October 2024
Written by
Abbie Mason
E-commerce
Marketing strategy
Product launch
Tech
Building a Strong Brand Foundation for Long-Term Success
Creating a brand that stands the test of time requires strategic thinking and clear messaging.
In this blog, we’ll explore essential steps and lessons from UK brands to ensure your brand is built on solid ground.
While brands like John Lewis and Greggs have achieved lasting connections with customers through clear messaging and adaptability, others, such as Tropicana and Pepsi, serve as cautionary tales of how quickly trust can erode when brand messaging or visual identity misses the mark. (Logo Creative)(SEC Newgate)(Candy Marketing).
Define Your Brand’s Core
A strong brand needs a defined mission, vision, and set of values. These guide strategic decisions and help foster stronger connections with customers. For instance, Pret A Manger consistently aligns its brand messaging around fresh food and sustainability, creating a strong sense of purpose and trust among its audience(SEC Newgate).
Know Your Audience and Competitors
Understanding your audience and market positioning is essential. Conduct market research to identify your target demographic and their needs. Similarly, identifying competitors allows your brand to differentiate itself. Greggs, for example, tapped into consumer preferences and food trends to stay relevant with a broader UK customer base.
Case Study: Tropicana Rebrand
In 2009, Tropicana attempted a packaging redesign, opting for a minimalistic look. However, customers found the new packaging unrecognisable, mistaking it for a generic brand. Sales dropped by 20% within a few months, highlighting the importance of consistency and customer recognition in visual branding. Tropicana quickly reverted to its original design, learning a costly lesson about how foundational brand elements should not be changed without careful consideration(Candy Marketing).
Create a Strategic Brand Architecture
A clear brand architecture defines how a brand and its sub-brands coexist. Unilever exemplifies this with a pluralistic structure, where sub-brands like Dove and Ben & Jerry’s maintain their identities while benefiting from the parent company’s resources. This clarity aids decision-making and allows for scalable growth(Studio North).
Develop Consistent Brand Messaging and Visual Identity
Brand messaging should create an emotional connection and be consistent across all channels. John Lewis stands out for its clear and emotionally resonant messaging in advertising, customer service, and in-store experience. Visual elements like logo design, colours, and packaging also play a pivotal role, as seen with Burberry, whose branding reflects British heritage(Logo Creative)(SEC Newgate).
Case Study: Pepsi’s Black Lives Matter Advert
In 2017, Pepsi faced backlash for an advert featuring Kendall Jenner, criticised for trivialising social issues and failing to understand its audience. The advert demonstrated the risk of misaligned marketing messages undermining brand foundations and consumer trust. Pepsi’s misstep emphasised the importance of conducting thorough research and aligning campaigns with brand values and audience sentiment(Candy Marketing).
Balance Consistency with Adaptability
While a consistent brand experience builds recognition, adaptability ensures relevance in shifting markets. For example, Marks & Spencer adapted to modern consumer needs by refocusing on food retail and rethinking its clothing line, balancing its core values with necessary evolution.
These principles, along with case studies, underline the need for building a strong brand foundation that balances clarity, consistency, and adaptability to create lasting success in changing markets(Studio North)(SEC Newgate)(Candy Marketing).
Conclusion and Key Lessons
Building a strong brand foundation is about more than just a logo or campaign—it’s the framework that supports long-term growth, trust, and relevance. By defining clear values, understanding your audience, maintaining consistency while staying adaptable, and structuring your brand strategically, businesses can avoid missteps and create lasting impact. The brands that thrive are those that stay true to their foundations while evolving with their customers.