These days, brands are much more than the sum total of the products and services they represent. And this greatly increases the importance of brand development.
Audiences and consumers now crave engagement, connection, personalisation, story-telling and a sense of familiarity. An experience, a solution, a motivation, a feeling of involvement.
‘A brand is not a product or a promise or a feeling, It’s the sum of all the experiences you have with a company’. – Amir Kassael, Chief Creative Officer, DDb Global
For much of their daily purchases, buyers want to be a part of something bigger than themselves. They want to be comfortable in their choice. They desire to spend less time and effort making that purchasing decision. As a brand you can help with this.
Branding also needs to span both physical and digital space. Digital products, service and presence is influencing buyer behaviour like never before – online and offline. Connecting and being recognised physically and digitally helps change behaviours and creates sustainable habits.
The most trusted brands in Australia have changed little over the past few years and a closer look at the branding shows common themes – trust, recognition, familiarity and make daily life easier and/or better.
Brand development needs to consider more than the product or service you are trying to sell:
The company/organisation mission
The audience and their expectations
The industry market
The competition and their touch-points
The products and services themselves
Most trusted brands in Australia 2014, according to Readers’ Digest survey now in its 13th year, with examples of a few of the branding strategies that really defined the move to connection, storytelling and providing an inclusive digital presence:
1. Dettol – Dettol Mission for Health: 5 kids, 2 Chickens, 6 Hens & a Grandpa
2. Colgate – Making whiter teeth ‘the’ fashion accessory of 2014
6. Parker Pens
7. Johnson Johnson
8. Weber BBQ
10. Weetbix – Raised on Weetbix
Each of these brands has become more than just the product, in part, because these companies continue to develop their branding in line with consumer expectations and storytelling. They understand that there brand and brand development is about more than just the product or service.
‘Your brand is the single most important investment you can make in your business.’ – Steve Forbes
Contact Liquid Creativity, your brand development specialist, to discuss how to promote your brand as more than just a product or a service.
Branding online requires a good strategy to get the best return on investment. So, what can you do to get the best from your brand on social media?
https://liquidcreativity.com.au/wp-content/uploads/2019/07/social-media-branding.png472872Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2019-07-02 09:13:152019-07-02 09:17:10Branding in the age of social media
Keen to attract a particular market segment, ahm took on a total repositioning. We take an in-depth look at how they successfully carved out a new brand position in the market.
https://liquidcreativity.com.au/wp-content/uploads/2019/05/AHM_Branding_Case_Study.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2019-05-22 09:31:522019-05-22 09:42:49Unpacking ahm’s new brand positioning: The Art Of Simplicity
Brand purpose is the underlying strength of your business. It shows your ability to live up to your values and commitments to your audience.
https://liquidcreativity.com.au/wp-content/uploads/2019/04/Why-does-your-business-exist.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2019-05-01 09:30:372019-05-01 09:34:53How to find your brand purpose
A brand foundation works to support your vision and value, you can’t expect your brand to take off without first having stable foundations in place.
https://liquidcreativity.com.au/wp-content/uploads/2019/04/Brand_foundation.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2019-04-10 09:09:012019-04-10 09:09:57Building your brand foundation
Trust is hard to earn, but it’s more important than ever for the success of your business. So, what can you do to build brand trust?
https://liquidcreativity.com.au/wp-content/uploads/2019/03/how_to_build_trusted_brand-02.png471871Liquid Designershttps://liquidcreativity.com.au/wp-content/uploads/2016/08/liquid_logo.svgLiquid Designers2019-04-03 09:18:122019-04-03 09:30:35Why your business needs to build brand trust