In Part I and Part II on branding, we discussed the why and the how. Today, in the conclusion of our series on branding, we’ll glean some know-how from observing some of the most successful brands. After all, no one has ever said that building a thriving, successful brand was easy – in fact, they all agree that it’s a difficult challenge. They also agree that it’s a business essential – a pattern of hard work that yields an incredible dividend!
Consider these 4 characteristics that most successful brands share
They Know Their Audience.
Successful brands realize the mistake of trying to please everyone. This only waters down your message and robs its effectiveness. Instead, they are well-schooled in the specifics of their target market. Their attention, efforts, focus, resources—everything—is firmly grounded in their core audience. Consider these words of wisdom from Clement Lim.
“It’s better to have strong appeal to a core audience than to have a mild appeal to a broad audience,”
The best of brands know how to engage and connect with their audience. They tell their story, and they tell it with authenticity. Promises made are promises kept. The service they offer, the product they sell, may be similar to their competitor, but they find a way to make it unique – a step above. When you hear their name, their story, their brand – your know exactly who they are, what they do, and why you want to choose their business.
They Make Consistency a Priority
Day in, day out, as the weeks, months, and years go by, customers can count on these brands to do and be what they’ve always done and been. A consistent brand creates a sense of comfort and naturally leads to a loyal customer base. In fact, a lack of consistency is not only confusing to the consumer; it sends a difficult-to-dispute message that the company doesn’t have a clue what they’re doing. It creates serious doubts that this entity “gets” their customers or even cares about them at all. Want to strengthen your company’s reputation in your field? Be consistent.
They Know When to Adjust
We’re not talking about changing your story or passion here – we’re talking about tweaking your message to stay relevant and keep pace with changing market needs. Certainly, the means for getting your message out there will need to change with technology and new communication styles, but your story remains the same. Nike is an excellent example. Joshua Conran, says it this way.
“Once you find your story, tell it repeatedly, in a unique voice through different mediums. Nike has been doing this since the ’70s. Its swoosh logo hasn’t changed, nor has its signature “Just Do It” slogan, but the brand is constantly adjusting its messaging to stay relevant. Imagine the outcome had Nike drawn its signature ‘swoosh,’ then sat back and said, “We’re good for this generation.” The swoosh would be dead and buried at this point.”
At Springborn Staffing, we have a new website – but our story remains the same. As Maine’s leading temporary employment agency, we have been providing personnel solutions for employers for more than 30 years. Contact us today and discover how passionate we are about helping your business grow.