Once you’ve created a great branding strategy, it’s time to express it in everything your business does – marketing, design, customer experience, everything.
Giving customers what they expect
One of the most important requirements of brand delivery is consistency. Be sure to reference your brand pillars and promises often to make sure you’re communicating them appropriately every time. When your brand has a distinctive personality and fairly consistent set of attributes, you’ll create and emotional bond and loyalty with your customers.
Consider some of the strongest brands in our society and what they represent — Volvo is known for safety, BOSE for its sound quality, and Apple for its innovation. Some brands have even developed so strongly that they become everyday words, like Google, Band-Aids, and Kleenex. While developing your brand, envision how you want it to be perceived in the marketplace and communicate that through all of your marketing efforts.
Add products and services strategically
Successful brands are often stretched too far, into unrelated or irrelevant markets, or undesirable variations of the existing product or service. Tread carefully – failed expansion efforts can dilute your brand and have a negative effect on identity and reputation. Examples include Jell-O’s launch of celery- and tomato-flavoured gelatines to be used in salads, Pepsi’s launch of PepsiAM — a cola to drink in the mornings, and Colgate’s launch of dinner entrees. Eeeew.
So how can you add products or services while remaining true to your brand? Consider Virgin, one of the largest and most well-known brands in the world. This company has expanded into many industries that are unrelated. However, Richard Branson, the company founder, has been very careful to ensure consistency and personality between these very different brand extensions. Although the company has expanded into completely unrelated industries, the Virgin brand has remained recognizable and successful.