What makes a brand resonate?
Is it a strong visual identity? A relatable story? Does it make waves?
We felt it would be appropriate to reflect on our observations from developing hundreds of brands over the course of our company’s history to give you our perspective on building successful brands. This requires not only outstanding creative, but a fundamental alignment of vision and execution. We’ve compiled some tried-and-true guidelines to consider when it comes to building outstanding brands.
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Your brand amplifies your message
All organizations need a suitable brand identity that is foundationally supported by a clear mission statement. It provides a visual representation of how an organization, its team, and its offerings serve that mission. Whether it’s for a B2B or B2C business, an association, a non-profit or a personal endeavor, the brand should be the amplifier that ensures the message is heard loud and clear.
Brands should be experienced in the
Highest Fidelity
First impressions are critical, and the path to engagement with one’s brand can start from a variety of sources. Whether a brand is first discovered in a magazine, on social media, or at an in-person experience, companies need to make a concerted effort to immediately impress audiences and encourage interaction. As audiences get more familiar with brands through various engagement touchpoints, a level of trust is established and belief in their product, offering, or cause. A failure to impress due to lackadaisical execution, inferior quality, or poor attention to detail can deter potential audiences before that trust can be earned.
Your Customers Aren’t artificial
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Today, companies and marketers are finding numerous ways to streamline workflow efficiency through the use of tools like Generative AI. Companies should be mindful not to abuse these tools by sacrificing authenticity in the interest of time or cost efficiency. It is far easier to lose the faith of your audience than it is to first earn their trust. If your audiences are asking, “was this made with ChatGPT?”, it may be time to reevaluate how to best use AI to connect with human beings.
Ultimately, brands are built to connect with the hearts and minds of real people. A dedicated agency partner can serve as a guide to ensure that a brand hits all the right notes.
The launch of a new brand identity is something to be celebrated. Getting to this moment requires months of intensive soul searching, competitive analysis, creative exploration, and the build out of a suite of branded marketing materials. And while the launch of the new website or a presence at a high-profile industry event might garner a renewed sense of interest in the organization, that interest will
quickly fade if efforts aren’t made to continue to promote the new identity beyond the initial launch. It isn’t enough to ride the success of a launch with the assumption that people will embrace it wholeheartedly. Sitting by idly will not result in brand adoption. Don’t delay in developing a calendar of content and marketing assets to keep the momentum going well beyond the launch.
Echo
The Needs of Your Audiences
An important aspect of promoting one’s brand is to ensure that your audience understands that you are in tune with their needs. In doing so, successful brands are able to assert themselves as a trusted partner to fulfill those needs. A company may develop a highly stylized brand aesthetic that is visually impressive, but if they fail to tactfully articulate how they can improve the daily lives of its customers, their company may be perceived as all flash and no substance. An engaging yet relatable brand identity is often a catalyst for enabling trust and encouraging buy-in.
Is your brand coming in loud and clear?
We hope that this short guide provides you with some new perspective when considering a branding effort. Whether you are starting a new company, launching a new product, or conducting a brand refresh, a solid brand is built upon a clear and concise mission that everyone can rally behind. It is natural for companies to adjust their focus over time, whether that’s based on targeted markets, technology, or service offerings. It’s equally expected that brands continue to naturally evolve as these adjustments take place.