Thoughts
How to build a successful brand, according to experts
Wallpaper*’s Ali Morris recently interviewed Michael Bierut about his four decades of design experience. The interview covers everything from Bierut’s first day in New York as a young designer to his advice for those who are just starting out in the industry.
Morris writes:
CEO Magazine recently published an article by Jacob Goldberg, entitled ‘Two elements of successful branding you don’t want to overlook.’
Successful branding is more than simply catching the customer’s eye. According to experts, brands need authenticity and a long-term vision to connect and engage.
These two qualities can be achieved by heeding the following advice:
1. Have empathy
Jodie de Vries, Managing Director and Founder of the Sydney-based firm Tiny Hunter
Jenna Isken, Group Director of Experience at Siegel+Gale
Empathy is an essential part of how humans relate to each other, and since good branding is about forming human connections, empathy is an essential ingredient. Having empathy for your client-base means understanding their desires and struggles, and ideally offering an attainable solution to the latter. Empathy can be expressed in many ways: from brand messaging that centres your client’s needs, to customer service experiences that go beyond expectations.
2. Chart a clear course
Break down the journey and map out the activity each step of the way.
Jodie de Vries, Managing Director and Founder of the Sydney-based firm Tiny Hunter
Strong and lasting connections with clients can be formed through repeated positive experiences with your brand. This starts from the first moment that an individual encounters your brand, and is relevant at every touchpoint and journey stage.
Brands that strategically map the customer journey can identify pain points and opportunities for engagement.
Providing an element of delight at each stage of contact means that customers will be less likely to drop out of the journey – leading to increased engagement and higher conversion rates.
3. Prioritise consistency
In the digital age, brand consistency is paramount. Coordination across all channels and touchpoints ensures a seamless brand experience. From website design to social media presence, every interaction should reflect the brand’s essence and values.
This is something that requires attention to detail – a lack of brand consistency, however small, can subconsciously influence clients’ perceptions of your organisation. Consistency helps to strengthen trust and increase visibility. At Novagram, we are able to help clients achieve consistency across all touchpoints – allowing their businesses to thrive.
4. Embrace innovation
To thrive in the digital age, brands must be adaptable and embrace dynamism. Stagnation can be detrimental. Successful brands stay agile, anticipating trends, and leveraging emerging technologies to create unique brand experiences.
By constantly evolving and reinventing themselves, companies can captivate their audience and maintain a competitive edge in a rapidly changing marketplace.
However, evolution and innovation does not always equal reinvention. At Novagram, we deliver full rebrands for clients in need of a major change, but we also help organisations that require a smaller refresh to their brand or website – innovating without completely reinventing.
5. Foster community
How will you differentiate your business and create genuine engagement in this tsunami of digital clutter?
Jodie de Vries
Community can help you navigate these challenging waters. Cultivating an engaged audience takes commitment and persistence, but the results are well worth it.
Actively listening to feedback and involving customers in shaping the brand’s direction enhances trust and strengthens the community. A vibrant brand community not only fuels growth but also amplifies the brand’s message.
For more information on how you can build a successful brand, speak to the experts at Novagram today.
