Leading brand consulting firms provide reasonable ideas about what matters most to build valuable brands for both, customers and companies.
At the heart, Interbrand defines brand strength along authenticity, relevance, differentiation, consistency, presence and understanding. Keep it real, but up to date!
This concept resonates with a variety of publications. Let’s say common branding sense. Academically, the way, how to go about from developing a meaningful identity (brand awareness, imagery, performance) to impact responses (judgements, feelings) to ideally create strong relationships, has been outlined by Keller K. L. in “Building, Measuring, and Managing Brand Equity (compare Chiligum Strategies: Brands and Ads, that Make a Difference).
Now, a somehow underlying theme becomes brand experience – especially, driven by digital. For instance, Ogilvy presents within their framework four Es (experience, everyplace, exchange and evangelism), to replace the marketing mix.
While the pre-ordered book “The Meaningful Brand” by Nigel Hollis hasn’t arrived yet, let’s try to come to grips with purpose, delivery, resonance, and difference – based on functional, emotional, or societal differentiation. To create “meaningfully different brand experiences” along all touch points. Looking forward to read more!
Brand experience has also been defined by Sapient Nitro as starting point to approach storytelling across omni channel touch points. And yes – in light of the digital era – the people from diffferent have developed a precise digital brand scorecard. Focusing on the following factors along four dimensions make up for brand strength:
Brand integrity (presence, consistency, integration, connectedness), assets (content, usability, appeal, popularity), relationship value (social integration, responsiveness, leads, community) and innovation leadership (technology, collaboration, mobile, channel innovation).
The distinct dynamic here results from the community-based dialogue and relationship focus, thriving on technological innovation.
Finally, an interesting notion about cultural branding comes from Added Value. Building upon strong research into connecting brand signals (iconography) to emotional responses (experience) – brand VIBEs explore, whether brands act visionary, inspiring, bold and exciting.
Having said this, we talk about brands taking a point of view, foresight, leadership and do-attitude.
To sum up: Much research has been done to define the key branding principles. These success factors eventually do compare and relate to each other, possibly depending on product and market. Now – let’s try one moment an analogy and compare brands to kids and branding to education.
This means to teach and take care. To challenge and let go. To see brands learning and growing. To watch them working and playing. To develop their personalities. And to live up individuality. By standing up for their values. To engage with people. While responding to society. To take care of this moment. To keep their promise …
Again, to keep it real, but evolve from every new moment in life.