Target is one of the longest standing, easily recognized brands in the world. Its iconic, simple logo is familiar to millions of people worldwide – even a hundred years after it was founded. Coca-Cola, Harley Davidson, and Kraft Foods are a few other examples of legacy brands that are still strong.
1.Start with Your “Why”
The first thing to do is create a detailed, logical reason for your brand’s existence. Strong brands know their purpose.
Think of TOMS Shoes. They didn’t just sell footwear. They built their brand on the promise of giving a pair of shoes to someone in need for every pair sold. Even though more than half of TOMS sales were of its trademark Alpargata slip-on, its mission resonated with customers and built trust.
When building a brand, here are some questions to ask:
- Why did you start your business?
- What problem are you solving?
- What’s your deeper mission?
- What’s your story?
2.Consistency is Key
Your brand isn’t just your logo and the colors you use for branding. It’s your voice, your values, your customer experience.
According to research, consistent branding can increase revenue by 33%. Consistent branding means that at every customer touchpoint, the brand should be present with the same tone, colors, and messaging. Whether it’s your website, social media, or in-person interactions, everything should feel cohesive.
Imagine if Coca-Cola suddenly switched its iconic red to purple. Confusing, right? That’s why consistency matters.
3.Know Your Audience
Great brands don’t try to be everything to everyone. They know who their target audience is and focus on them.
Take Apple, for example. They’ve built a loyal audience by prioritizing simplicity, quality, and innovation. They’re not trying to win over budget-conscious shoppers. And that’s okay.
Understand who your ideal customer is. What do they care about? What problems can you solve for them? When you connect emotionally with your audience, they’ll stick around.
4.Be Adaptable
The market is always changing. Brands that last know how to keep up with these changes.
In 2020, 75% of consumers tried new shopping behaviors during the pandemic. Companies that pivoted quickly—like offering online ordering or curbside pickup—thrived.
We mentioned TOMS as a brand that has been clear about its values. However, their over-reliance on their signature Alpargata slip-on during the pandemic was what led it to trouble. During the lockdown, people had more time on their hands for fitness activities. This is why they turned more towards athletic-looking footwear. Since TOMS failed to evolve, it ran into financial trouble and still hasn’t been able to revive itself.
To create a brand that stands the test of time, think about how you can adapt to changing trends or challenges. Staying relevant is part of staying memorable.
5.Invest in Your Community
People want to support brands that give back. Whether it’s donating to local charities, hosting events, or creating eco-friendly products, showing you care builds loyalty.
A study by Cone Communications found that 87% of people will buy from a brand that supports a cause they care about. Your community involvement doesn’t have to be big—it just has to be genuine.
6.Create Experiences, Not Just Products
Products come and go but experiences stick.
Think about brands like Disney. They’re not just selling movies or theme parks. They’re selling magic, nostalgia, and memories. They invest in merchandise, clothes, and even homeware to build an experience around their movies.
How can you create an experience for your customers? While brands like Disney are financially strong, even small brands and new companies can learn from it. For a new or small brand, here are some ideas to convert your products into an experience:
- Personalized services
- Exclusive events
- Making the customer feel special
- Investing in free merchandise (keychains, notebooks, etc.)
7.Track Your Progress
Finally, measure what’s working and abandon what is not. Are people engaging with your social media posts? Are they leaving positive reviews? If they are not, it might be time to revise your strategies. Even the biggest brands have been through tests and trials and sustained multiple failures.
So, brands that track their performance and listen to feedback grow faster than those that don’t.
Final Thoughts on Branding
Here is a list of the 5 SEO trends that will shape the world in the next 12-24 months:
Remember, a strong brand doesn’t just sell products or services—it builds meaningful relationships. It all comes down to trust and consistency. Evolving, adapting, and transparency are major factors that will allow your business to create a brand that thrives for many years to come.
For more personalized brand guidance for your business, reach out to J. Arthur & Co. for a consultation: (401)-239-1311