Have you noticed that some brands stand the test of time, while others seem to always go through a rebranding process, or disappear completely?
It’s no accident that some brands become icons, while others fail to make an impression. So what’s behind their success? Let me share with you some of their secrets…
Execution linking back to Vision
Successful brands have their foundation built on a strong vision. They know what kind of an impact they want to make and how they’re going to achieve it. From the overall direction of the brand right through to lowest level of execution, everything links back to a strong sense of identity and purpose. This level of consistency sets them apart and makes for memorable brand experiences with their clients and customers. Take Apple as the best example of a strong link between vision and execution:
We believe that we are on the face of the earth to make great products and that's not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well."- Tim Cook, CEO of Apple Computer (Quoted on Business Insider).
A thoughtful mix of strategy and good design
Strategy and design go hand in hand and it’s the combination of the two that create long-lasting brand identities. Dieter Rams is famous for quoting “Good Design is often invisible, it’s bad design that stands out”. The same applies for strategy. A lack of strategy or strategy that has been misapplied will often miss the mark with audiences, or reach the wrong audience entirely.
Good design combined with the right strategies allow for a seamless and enjoyable brand experience with customers and clients. They might not be able to notice or verbalise why they enjoyed working with or purchasing from a certain brand, but they knew that they had a good experience. That’s the subtle art of branding at play.
Branding should effortlessly connect with and build trust with the right audiences, and strategy should make it easy for them to take the next step - whether that be to purchase a product or invest in a service.
Successful brands are the early adopters of new ideas, technologies and strategies that make sense for their brand and the wants and needs of their people. They are always on the cutting edge, looking to the future and how they can differentiate themselves and adapt. However the brands that stand the test of time don’t blindly adopt any new trend, but make decisions based on their unique identity and vision, and how new developments can further provide value. A great example of this are luxury brands like Balenciaga, Gucci and Dolce and Gabbana providing virtual fashion experiences in the meta verse, allowing a new customers to access luxury designs at an accessible price that would not be available to them in the physical world.
Brands that last put their people first. They invest in good customer service, and high quality products. They listen to their clients and customers and make the necessary changes to ensure the experince of interacting with their brand sets them apart from the rest. Their messaging, and visual identity is built around the wants and needs of their target market, and they focus on their own people rather than what the competition is doing.
The je ne sais quois
Finally, brands that truly set themselves apart for the long term have the X-factor, the je ne sais quois. They incorporate elements of surprise and delight into their marketing, their visual branding, their products and their services. Perhaps they have funny and entertaining marketing, playful packaging, bonus gifts or personalised thank you cards. Even a very small detail can make a huge difference when it comes to providing the X-factor to a client or customer.
Thinking of Rebranding?
You want to rebrand successfully but you’re not sure how to be confident that now is the right time.
Well, you can stop wondering.
My free Rebrand Checklist will help you know when it’s the right time to rebrand, and what it will take to rebrand successfully, so you can have the confidence to make the right choice for your business.