When you think of big name brands such as Coca Cola, Ford, McDonald’s, and the like, you often wonder how they have survived the test of time. With trends coming and going, it can be difficult to cultivate a brand that can withstand just about anything.
How do these brands do it? The key is consistency. This means that you need to give your brand the ability to adapt and grow while retaining its original identity. It would also help if you are able to understand your audience and current trends.
Here are a few tips to help you identify the right approach for your timeless brand.
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1) Don’t Overcomplicate Your Brand
Branding is usually not a 9-5 job. It can be relentless. If you’re passionate about your brand, you’ll find yourself working on it constantly. This is why you need to make sure your brand is as simple as possible, even if it’s incredibly complex.
You don’t want to go overboard with your brand. It would be very easy to get lost in the sea of noise. The key is to learn what works and what doesn’t. Take M&M’s as an example.
They’re small in size, colorful, and known for that distinctive, delicious crunch. There’s really nothing too fancy about this brand, but it’s one of the most successful candy brands ever.
2) Don’t Get Caught Up in Fast Trends
You’ve probably heard the phrase, “fast trends come, fast trends go”. This is especially true for marketing trends. In the short term, trends may seem like a great idea, but in the long term, your brand can be damaged.
If you want to evolve with the times, you need to stick with your brand, not fads. Research what’s popular and what’s not, and use that information to create a unique and timeless brand that suits your needs.
3) Don’t Be Afraid to Let Your Brand Grow
This is one of the most important aspects of creating a timeless brand. You’re going to want to keep up with the times, so you probably won’t want to remain stagnant.
Chances are that you won’t want to create a complete change in your brand. You probably want it to evolve. You want to add new products. You want to branch out into other industries. You want to test the market for new ideas.
The only problem is that you don’t want this to happen too quickly. If you create a complete shift in your brand, you’re going to lose any semblance of a brand identity.
4) Have a Clear Brand Story
Having a clear story is a critical part of creating a timeless brand. Your audience needs to know who you are, what you stand for, and what type of values you have.
If you don’t have a clear story, your audience will have a hard time connecting with your brand. In the long run, you’ll have a hard time growing a brand that expands without losing its identity.
Creating a timeless brand takes a lot of time and effort. There are no shortcuts to success. This is why you need to have a clear understanding of your brand and to who you’re trying to appeal.
If you need help amplifying your brand, turn to AMW®. We offer business promotion and branding to grow and nurture your brand name. Get in touch with us today to learn how.