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 essential for long-term success, helping to maintain relevance, build customer trust, and provide a framework for sustainable growth. While brands like John Lewis, Greggs, and Pret A Manger have thrived by maintaining consistent messaging and evolving with consumer needs, brands like Tropicana and Pepsi demonstrate how missteps can damage trust and loyalty.
Here are some key lessons:
- Understand and Define Core Values: A clear mission and values build trust and drive authenticity, as seen with Pret A Manger.
- Know Your Audience: Market research is crucial to understand and adapt to customer needs. Misjudging audience sentiment, like Pepsi did, can lead to negative outcomes.
- Create a Strategic Brand Architecture: A clear brand structure maximises marketing efforts and avoids confusion, as evidenced by Unilever’s approach.
- Consistency in Messaging and Visuals: Consistent messaging and visual branding build recognition and trust. Tropicana’s failed rebrand illustrates how even minor visual changes can significantly impact customer perception.
- Balance Consistency with Adaptability: Consistent brand experiences are key, but adaptability is crucial to remaining relevant in a changing market, as demonstrated by Marks & Spencer.
By adhering to these principles, brands can lay solid foundations, ensuring they not only endure but also thrive amidst shifting markets and consumer preferences(Logo Creative)(Studio North)(SEC Newgate)(Candy Marketing).