little birds and their mother. This has a simple meaning: the feeding process that starts in childhood, that can be easily built with Nestlé products, as they state in their website: “We believe in the power of food to improve lives. Good food nourishes and delights the senses. It helps kids grow up healthy, pets thrive, parents age gracefully, and everyone lives life to the fullest. Good food unites us. Good food also respects our planet and protects resources for future generations”. Overall their logo brings customers a feeling of care and confidence in the brand. In addition, the name of the company is inspired by the founder’s last name, Henri Nestlé, which in German means “small nest”. The business also offers a bunch of products and services for every other special stage of life, including food for pets, as cited in their mission. Their motto, “Good food, Good life” reinforces the idea of a healthy environment, as they also want to show that image to their customers, with that building their brand identity. However, the motto has more than one interpretation, the healthy aspect and the flavor. “Good food” can mean that the flavor is really good, and it also suggests that it will make your life better and healthier. If you have “Good food” you will have a “Good life”. All of those aspects collaborate with the brand’s mission.
The company is also looking forward to innovation, building a better environment and has a huge connection with sustainability as presented in their site: “At Nestlé, we’re striving for a more sustainable future, towards a healthier planet, a stronger and more responsible society, and a thriving economy”. They also highlight that two of their principal goals are: achieve net zero emissions by 2050, that means, according to the National Grid website, to balance between the amount of greenhouse gas produced and the amount removed from the atmosphere, finally reaching net zero when the amount added is no more than the amount taken away and emissions, according to Greenly.earth’s blog, are tiny particles released into the air from different sources, such as industrial processes, transportation and much more. They also point out that by 2025 they want to make all of their packaging reusable or recyclable, and will invest more than $3 billion globally over the next few years to accelerate this work. As we can see, Nestlé is day by day getting closer and closer to changing our environment by practicing sustainable activities and rethinking all aspects of their business, from the ingredients, to their packaging and how they transport their products. In the website we can see how they are reaching this grand evolution in sustainability. Furthermore, they are not late for this cause: their coffee capsule manufacturing is done in a Triple Zero factory, which means that it does not use potable water, does not produce waste for landfills, and completely offsets 100% of its emissions. In addition, they can also be recycled and given a second life according to a program that has been in place since 2018, all they need to do is be disposed of in recyclable garbage or at voluntary distribution locations. That can end in a branding strategy, people really support them and feel like the brand is doing something unique and has really been helping in inspiring other businesses.
A way for the business to stay connected to their customers and to communicate with them about their products, events and much more is by their site. The homepage only has essential information, which brings the visitor a feeling of simplicity and purity, and it is easy to navigate, making it difficult for them to get lost. We can also notice some categories, most of them talking about the company itself and the minority about what they offer and their services, which appear really well explained. Their main categories are: “circularity”, “planet”, “experience”, and last but not least “recipes” which can be considered a branding strategy, since the recipes presented there are made with Nestlé products so it technically influence the customers to buy them so that they can try the recipe, buying more and more products, giving favorability to the brand.
Nestlé also believes in the young people’s actions towards their mission. Through the campaign “Generation that does well”, they share their ideas with the revolutionary society of our country by presenting job opportunities and supporting the young ones in a journey of protagonism. Showing that they are worried about how the new generations will influence the companies today and how they will learn to innovate and to share ideas.
The company uses their brand identity, and their strategies to reinforce their mission. They attract customers not only so they can earn money, but to also call them to participate in their idea, help them have a better life, and so they can understand how important it is to have a healthier lifestyle. Therefore, Nestlé shows their connection with sustainability by thinking of projects and new ideas to innovate their packaging, consequently showing people how they should collaborate with our surroundings.
Works-Cited
Nestlé Logo: Valor, História, PNG. 18 Feb. 2022, logosmarcas.net/nestlé-logo.
“What Is Net Zero?” National Grid Group,www.nationalgrid.com/stories/energy-explained/what-is-net-zero.
“Nestlé Brasil: Seja Bem-vindo!” Nestlé, www.nestle.com.br.
Gendre, Ines. What Are the Main Pollution Emissions? 25 July 2022, www.greenly.earth/blog-en/what-are-the-main-pollution-emissions.
Firestone, Ezra Shopify Affiliate \U0026 Commerce Coach. “What Is Brand Strategy? Definition and Guide.” Shopify, 24 May 2022, www.shopify.com/blog/brand-strategy.
“The Color Psychology of Brown.” Verywell Mind, 26 June 2020, www.verywellmind.com/the-color-psychology-of-brown-2795816.
