How to Build a Brand That Lasts, and Lasts, and...

When you think about the truly great brands, what’s the first thing that comes to mind? Their look? Their message? Their voice? Or maybe it’s their brand values?  All are important assets for any successful brand. As a matter of fact, it’s a combination of these that create a lasting impression and ensure that your brand becomes more liked and respected over time. So, what are the qualities of a great brand?

Know Your Audience

Think about who you’re trying to reach. What are their demographics, their preferences, their likes and dislikes? If you’ve determined your target, how can you reach them with an offer or a key promise that resonates with them on a personal level? Nike inspires every athlete. BMW is the “Ultimate Driving Machine.” And FedEx is all about “Peace of Mind.” What’s your key promise?

What’s Your Story?

Every brand has a story. One that allows them to connect and engage with a specific audience. Your story resonates with them, fosters a sense of loyalty, and gives you the opportunity to create memorable and lasting brand experiences. Examples? Starbucks creates a sense of belonging, a place where you feel welcome and at home. Coke refreshes the world in mind, body, and spirit. And Legos are all about play and endless creativity.

Social is Successful

Social media plays a growing role in capturing new customers and instilling loyalty. Many prospective customers connect with brands through their social channels, bypassing websites altogether. Successful brands make sure social is an integral part of their marketing and customer service strategies. Social is also a cost-effective way to engage and monitor your market, plus it provides a platform for storytelling. Popular brands also utilize analytics, which provide helpful customer insights that can inform strategy.

Building Relationships

No doubt sales are important. They generate revenue and short-term results, however, your connection with customers is simply transactional. Think about the opportunity to strengthen your long-term relationships. Why not build a customer loyalty program? It’s a great way to encourage and reward your customers with a credit card that allows you earn points that result in a free purchase. You could also establish a referral program in which customers benefit by referring friends or family members. A strong brand community results in brand referrals and long-term loyalty.

The Bottom Line

Your business success and brand longevity are dependent on two things: your ability to attract customers and your ability to retain them. To make sure that happens, remember to value your long-term customer relationships over any short-term sales. Never forget how important it is to meet your customers’ emotional needs. Also, a lasting brand is consistent and visually compelling. Finally, never lose sight of innovative ways to better serve your audience. Follow these principles and you will continue to differentiate yourself from the competition.

Want to find out more about how you can strengthen your brand identity to ensure its long-term success? Get in touch with our team today at (423) 634-0123.