Brands are not timeless
While the core principles for great branding have remained the same, many best practices regarding how a brand is developed, managed, and implemented, have changed significantly.
Here are the five key ways in which branding has evolved:
1. From product-based to customer-based: In the past, branding focused solely on the product or service. However, over time, businesses began to realize the importance of connecting with their customers. Today, successful branding is customer-centric, focusing on creating emotional impact and building consumer relationships.
2. From static to dynamic: Branding was a fixed, one-time activity in the past. Companies would develop a logo and tagline and stick with that brand identity for years. Branding is now a dynamic, ongoing process requiring constant attention and adaptation. Brands must be flexible and responsive to changing market conditions, consumer trends, and technological advancements.
3. From traditional to digital: With the rise of the internet and channels such as social media, email, and websites, online formats capture most of a consumer's attention. Brands must have a strong digital presence and a deep understanding of how consumers use digital channels to research, purchase, and interact with brands.
4. From one-way to two-way communication: In the past, branding was primarily a one-way communication channel, with brands broadcasting their message to consumers through advertising. Today, consumers have a voice and significant influence. Successful brands engage in two-way communication with their audience through social media, customer service interactions, and other channels.
5. From a siloed activity to integrated activity: In the past, branding was seen as independent of other business functions such as product development and sales. Today, successful brands understand that branding is an integral part of the business strategy and needs to be considered in all aspects of the company's operations.
The best brands are not timeless. They stay relevant through the constant reinvention of the core narrative and by carefully navigating cultural trends to present themselves to consumers in a new but familiar way.
