In difficult, uncertain and new times, brands that understand paradigm shifts are focused on improving people’s lives. Not by creating euphoric ads that strike a chord, but by proposing real solutions to real problems that positively impact people’s lives .
Branding is the bridge to it.
In successful companies, Branding is not seen as an expense but as an investment.
History taught us that, in times of crisis , cutting budgets in this area is a bad decision. They are data, not opinion.
It is in these times that we have to live in when health and well-being are beginning to be considered very important in all sectors, we see everything from redesigned offices for employees to exercise or yoga to drinks that recharge the immune system. Physical health requires that we also take care of the mental and emotional.
The most beloved and admired brands are offering an emotional outlet for those who need a recharge of optimism and hope.
The physical and emotional burden of recent years is forging a more mindful, holistic , and sensitive approach to wellness.
One crisis after another has made us more resilient and stronger, but it has also upended our list of priorities. Vulnerability has reconnected us with how strong and brave we can be.
Also lifestyles and companies change to become more friendly with the climate and the environment that surrounds us.
But being sustainable is not enough.
90% of global consumers believe that companies and brands have a responsibility to care for the planet and its people. And that they could do much more than they do.
All of the above before a new digital age.
The explosion of Artificial Intelligence and the metaverse make companies evolve from science fiction to reality.
Virtual worlds where people can learn, work, meet, create, buy and sell, socialize, are becoming the new meeting places. Or ask machines to do almost everything for you.
The most successful brands are gaining ‘share in the lives’ of their customers (internal/external ).
They are brands that have become essential for people. They connect with people in meaningful ways and understand the value of each person , both individually and collectively.
They are increasingly better brands, more humane and more focused on their customers, users or consumers.
The value of the most valuable brands continues to rise, demonstrating the sustainability of strong brands and the fact that they are so important to our lives.
These brands are thinking about the employee, the customer, the consumer and how they can improve their lives. And as a result of it they earn money, and not the other way around.
More and more executives agree that it is essential to focus on the relevance and role that the brand plays in people’s lives.
The most successful brands have proven, once again, to be capable of evolving and adapting to changes in the market and in society. Or create them.
A brand that is able to remain relevant and attractive over time will be more effective in retaining customers (internal/external) and attracting new ones.
If one of your objectives is to create products and tools, or offer services that make life easier for people, you are on the right track.
If your brand manages to make technology a complement and people have more time to do the things they love, you are understanding where we are going.
For them, growth is a positive outcome that occurs when brands make greatness their top priority.
The same goes for earnings and profitability.
The best brands focus on creating powerful and engaging stories that meet the needs of customers, that make their lives better ; everything else is a byproduct of those efforts.
One undeniable element that has made many of the most successful brands stand out from their competitors is the ability to communicate and deliver on a key promise to their customers.
A great brand is also a great promise fulfilled.
These promises give brands a strong sense of purpose and become that “special thing” that increases brand awareness and recall among thousands or millions of people.
For this reason, it is important to be clear about what your brand represents, what you believe in, and the vision of how it will impact the world .
So what makes a great brand? What they did was in line with what they promised.
And they have these core themes in common:
- They value long-term relationships over short-term sales
- Understands the value of meeting the emotional needs of customers.
- Innovate to better serve their community
- They create engaged workforces and know how to earn customer loyalty.
At TOTEM Branding we usually ask our clients: ” Do you think that investing in a good branding is expensive? Well, you don’t know what the bad one costs”.
We understand that many companies panic when faced with a crisis, but history teaches us that keeping a cool head and continuing to invest in the brand is the right thing to do.