How to Create a Perennial Brand |
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By: Jo Ann Joy Posted: 2006-06-27 00:13:12 |
| Not many businesses can expect to create a perennial brand like Coca-Cola, but they can learn from Coca-Cola to try to create a rock-solid, lasting, recognizable brand. Why do some brands last for decades and continue to be strong? First, they must build credibility, recognition, track record, reliability, consistency, and they must be memorable. The longer the brand survives, the more entrenched it becomes in our culture.As stated, one of the most important ways to create a long-lasting brand is to be consistent. Do not change your strategy, your advertising, or your product and still expect brand power. Your original brand was built on an original reputation. Do not change that. Stay true to your brand, but don’t let it become boring. You want your brand to become an icon, not an eyesore.Your brand will only survive if it continually changes as consumer needs change. If your brand is successful, do not change it in an effort to grow. Find ways to expand the brand to complementary products that will support the original brand. If it works, don't fix it. You probably remember what happened when Coca-Cola tried change its formula.If the consumers recognize and are committed to your brand, your brand has power. The best result you can hope for is that your brand will develop an unmistakeable and unquestioned identity. To do this you must be accessible, specific, well-known, and visible. Continue and consistently define what your product is and what your company represents.Do not overlook the detail and quality that made your brand successful. If you understand and stress what is unique about your product and you treat your loyal customers very well, your brand should be successful and competitive. Meet and exceed your customers’ expectations and hope that your product and/or brand become part of the culture. That is when your brand will have power. |
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