Today we are bombarded by brands demanding our attention. They are intrinsic in everyday life. With unlimited access to a multitude of online tools to create, logos, websites and more every day seems to bring with it new brands, popping up everywhere. Every so often we see a brand become what seems an overnight success, yet others rapidly fade into the noise. Our world is becoming saturated with brands, which brings with it the question; what does it take to build a truly successful brand?
To build a successful brand that not only survives but one that can thrive we begin by asking two fundamental questions;
Brands that understand and build upon these questions are the ones that grab our attention, catch our eye and create an obsessively loyal following. These are the brands that demonstrate relevance and inspire us.
Brands that embody their ‘why’ and communicate clearly to their audience using colour, identity, illustrations, imagery, logo, messaging, typography, their voice and behaviours. Inspire us and in doing so can control our behaviour. This approach draws peoples attention and stands out amongst the competition. To present something truly inspiring requires an understanding of the competitive landscape and design trends.
It can be incredibly challenging to get this part of branding right. To play it SAFE = Simply Always Following Everyone. To prevent your brand from being overlooked or becoming invisible, leave the familiar and get uncomfortable explore in the realms outside of your comfort zone to where the magic happens.
Understanding your core audience and become more noticeable to them, is the art of relevance. Too many brands fail or neglect to connect their offer to the actual needs of the marketplace. Without first understanding what makes you relevant, it is impossible to position yourself where anybody will care. It is your brand positioning that should drive decision making. Avoid decisions made using a personal preference of the CEO, internal politics or interest of stakeholders, rather than that of the customers.
Discover where it is that you can offer real value to your customers and create relevance. Through analysis and questioning of your customer and their emotive drivers, you can position your brand to be irresistible. Use empathy to look at the world through their eyes, know their fears, clarify their pain points, and feel their needs – understand their perspective. Disregard your own opinions and focus on the customer. Create your brand experience around them and ensure your success.
Inspiration and relevance combined can create a recipe for unlimited growth potential, whatever your business or market. We embody the world view of your audience and discover how best to serve the customer generously in all the brand-building projects we take on.
We begin this brand-building process with our Discovery session, where we take deep dive and look at your brand and the people you serve, we uncover the truth that drives their behaviours and, we position the brand to answer to that truth. Then create a brand personality, that includes character, identity systems and a voice that align to that positioning. The result, connection, joyful experiences, and loyalty from your audience.
We make it easy for them to filter the through the chaos and choose you.