Remember, remember the 5th of November – but once you’ve finished your hot dog and sipped the last of your mulled cider, what will you recall of the fireworks? The loud boom of a rocket? The spin of a Catherine Wheel, or the simple pleasure of tracing a pattern of light in the night sky with a sparkler?
Whichever it is, this is how you need to think about your brand – not just how will it stand out in a bright and noisy marketplace but what it is that will create a lasting impression.
As food & drink branding experts for over 10 years, there’s plenty we’ve seen, heard, learned, and created to help clients deliver flaming-hot, eye-catching and – crucially –memorable brands and experiences. What our experience tells is that there is a very small window of opportunity within which to create something with lasting impact.
In marketing and branding, the classic Rule of 7 suggests consumers must see your brand or message at least seven times before it becomes a mainstay in their thoughts. Within this, your messaging must be consistent across all channels – research shows this is particularly crucial when targeting 18 to 24-year-olds, with a report showing that this age group expect consistency otherwise they lose confidence and switch off. Whatever the age of your customers, it’s vital to be genuine, with insight from Stackla showing a whopping 88% of consumers say authenticity is crucial to brands.
We also know from our years of experience that building a strong foundation to your brand from the outset is key. A brand strategy is integral for delivering a consistent and cohesive brand throughout the entire organisation that your team can resonate with and confidently execute. Setting brand values, reviewing market analysis, identifying target audiences and defining your proposition statement are all vital elements that build a solid ground to enable your brand to flourish.
To achieve a successful brand, you need to ask yourself some tough questions: Do you know the values and market positioning that your brand stands for? Does your brand deliver consistency across all channels? How does your brand get consumers excited? Is your brand authentic with personality? Is your brand memorable?
Branding is far more than just a logo, it’s an integral part to any successful business. It’s how we communicate with consumers, differentiate from our competitors, and create a name for ourselves, representing your business now and in the future.
So, if you think the sparkler is slowly going out, now’s the time to reignite that brand love, fuel the flame and watch it rocket back to the stratosphere of brand greatness. Get in touch with our Head of Brand & Creative, Steve Sharp, who’d love to chat.