Building a Brand: It’s Just the Beginning

Creating and building a brand takes time, effort, and countless hours of hard work. But the job doesn’t stop there. Think of it like preparing a pitch for a client or investor: the presentation is just the beginning. You invest time in creating a compelling narrative, but the real work begins when you pitch it, sell it, and follow through on your promises.

So why is it believed that creating the brand is the finish line? In reality, there are still many milestones ahead. Our job is to help you navigate the road ahead and keep your brand on track.

Go Beyond the Basics: Elevate Your Brand

Most companies have the essential brand assets— a solid logo, a catchy tagline, a strong social media presence. But those are just the starting points. A brand needs to shine across all touchpoints. It’s essential to take a holistic view of your business and identify opportunities that set you apart.

One often-overlooked area are company presentations. These are sometimes the first impression clients or customers have of your brand. Don’t underestimate the power of putting your best foot forward. Consistency across all materials, from email signatures to presentations, ensures your brand remains top of mind and stands out for the right reasons.

Brand inconsistency across platforms leads to confusion, which ultimately drives customers away. A strong, unified brand builds trust, awareness, and loyalty. Your brand needs to be unique, clear, and instantly recognisable. Your clients or consumers want to find a brand they can connect with, confusing them just pushes them away.

Brand Consistency: Why It Matters

"Consistency is key." You've heard it before, and for good reason. Whether it’s in customer experience, product quality, or design, consistency builds trust. Think about your favourite restaurant— how often do you return because you know exactly what you’ll get?

Take Coca-Cola, for example. Their iconic red cans have been a symbol of the brand for decades and is instantly recognised worldwide. Brands evolve, but the core identity—the elements your customers recognise—should remain intact. Changing everything can sometimes backfire. A recent brand overhaul, as seen with Jaguar’s bold "Copy Nothing" rebrand. The outcome is still unfolding, but it’s a reminder that not all changes may be beneficial.

Consistency isn’t about stagnation. It’s about maintaining a solid foundation that your customers can rely on, while evolving in ways that align with your brand values and mission.

Keep Your Brand Fresh: Evolving with the Times

Trends change, tastes shift, and consumer expectations evolve. As your customers grow and change, so too should your brand. This doesn’t necessarily mean a complete overhaul, but an ongoing process of adaptation.

Look at Nike or BMW. Both brands have kept their core identities intact while continually evolving their products and marketing strategies to stay relevant. For Nike, this has meant embracing new influencers and trends rather than changing their iconic logo.

Rebranding can be an opportunity to inject new life into your brand. A thoughtful refresh can spark loyalty among both existing and new customers. However, any changes should be carefully considered to ensure the benefits outweigh the risks. Introduce updates in a way that feels natural, ensuring your customers aren’t left confused or disconnected from the brand they know and trust.

Key Takeaways for Brand Success

· Consistency is Crucial: Ensure your brand message is clear and uniform across all platforms, from your website to presentations to customer emails. The more cohesive your brand, the stronger your identity.

· Use Every Touchpoint: Don’t let small details—like presentations or email signatures—fall by the wayside. These are key brand interactions that shouldn’t be overlooked.

· Give Your Team the Right Tools: Provide employees with easy-to-use resources to maintain brand consistency across the organisation. Clear brand guidelines help prevent unintentional deviations.

· Stay Relevant: While consistency is vital, so is evolution. Don’t be afraid to adapt your brand to meet changing tastes or market trends. Just make sure any shifts are well-planned and communicated.

· Refresh When Necessary: If your brand feels outdated or disconnected from your customers, consider a strategic refresh. But do so carefully, keeping your core identity intact.

It’s Never Too Late to Course Correct

If you recognise any of these pitfalls in your own brand, don’t worry. With the right strategy and a little guidance, you can get back on track. Keep the principles of consistency, clarity, and relevance in mind, and your brand will thrive for years to come.