Being clear and precise is also important in the company’s messages for a brand to succeed. A strong undiluted brand message must enthuse internally but must also consistently connect with customers through touch points. For great examples look at Innocent, Dorset Cereals or Apple as classic examples of touch point engagement. They also demonstrate a clear story delivered with passion about who they are what they do and why they matter.
This focused and consistent message is not just a marketing message but an ingrained set of values which consumers buy into with passion. These brands not only position themselves as premium players in their fields and earn more but they also continuously find new ways to spread their key messages to customers, they have a clear brand strategy
to achieve it.
Everyone Must Live The Brand
Another vital aspect of any brand success is that the people within that brand demonstrate what they preach. They live that lifestyle, support the values and aspirations associated with a brand and contribute to its success. It is their lifestyle, it is a part of the way they and their brand do business.
Great brands go beyond the logo to understand its real value to existing customers and also to tomorrow’s customers. Whether it is a family run local shop or a global supermarket chain, great brands position themselves so they develop and hold a market position to develop long-term success.
Great brands also develop their own uniqueness. Not just in the product or service but the whole package in how they do business. There needs to be not only consistency but the brand hand writing and value on how they do it. The best brands always develop singular simple signals for customers, cutting through jargon to create clarity without patronisation their audiences. That strategy creates a company culture, which the leadership team must then sustain. Successful leadership teams revitalise that culture by refreshing their vision to focus on where they are taking their organisation.
For brands to succeed in today’s global markets these golden rules have never been more important as consumers have never had so much information, but if you follow these simple rules of brand success you can develop and maintain a great business.
If you want to develop your company’s brand and are looking for some advice on developing your company, its marketing, its sustainable competitive advantage then contact us at Cowden Consulting
to see how we can assist you, or read more about us in this blog or at @richardgourlay
or contact Richard Gourlay