This is a short list of simple principles that I try and follow when developing brands, and to be honest it’s something I wish I had in my life so many years ago.
BE TRANSPARENT WITH THE why & how
A transparent brand that is courageous enough to reveal all its true colours, is one that is more likely to connect and engage people on a more meaningful level.
The more I think about brands, the more similarities I realise they have to us humans. If you meet somebody who hesitates to show you anything beyond the veneer of their persona, its harder to get in, and really get to know them. It’s no different with a brand. If you only show your fancy logo and latest campaign headlines, there is no depth of character for people to latch onto and feel connected to.
I’ve spent many years developing the strategic thinking behind brands (the why), only to package it up in nice presentations and store away forever. The consumer sees none of it. And only recently have I realised just how wrong this is.
A brand must have an entry point that allows people in, to become part of the conversation rather than being spoken to. It is when this transition occurs that truly connected brands are born.
CREATE AN ENTRY POINT
A strong entry point allows brands to bring their audience into the conversations and stories being shared – effectively speaking WITH them, rather than AT them.
Whilst I am conscious that this principle may not apply to all sectors and may not always be practical, it’s one that has created a strong learning for me personally. One of the key challenges I have faced over the years being involved in developing destination brands, is how to achieve a high level of consumer advocacy. Building advocacy for a corporate brand is never an easy challenge, as the focus is usually placed on business performance and tactical sales strategies, rather than building a stronger connection to the audience being served.
For those true believers of the power of brand equity (raising my virtual hand) who understand how much value can be generated by a brand that successfully builds a passionate tribe of followers, we will keep fighting to ensure brands are built with a stronger purpose than pure business acumen.
To provide a simple example of a brand entry point, I recently developed a new identity system for a coastal holiday destination called ‘Port Stephens’. Whilst the master logo had a visual treatment that was aimed at helping it be approachable, friendly and well liked, it still didn’t feel like it would be enough to bring the audience into the brand and give them some ownership of it. So I developed a supporting brand decal that shifted the voice to the local residents, and provided an entry point for them to participate in the brand.
The decal was adapted by the local community in more ways than I had imagined. It was printed onto paper bags that were used by retail shops through Port Stephens. Stickers were also printed to feature on shop windows. The stickers were also sold at the local tourism centre for local residents.
FOCUS ON A SIMPLE HUMAN TRUTH
A transparent brand that is courageous enough to reveal all its true colours, is one that is more likely to connect and engage people on a more meaningful level.
The more I think about brands, the more similarities I realise they have to us humans. If you meet somebody who hesitates to show you anything beyond the veneer of their persona, its harder to get in, and really get to know them. It’s no different with a brand. If you only show your fancy logo and latest campaign headlines, there is no depth of character for people to latch onto and feel connected to.
REINVENT THE GUIDELINES
Still so traditional, bring in line with new media, videos, movement – have to be engaging, not a university lecture.
The more I think about brands, the more similarities I realise they have to us humans. If you meet somebody who hesitates to show you anything beyond the veneer of their persona, its harder to get in, and really get to know them. It’s no different with a brand. If you only show your fancy logo and latest campaign headlines, there is no depth of character for people to latch onto and feel connected to.