5 easy steps to give your brand longevity.
Long after the final touchdown of the Superbowl, advertisers will be looking for continued exposure. Phil Armstrong Creative has more than 25 years experience in creating successful brands. here’s a few simple tips everyone can adapt to their own brand.
1. Be clear and consistent
This is critical for longevity. For example, Lego is internationally recognised as a quality product with grandparents passing it down through generations – it has never strayed from its commitment and policy of creating a quality product.
2. Invest time in preparation
You want your brand to last forever. If you have any chance of it lasting beyond a short time span you have to have a strong idea of what it stands for. Invest time in understanding your market and understanding where in that market you want to be and how you will get that message across.
3. Teamwork
Everyone within your organisation must understand what your brand stands for, how it will be used and how it will be perceived. Once your branding team have designed and developed your brand, embed a company policy.
4. Evolve and innovate
This doesn’t mean change your brand. Listen to your audience and then try to see your brand as they would. Again, Lego is a good example: the product hasn’t changed, however it has innovated with contemporary sets from Harry Potter to Iron Man.
5. Engage
As with Superbowl advertisers, listen and look, then respond to your audience. If you’re looking to rebrand, develop or simply refine your brand identity, contact us for advice.
About the author:Phil Armstrong is an award-winning Art Director and Designer with over 25 years experience in brand design, marketing and advertising. He works directly or through design and advertising agencies for clients and brands throughout the world and can be reached or commissioned by clicking here.
