The competitive landscape is dotted with brands. Now the aim of branding is to stand out. So it is but natural that the more the number of brands in the market, the more difficult the task. This is often times sited as a reason to add complexity to the brand core in order to create greater differentiation. But there is another side to the coin that businesses forget. And that is as important if not more when it comes to the aim of branding. A brand is also supposed to be a trust mark. If a brand becomes too complex, it may fail to form an emotional connect with the customers. Hence, it’s best to keep things simple.
At its core, a brand should know exactly what it stands for. Clarifying the essence can help a brand really understand itself. This means stripping away all the useless information and really getting to the core of what the brand really means. Clarification means simplification. Hence, businesses should filter out all the unnecessary stuff and keep what’s an important, things that will differentiate the brand from the others and will help it occupy a place in the hearts and heads of customers. Most businesses don’t spend enough time on this aspect, and this reflects in how the brand manifests itself in the marketplace.
Brands should also remain authentic. Businesses often tend to ape what is working for other brands in the market in order to speed up their own growth. At other times, they look at what’s going viral, regardless of whether it actually leads to anything. In both these instances, the brand message gets mixed with noise and ends up diluting the brand. Hence, it’s imperative that brands stick to their own values and turn inwards whenever they need to make any decisions. They need to ask themselves whether what their brand is saying resonates with what it stands for.
In summary, a brand has to be itself. It’s that simple.
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