Article

What Does It Take To Build A Successful Brand?

A brand starts with the business’s purpose, which continually develops throughout the life cycle of a business’s growth and adapts to macro and micro environmental changes. But what does it take to build a successful brand? Is it better to control every aspect of the brand or to encourage people to adopt and adapt it?

The Key Elements Include:

1. Community

It is importing to encourage adoption to build a loyal community that feels a sense of ownership and connection.

2. Creativity and Innovation

Along with team creativity and Innovation adapting a brand to allow the brand to develop.

3. Clarity

To build a successful brand it also takes clarity on what the organisation wants to be known for.

4. Commitment

A conscious decision from the business owner along with a commitment to ensure that the message filters through every touch point with a client or customer.

Brand & Business

This can be explained in more detail when considering how you measure the value of a brand’s success. This can be done through surveys and questionnaires completed by customers to understand brand recognition, whether it is a go-to brand by researching the demand within the industry, the customer base, sustainable growth from the volume of purchases, reputation, and customer loyalty to the brand.

The brand director at Virgin group James Tipple explains his role at Virgin includes, “Defining, developing and protecting the brand, and considering where we can take the brand in the future, all of which is driven by Richard Brandon’s original purpose” He adds that to maintain the brand it takes wearing several hats, as he works closely with various teams, sharing best practices, while supporting business development and operational alignment within Virgin Group.

Therefore, in conclusion, a balance of control and adaption is required. The consistency in communication within the organisation, together with the customer experience, explains why building a successful brand requires control of every aspect. Along with creativity and innovation to develop the brand to ensure agile business development and community belongings. Both are required to create a sustainable business.

References

Tipple, J. (2015) “The Secret Power of Brands – Meet Virgin’s brand director James Tipple”, YouTube. Accessed on 3.8.2023. Available at: https://youtu.be/qbDD1qwC87g?si=7wkTgGYlgGVMLlsB

Action.

When thinking about your business, clarify your purpose and commit to ensuring your customers and clients experience that every time they connect with you.