Branding Relevance - Do You Have It?
Brand relevance has never been more imperative than in today’s fast-paced, hyper-connected, peer-influenced society. Every day, we are inundated with a myriad brands, all vying to take their place in the marketplace. Yet while the number of brands increases, fewer and fewer stand out as relevant or important.
Decades-old strategic brand management principals are no longer adequate. While concepts like market segmentation, point of difference, and brand presence still have their place, they are insufficient in creating and maintaining a relevant, modern brand.
"The symbols of modern brand strategy are FRESHNESS and AUTHENTICITY"— Social Impact Institute
Too often, brand strategies are bland, repetitive and inauthentic. It is simply not enough to present a change of size, shape or colour as something new if it does not incorporate innovation. Remember, today’s consumer is experienced and time poor, so impressing this elite group in our extremely competitive marketplace poses a real problem. Widespread scepticism prejudices them against new strategies, and simple changes are interpreted as marketing ploys.
Regardless of this cynicism, brands must maintain a sense of freshness in order to preserve their relevance with modern consumers.
The solution is to deliver freshness with authenticity. Understanding your customers’ needs, mindset, and what is important to them, enables you to respond with sincerity and integrity. It enables you to deliver marketing campaigns that meet real needs and build trust with consumers. Knowing your consumer enables you to:
- Unearth fresh ideas for product promotion
- Provide consistent, relevant information
- Make appealing, enticing offers
- Deliver new and diverse services and products.
This kind of brand strategy is anything but dull, repetitive, monotonous, synthetic and irrelevant.
Authenticity also means that organisations must ensure that their company culture and intentions match their brand and align with cultural ethics. When an organisation promotes values and ideals as their ‘brand personality’, customers expect them to be visible and actively evident. If a brand does not align with the values they promote, or if they demonstrate values counter to their customers’ values, loyalty transfers to other brands.
This phenomenon is particularly evident in brands that have an impact on the environment, animal welfare, and working conditions in third world countries.
Brand relevance is no simple formula. It demands attentiveness to evolving market tastes, meeting emerging trends, and consistent messaging that reflects an organisations capacity for change, growth and relevance.
The process of engagement and renewal is never complete. How does your brand fair?
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