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10 Uniquely Powerful Brand Strategy Concepts


10 Uniquely Powerful Brand Strategy Concepts

There are no shortcuts to building successful brands but there are many pathways. Today, ten you may not have considered.

1. Habits: How do we get our brands onto the “to do” lists of busy people with short attention spans and access to extensive choice? Which brands are winning the war to change customer routines?

2. Occasions: Habits are powerful, but occasions may be even more so. They engage us so effectively because they combine time and focus. And because of that, they provide permission – it’s OK to behave this way or that. It’s OK to do something you wouldn’t do on any ordinary day.

3. Memories: The more often a customer comes into contact with your brand, the more consistent the memory needs to be. By contrast, when your customers only interact with you occasionally, then the memory needs to be stronger and much more enduring.

4. Emotions: Marketers that harness the power of emotions are today’s true brand builders and are uncovering new opportunities for growth faster than their competitors.

5. Hostility: Hostile brands are “brands that play hard to get.” The antithesis of “feel good brands,” hostile brands defiantly demand a decision – love me or leave me. It sounds risky, yet the number of successful brands that practice at least elements of hostile marketing is astonishing.

6. Values: Leading brands are always differentiated by their shared values. If the values your brand represents are not aligned to the values of your customer, no amount of marketing will change their mind.

7. Codes: Every marketer is familiar with the concept of a brand’s DNA – the strands of strategy that interweave to give a brand its sense of identity. Behaviors, values, purpose, positioning, story…and yet these are not the elements that consumers see and feel for the most part. They see and feel brand codes.

8. Fluidity: Brands should never be considered finished. They aren’t static, but are temporal and evolutionary. They can be better understood if considered in a state of perpetual development.

9. Finale: How would you like your brand to come to an end? To reference TS Eliot, with a bang or a whimper? Your answer will drive your strategy. Or rather it will drive the mindset behind your strategy.

10. Immortality: Brands don’t need to have life cycles if they are managed well. They can live on indefinitely with a transcendent meaning.

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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Growth and Brand Education

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