With their success stories spreading from local to global, some countries are very lucky to have brands that are identified with them, and when IKEA is mentioned, Sweden comes to mind, and when Sweden is mentioned, IKEA and its wonderful meatballs come to mind, which is one of the most successful brand perceptions a brand can achieve.

Today, we are talking about IKEA's simple-designed, stylish and positive products that are more affordable than its competitors and focus on multiple functions, as well as its successful communication strategies that enable the brand to establish a strong bond with its customers. The success story, which can be told as a worldwide success story, now means much more than do-it-yourself furniture or round-shaped meatballs served with a special sauce.

IKEA's communication strategy actually has a multi-faceted structure that covers a journey at every stage from customers' arrival to the store to assembling and using the products themselves, and consistency, which is an indispensable component of the communication of a successful brand, is evident everywhere, from the brand's printed catalogs to commercials.

IKEA The central point of communication: IKEA Catalog

From past to present, IKEA catalogs are a true legend in every geographical region where they are printed, published and distributed, and are still high on the list of the brand's most important tools for communicating with its customers. IKEA not only exhibits its products in the catalogs it prepares; It explains that a way of life is possible within the framework of inspiring ideas and in existing areas.

Therefore in IKEA catalogs, we see sections from people's real lives and products integrated into our lives. Therefore, we have a desire to buy a product from IKEA and start using it from the moment we see it in the catalogue. This could be a very functional cabinet, a cinnamon and apple scented candle, or a Scandinavian-inspired lamp.

A communication strategy integrated with the in-store experience

If there is an IKEA store in your city, I would like you to note what you do when you go there. My notes include looking for furniture for the home, wandering the accessory aisles, looking for a new chair for the office, and of course eating shrimp salad and Swedish meatballs at a Swedish restaurant. 

Today, we no longer just shop at IKEA stores; the stores are experience centers for us. Cubic areas established in very large areas do not only show us the products; It tries to turn the customer's decision to purchase the product in its favor by explaining how and in what ways the products are used and what functions they have in terms of their applications.

How does IKEA differ from its competitors?

When it comes to places that play a big part in our daily lives, such as homes and offices, the most important difference that separates IKEA from its rival furniture suppliers is accessibility for everyone can be defined as . The "democratic design" philosophy adopted by the brand places well-designed products in the middle of the balance of quality, sustainability and price.

When we shop for furniture, someone usually comes and sets up the furniture for us in our home. IKEA has brought into our lives an understanding that completely destroys this consumer behavior: Do it yourself (DIY). The approach, which is believed to optimize the cost and therefore the prices of not employing someone to assemble furniture, is very important for IKEA to give its customers a sense of control over their products, and the customer who makes his own furniture writes a success story from the stages he goes through while making the furniture.

Sustainability and environmental awareness are no longer just a definition used by environmentalists publishing on the internet, but situations that everyone, including us individually, need to think about and do more than their part. The materials used in all areas of home and office life have also had their share of this, and brands are now paying more attention to the environmental impacts of their products when launching their products. The use of renewable materials, offering slightly damaged materials at more affordable prices, reducing waste, recycling and even encouraging second-hand use are concepts that are no longer far from IKEA. This not only reframes IKEA's corporate image as an environmentally responsible company, but also strengthens its contribution to the economic cycle in the countries in which it operates.

Why are localized communication styles important for global brands?

In an article I wrote about Apple, I mentioned that the brand simplified its messages as much as possible and successfully implemented a transcultural form of communication. The same applies to IKEA when we think on a global scale, but we see that it develops local communication campaigns depending on consumption patterns and habits in certain markets. This approach is a common method that can be preferred to establish closer ties with customers living in certain geographical areas.

Influences of Scandinavian culture on IKEA's identity

We can define the basic components of Scandinavian culture, which we generally associate with being cold and snow as a first impression, as simplicity, functionality and aesthetics, and it would be a great loss not to use these in communication strategies. 

Another criterion we need to add to this feature is the storytelling in Swedish culture. Swedish culture and storytelling are used in many details, from the names of the products in IKEA's portfolio to the catalogs containing these products, and even the recipes offered in the restaurants in the stores. When we evaluate this method on a sector basis, it appears as an important feature that distinguishes IKEA from its competitors.

What can we learn from IKEA for a strong communication strategy?

Whether global or local, we have a lot to learn from IKEA's communication strategy as we develop our own. The most important topics that make this strategy, which we can define as an example of long-term success, an effective communication method: to differentiate itself, strengthen customer bond, be inclusive and consistent can be defined as.

This form of communication that IKEA maintains is very simple and very important as it shows how brands that focus on the customer are a powerful transformative force.  With minimal design, thoughtful and simplified presentation, sustainable and environmentally friendly production/supply, and an effective storytelling that combines all of these well, IKEA is now more than just a store selling furniture, it has a place that touches the lives of its customers and has a place.