With there being an incredible amount of saturation in every market nowadays, gone are the times when one marketing or sales channel had the ability to convert customers on a regular basis. As people are interacting with companies and products on their own terms, their own time, building a lasting and differentiated brand has become more important than ever.
But, what makes a great brand? While there are a number of ingredients that go into the greats, they share a few core concepts:
- A focus on the audience
- Empathy for customers, understanding their needs, problems, and most of all, removing your internal goals from the conversation
- Long-term impact over short-term results
- Doubling down on brand means you’re committed to the journey. It’s the idea that, many brand building tactics won’t have immediate results
- Consistency in design and communications
- Everything from an email signature to a webpage. Great brands have consistency across design, messaging, and communications
- Authenticity in words and actions
- Mean what you say and back it up with actions. Great brands have meaning, are open with their clients, and it shows in the feedback consumers share in-person and online
- A constant evolution mindset
- If you’re not trying to put yourself out of business, someone else will
Bottom line, building a great brand is a mixture of grit and luck, but the right foundation helps.