When you hear the word “branding,” you may envision a beautiful website or a sleek logo. And while these are undoubtedly important, there’s more to consider when building an unshakeable brand that will withstand the test of time and competition.
It’s no secret that great branding—or rebranding—can help promote customer loyalty, increase your credibility, and keep people engaged with your offerings. It can also be key when reaching new audiences and designing new products and services.
The question then becomes: how can you ensure that your brand stays relevant and is able to weather the ever-changing markets and trends?
The answer lies not only in creating recognisable visuals but, more importantly, in focusing on your brand’s core values and building a relationship with your audience that can evolve over time.
Stay Connected to the Needs of Your Audience
Branding is not only what you say about yourself, but what your audience says about you. The better you understand your audience, the easier it will be to show them why your brand should be their preferred choice.
Stay up to date with their interests and pain points by developing buyer personas, distributing surveys, and having one-on-one conversations with your consumers when possible.
Whether you get help from a brand strategist like Windsorborn or manage your branding in-house, make time to collect and analyze this info on your audience and update it regularly. By keeping up with your audience and their world, you’ll never miss an opportunity to add your voice to the conversation.
Staying engaged with your audience will make your interactions more meaningful and memorable. It will also allow your brand to evolve as you work to meet their changing needs and interests.
Apple, Inc. Knows Its Consumers
Apple is a great example of a brand that has kept up with the needs of its audience, and its branding reflects this.
When Steve Jobs created the original iPod, he didn’t focus on its programming, development, or other tech specs. He knew his audience: everyday people who were frustrated with their cumbersome and fragile CD collections.
He simply said, “it holds a thousand songs, and fits in my pocket.” With the iPod, Jobs solidified Apple as a brand that was committed to innovation, convenience, and user-friendly design.
Apple has always had a knack for understanding its audience and keeping up with their needs. As new technology and trends emerge, people continue to trust Apple to deliver on its brand promise: technology that’s sleek, reliable, and intuitive.
Determine Your Core Values
When crafting your brand, consider what personality and key values you’d like to convey. Try to focus on emotional and relatable ideas to better connect with your audience.
These key values and ethics should come across in all of your brand messaging and communication—when values are at the forefront of your branding, your audience will be able to truly care about your brand and trust you to transfer those values into new products and services.
Keep in mind that sticking to your values doesn’t mean resisting change. It’s important to stay agile and prepared to innovate in the event of evolving trends and interests, and you should always be looking for new and exciting ways to showcase your values and engage your audience.
As the market shifts, your brand values can help guide you forward—they are the core of your brand and remain unchanged, even if you may need to adapt other parts of your brand such as messaging, brand experience, and brand positioning to respond to changes in the market.
Your values help define your brand and allow customers to recognize it and stand by it as you continue to keep up with their changing interests and demands.
How LUSH Conveys Its Core Brand Values
LUSH is a popular beauty brand that aims to be organic, transparent, and sustainable, which it knows are important qualities to its audience. Despite being an international brand, they claim that handmade is their middle name.
To demonstrate this, LUSH uses a unique method to show its transparency and values through its products: employees place a sticker with their name and face on each product they produce.
This extra touch helps to humanise the factory workers and adds a homemade feel to the final products, which in turn promotes trust in the LUSH brand. It shows that LUSH cares about individuals and that it’s involved with its supply chain from start to finish.
Whenever LUSH releases a new product, consumers can rest easy knowing it’s cruelty-free and sustainable thanks to the solid brand that LUSH has built. People care about the brand’s strong values, not just its products, which puts it in a position to evolve its offerings according to consumer demands and market trends while maintaining its core support base.
Create a Relatable Brand Story
Brand stories are a powerful and memorable way to craft a narrative around your business. Great brand stories explain how you do business, why you got started, and how you solve a unique and specific problem for your consumers. The best brand stories convey a powerful emotion such as love, accomplishment, confidence, or knowledge.
Once you nail down your target audience and your key values, you can craft a story that encompasses your brand and strikes a tone that resonates—which will help you stay memorable and relevant even as the market changes.
Impactful brand stories give your customers a “why,” not just a “what”. Why are you doing what you’re doing and why should they care? Stories are a powerful way to reach and connect with people, and if you do it successfully, you’ll stay at the forefront of your consumers’ minds through an evolving market landscape.
The Story of GoPro
According to GoPro, the company was founded by “a surfer, skier and motorsports enthusiast in search of a better way to film himself and his friends surfing” with the belief that “sharing our experiences makes them more meaningful and way more fun.”
Before the advent GoPro, camera brands were still highly focused on marketing their unique specs. This was great for enthusiasts but alienated interested amateurs. Go Pro’s brand empowers you to feel like the hero of your own story and invites you to share your experiences.
Associating your product with a specific community can also help build brand loyalty. Thanks to its strong branding, buying a GoPro feels like a golden ticket to an exclusive club of wild and free adventurers.
When you purchase GoPro, you feel like you’re getting way more than just a camera. This consistent brand story has allowed GoPro to meet the rising demand for products like drones without compromising what it stands for or losing its audience.
By tying your brand to a larger idea and story (in this case, adventures—not cameras), your brand can stay agile and shift to meet changing interests and demands.
Regardless of the size of your business or the industry you’re in, a rock-solid brand is important to staying ahead of your competition and rising above the noise. Once you find your core identity, stay consistent, be unique, and be willing to evolve to meet new demands.
When done right, branding can be your ultimate tool for differentiating yourself and ensuring that your audience sticks with you through evolving market trends.