Live long and prosper: 4 tips for brand longevity

December 1, 2014 10:30 am The UK Domain

Building a lasting brand takes time, dedication and careful planning, but it’s one of the most important things you can do for business success. We delve into the secrets of brand longevity with these four tips.

1. Define your mission

Behind every great brand is a clear and concise mission. Your brand is your promise to your customers and this needs to be reflected in your mission. It should come across in everything you do, from your website to your PR and marketing. It should tell them exactly what they should expect from your brand and what differentiates you from your competitors. Take a look at British tea brand Tregothnan, whose mission is to put the ‘English into English tea’. The message comes across clearly in the website design, the British themed packaging, and even their .co.uk domain name which helps support their mission to stand for British quality.

2. Always be consistent

Consistency is key to longevity. Your products and services should all be in line with your brand identity. A brand that consistently delivers on its promises, as well as its high quality products will continue to develop and increase trust among customers over time. For example, one of the secrets to the success of the brand Innocent is that they have always maintained a strong ethical stance in everything they do.  As noted on their website, ‘Sustainability is a core part of who we are.’ Whether it’s environmentally friendly production or helpful online tips for healthy living, Innocent never loses sight of its brand identity.

3. Continue to evolve

Being consistent doesn’t mean your brand should never change. As we move into a more digital age, it’s more crucial than ever to make sure you’re evolving with the times and make the most of new online trends and technology. There is a careful balancing act required. Take Robinson’s for example: it has managed to maintain the same trusted and recognisable brand for over 70 years, yet it continues to innovate with new ways to market their product, not just instore but also online. Today Robinson’s uses the power of social media and engaging video content to deliver the same fun-filled messaging but in new, relevant and exciting ways.

4. Research your market regularly

Who is your audience? How do they communicate and what are their values? Your brand must continue to resonate with your target audience to have any chance of survival. This is why market research is paramount to long-term success. Research doesn’t have to be costly either. You can carry out online research or even look at what your competitor’s are doing and who their target audience is and start from there. The important thing to remember is that your research should never stop. The values of your target audience will change over time so you need to make sure you are ready to adapt with them. For instance, retailers and supermarket brands have identified that a large number of their customers use image-led social media sites like Instagram. For example Sainsbury’s has signed up to these channels so that they can inspire with recipes and engage with their customers, wherever they are, and this will help the brand to stay relevant and resonate with their customer base in the long term.

With patience, dedication and these tips in mind, your brand has every chance of long-term survival.

Points to remember

  • Define a clear and concise mission that you want your brand to stand for
  • Make sure your brand’s message is consistent and comes across in everything you do, from website content to social media and packaging
  • Keep an eye on trends and evolve with them without losing sight of your brand’s identity
  • Do your market research regularly to ensure you know exactly who your audience is and the best way for your brand to connect with them

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