Book a Call
Brand Strategy
Future Proofing
Brand Building
Brand Resilience
Brand Identity
Brand Strategy
Future Proofing
Brand Building
Brand Resilience
Brand Identity
ARTICLE #137
Table of contents
How to future-proof your brand? 10 key considerations
Brand Strategy
Future Proofing
Brand Building
Brand Resilience
Brand Identity
Brand Strategy
Future Proofing
Brand Building
Brand Resilience
Brand Identity
Written by:
10 min read
Updated on: December 13th, 2024
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Have you ever glanced at a grand staircase and noticed one missing bannister? Even if everything else is flawless, that one absence can make the entire structure feel a bit off-balance. Building a strong brand is surprisingly similar. Brands rely on intangible details—like tone, story, and values—to feel complete, and if any part goes missing, customers sense it immediately.
Brands often occupy the intangible space in our minds, yet they significantly boost a company’s market value. Statistics suggest a brand can account for about 18% of a firm’s valuation. Despite that, proper brand management frequently takes a back seat. The result? Companies that neglect consistent brand building often find themselves lagging when it comes to resilience and future readiness.
Here’s the good news: your brand can stay relevant for the long haul. Below are 10 key considerations to strengthen your company’s identity, reputation, and customer connections—no dull jargon, no hollow posturing, and certainly no neglected bannisters.
Have you ever glanced at a grand staircase and noticed one missing bannister? Even if everything else is flawless, that one absence can make the entire structure feel a bit off-balance. Building a strong brand is surprisingly similar. Brands rely on intangible details—like tone, story, and values—to feel complete, and if any part goes missing, customers sense it immediately.
Brands often occupy the intangible space in our minds, yet they significantly boost a company’s market value. Statistics suggest a brand can account for about 18% of a firm’s valuation. Despite that, proper brand management frequently takes a back seat. The result? Companies that neglect consistent brand building often find themselves lagging when it comes to resilience and future readiness.
Here’s the good news: your brand can stay relevant for the long haul. Below are 10 key considerations to strengthen your company’s identity, reputation, and customer connections—no dull jargon, no hollow posturing, and certainly no neglected bannisters.
1. Stay authentic to your brand story
1. Stay authentic to your brand story
Plenty of managers freeze when asked, “What does our brand actually stand for?” It’s understandable, considering the conflicting definitions out there. Some folks focus on a logo or colour scheme, while others tie it to a communications style or even product features. In reality, your brand goes beyond any single design asset.
A brand should convey the underlying narrative of your company—why it exists, why it matters, and who it’s meant to serve. Research indicates that 55% of people are more likely to buy a product if they feel a brand’s story resonates with them.
According to Axel Löber, “A brand is about identification and differentiation. A distinctive brand can tell a story that sticks in your mind and gives a business an advantage in the marketplace.” That’s a polite way of saying: if your story isn’t genuine, it will flop.
Some businesses label themselves “eco-conscious” or “socially responsible,” but if that’s not really them, the mismatch can erode trust. To avoid putting customers on edge, define what you truly stand for and live by it. Pretending never ends well.
Plenty of managers freeze when asked, “What does our brand actually stand for?” It’s understandable, considering the conflicting definitions out there. Some folks focus on a logo or colour scheme, while others tie it to a communications style or even product features. In reality, your brand goes beyond any single design asset.
A brand should convey the underlying narrative of your company—why it exists, why it matters, and who it’s meant to serve. Research indicates that 55% of people are more likely to buy a product if they feel a brand’s story resonates with them.
According to Axel Löber, “A brand is about identification and differentiation. A distinctive brand can tell a story that sticks in your mind and gives a business an advantage in the marketplace.” That’s a polite way of saying: if your story isn’t genuine, it will flop.
Some businesses label themselves “eco-conscious” or “socially responsible,” but if that’s not really them, the mismatch can erode trust. To avoid putting customers on edge, define what you truly stand for and live by it. Pretending never ends well.
2. Attract and retain the right expertise for your company
You can’t future-proof a brand alone—it’s a team effort. Traditional hiring campaigns often lean on generic buzzwords and forget the magic of storytelling. Instead, use your brand story to draw people who share your mindset. According to LinkedIn data, companies whose employees consistently share meaningful content are 58% more likely to attract the best talent.
Good branding isn’t the responsibility of a single marketing unit—it’s everyone’s job. After all, your product team is shaping what customers use day to day, while your support crew has direct interactions with users when issues pop up. Each department, in its own way, drives brand perception. Surround yourself with people who embody your brand’s values, and you’ll see that sense of purpose ripple across the entire company.
You can’t future-proof a brand alone—it’s a team effort. Traditional hiring campaigns often lean on generic buzzwords and forget the magic of storytelling. Instead, use your brand story to draw people who share your mindset. According to LinkedIn data, companies whose employees consistently share meaningful content are 58% more likely to attract the best talent.
Good branding isn’t the responsibility of a single marketing unit—it’s everyone’s job. After all, your product team is shaping what customers use day to day, while your support crew has direct interactions with users when issues pop up. Each department, in its own way, drives brand perception. Surround yourself with people who embody your brand’s values, and you’ll see that sense of purpose ripple across the entire company.
3. Shift from consistency to coherency
Old-school thinking demanded that every visual or written element of a brand be uniform across the board—same colour, same layout, same everything—assuming that’s the only way to look “professional.” However, modern strategy emphasises a coherent brand promise rather than an overly rigid set of style guidelines.
A flexible design system that adjusts to different contexts or partnerships often feels much more lifelike. Don’t just tick boxes on brand guidelines; instead, aim for a consistent feel rather than forcing every piece of marketing collateral into the exact same mould. Each brand touchpoint should convey the same essence, but it doesn’t need to be a carbon copy of all the others.
Old-school thinking demanded that every visual or written element of a brand be uniform across the board—same colour, same layout, same everything—assuming that’s the only way to look “professional.” However, modern strategy emphasises a coherent brand promise rather than an overly rigid set of style guidelines.
A flexible design system that adjusts to different contexts or partnerships often feels much more lifelike. Don’t just tick boxes on brand guidelines; instead, aim for a consistent feel rather than forcing every piece of marketing collateral into the exact same mould. Each brand touchpoint should convey the same essence, but it doesn’t need to be a carbon copy of all the others.
4. Experiment with flexibility and explore strategic partnerships
The world moves quickly, and people crave convenience at the tap of a screen. That has propelled certain “intermediary” brands—think Trivago or Deliveroo—to major influence. They don’t make the food or the hotel rooms themselves, but they stand between the customer and the provider, often overshadowing the original brand.
In the spirit of staying relevant, consider forging new partnerships or branching out. Amazon, for example, has famously ventured beyond its original online bookstore concept into an array of offerings, reasserting itself in multiple domains. Expanding a brand can be tricky, but it might just be the step that keeps you in front of a broader audience. Keep an eye on emergent intermediaries while carving out your own territory so you remain indispensable to your customers.
The world moves quickly, and people crave convenience at the tap of a screen. That has propelled certain “intermediary” brands—think Trivago or Deliveroo—to major influence. They don’t make the food or the hotel rooms themselves, but they stand between the customer and the provider, often overshadowing the original brand.
In the spirit of staying relevant, consider forging new partnerships or branching out. Amazon, for example, has famously ventured beyond its original online bookstore concept into an array of offerings, reasserting itself in multiple domains. Expanding a brand can be tricky, but it might just be the step that keeps you in front of a broader audience. Keep an eye on emergent intermediaries while carving out your own territory so you remain indispensable to your customers.
5. Diversify your traffic sources
A house built on a single pillar tends to wobble. If all your revenue hinges on one traffic source—say, purely on Google Ads or a single social platform—you’re inviting risk. There’s no permanent guarantee that today’s favourite channel will remain stable tomorrow.
Look for ways to transform casual visitors into loyal fans. Cultivate memorable brand experiences so that if one traffic tap runs dry, your customers still seek you out by name. Combine different marketing approaches—perhaps a blend of PR, pay-per-click, and organic social media. Each effort should consistently highlight who you are and why you matter. Over time, you’ll build brand name recall strong enough to weather shifts in traffic algorithms.
A house built on a single pillar tends to wobble. If all your revenue hinges on one traffic source—say, purely on Google Ads or a single social platform—you’re inviting risk. There’s no permanent guarantee that today’s favourite channel will remain stable tomorrow.
Look for ways to transform casual visitors into loyal fans. Cultivate memorable brand experiences so that if one traffic tap runs dry, your customers still seek you out by name. Combine different marketing approaches—perhaps a blend of PR, pay-per-click, and organic social media. Each effort should consistently highlight who you are and why you matter. Over time, you’ll build brand name recall strong enough to weather shifts in traffic algorithms.
6. Plan how you want to organise your brand in the future
Some leaders readily recognise the financial worth of a brand yet fail to treat that brand with the daily care it needs. Technological leaps demand that we reorganise how a brand is managed—particularly to keep dialogue and interaction humming across online and offline channels. This should be ongoing work, not a one-and-done campaign. A few trends that might affect this process:
Customers will expect more privacy
People are increasingly wary of how Big Tech uses their data. This could lead to stricter regulations and a shift to smaller, more encrypted platforms. If you rely entirely on major tech players for customer information, consider alternatives and perhaps form alliances with like-minded businesses. Being respectful—and transparent—about data usage can give you a helpful edge.
Environmental concerns will intensify
Various environmental pressures may drive waves of migration, while younger consumers lean towards brands that genuinely share their values. Avoid superficial claims. If your company cares about sustainability, show it through meaningful action and clear communication. Mixing profit goals with true regard for the planet and its people is an approach that helps future-proof your brand.
Some leaders readily recognise the financial worth of a brand yet fail to treat that brand with the daily care it needs. Technological leaps demand that we reorganise how a brand is managed—particularly to keep dialogue and interaction humming across online and offline channels. This should be ongoing work, not a one-and-done campaign. A few trends that might affect this process:
Customers will expect more privacy
People are increasingly wary of how Big Tech uses their data. This could lead to stricter regulations and a shift to smaller, more encrypted platforms. If you rely entirely on major tech players for customer information, consider alternatives and perhaps form alliances with like-minded businesses. Being respectful—and transparent—about data usage can give you a helpful edge.
Environmental concerns will intensify
Various environmental pressures may drive waves of migration, while younger consumers lean towards brands that genuinely share their values. Avoid superficial claims. If your company cares about sustainability, show it through meaningful action and clear communication. Mixing profit goals with true regard for the planet and its people is an approach that helps future-proof your brand.
7. Create value across generations
Every new generation injects fresh perspectives into the consumer base. However, you don’t need to overhaul your entire strategy each time. Often, there’s common ground shared by different age groups—like the desire for reliable products, relevant customer service, or compelling stories. Seek those unifying themes.
Netflix provides a neat illustration: it offers everything from Korean dramas for teens to historical documentaries for older viewers. This inclusive approach led Netflix to surpass 5 million new subscribers in the third quarter of 2024, pushing revenue to around $9.825 billion. Meanwhile, Patagonia’s updated values for its 50th anniversary echo the same ethos: appealing to people who want quality goods without harming the environment they cherish. Again, it’s less about how old they are and more about shared ideals.
Every new generation injects fresh perspectives into the consumer base. However, you don’t need to overhaul your entire strategy each time. Often, there’s common ground shared by different age groups—like the desire for reliable products, relevant customer service, or compelling stories. Seek those unifying themes.
Netflix provides a neat illustration: it offers everything from Korean dramas for teens to historical documentaries for older viewers. This inclusive approach led Netflix to surpass 5 million new subscribers in the third quarter of 2024, pushing revenue to around $9.825 billion. Meanwhile, Patagonia’s updated values for its 50th anniversary echo the same ethos: appealing to people who want quality goods without harming the environment they cherish. Again, it’s less about how old they are and more about shared ideals.
8. Maximise the impact of every dollar spent
Marketing isn’t a cost centre—it’s a powerhouse that can contribute directly to revenue. Yet, to justify higher budgets, you’ve got to prove marketing’s value in clear terms. That means tracking things like cost-per-lead, conversions from adverts, and the contribution of marketing efforts to overall sales.
Think of yourself as a venture capitalist deciding where your next dollar goes. Ask if it’s worthwhile to pour more budget into an underperforming campaign or to back a winner that’s steadily growing. The only way to know is to measure thoroughly and adapt. Build a shared data foundation across finance, sales, and marketing so everyone sees the same numbers and can collaborate more effectively.
Marketing isn’t a cost centre—it’s a powerhouse that can contribute directly to revenue. Yet, to justify higher budgets, you’ve got to prove marketing’s value in clear terms. That means tracking things like cost-per-lead, conversions from adverts, and the contribution of marketing efforts to overall sales.
Think of yourself as a venture capitalist deciding where your next dollar goes. Ask if it’s worthwhile to pour more budget into an underperforming campaign or to back a winner that’s steadily growing. The only way to know is to measure thoroughly and adapt. Build a shared data foundation across finance, sales, and marketing so everyone sees the same numbers and can collaborate more effectively.
9. Brand analytics to measure performance
Data is essential in guiding effective decisions around brand development, but it can be daunting to link brand-building activities directly to business performance. For many marketers, establishing tangible measures that defend brand spending can be tricky. If you want a more resilient brand, you need a structured process for tracking and managing your brand’s impact.
Instead of focusing purely on direct sales leads, consider the broader picture: how do multiple channels, interactions, and experiences come together to shape public perception? If you can illustrate the value of each touchpoint—how it grows the brand and boosts its overall worth—your pitch for further brand investment becomes that much stronger.
Data is essential in guiding effective decisions around brand development, but it can be daunting to link brand-building activities directly to business performance. For many marketers, establishing tangible measures that defend brand spending can be tricky. If you want a more resilient brand, you need a structured process for tracking and managing your brand’s impact.
Instead of focusing purely on direct sales leads, consider the broader picture: how do multiple channels, interactions, and experiences come together to shape public perception? If you can illustrate the value of each touchpoint—how it grows the brand and boosts its overall worth—your pitch for further brand investment becomes that much stronger.
10. Break down the silos structure
Within many organisations, different teams—marketing, HR, IT, UX, facilities—engage with the brand in isolation. They rarely pool their experiences or discuss collective goals, which can lead to a scattergun approach. Brands of the future will be less concerned with which department “owns” the brand and more focused on collaborative experiences.
Encourage open communication, shared resources, and regular forums where brand ambassadors from each team come together. This approach ensures your brand message flows consistently and minimises contradiction. Once you align on the essence of your brand story, you’ll empower everyone to keep it real and relevant.
Within many organisations, different teams—marketing, HR, IT, UX, facilities—engage with the brand in isolation. They rarely pool their experiences or discuss collective goals, which can lead to a scattergun approach. Brands of the future will be less concerned with which department “owns” the brand and more focused on collaborative experiences.
Encourage open communication, shared resources, and regular forums where brand ambassadors from each team come together. This approach ensures your brand message flows consistently and minimises contradiction. Once you align on the essence of your brand story, you’ll empower everyone to keep it real and relevant.
Frequently Asked Questions
What is poor branding?
Good branding is coherent, clear, and genuine, building a meaningful bond with your audience. Poor branding, on the other hand, feels confusing, inconsistent, or disingenuous—resulting in a gap between what a company promises and what it actually delivers.
Why is brand coherence important?
Brand coherence helps establish a brand and the many components that make your brand a business, such as your products, customers, services, place in the market, and so on. If your brand is spread across multiple services or products, it could be hard to create a cohesive brand.
What is the purpose of a brand story?
A brand story is intended to grab your audience's attention and strengthen your connection with them while promoting greater engagement with your brand. A successful brand story can help a business establish a better relationship with its audience and help the audience learn more about the brand.
Final Thoughts
Future-proofing your brand is about far more than survival; it’s about standing tall in a fast-changing world. Keep your core values genuine, cultivate a team that believes in what you do, and stay open to fresh collaborations and new channels. If something feels off—like a missing bannister—pinpoint it and fix it. That’s how you ensure your brand thrives for years to come.
If you are ready to strengthen your brand’s story and presence, our team would be delighted to help. After all, real brand growth happens when creativity meets practical business goals—just the way we like it.
Frequently Asked Questions
What is poor branding?
Good branding is coherent, clear, and genuine, building a meaningful bond with your audience. Poor branding, on the other hand, feels confusing, inconsistent, or disingenuous—resulting in a gap between what a company promises and what it actually delivers.
Why is brand coherence important?
Brand coherence helps establish a brand and the many components that make your brand a business, such as your products, customers, services, place in the market, and so on. If your brand is spread across multiple services or products, it could be hard to create a cohesive brand.
What is the purpose of a brand story?
A brand story is intended to grab your audience's attention and strengthen your connection with them while promoting greater engagement with your brand. A successful brand story can help a business establish a better relationship with its audience and help the audience learn more about the brand.
Final Thoughts
Future-proofing your brand is about far more than survival; it’s about standing tall in a fast-changing world. Keep your core values genuine, cultivate a team that believes in what you do, and stay open to fresh collaborations and new channels. If something feels off—like a missing bannister—pinpoint it and fix it. That’s how you ensure your brand thrives for years to come.
If you are ready to strengthen your brand’s story and presence, our team would be delighted to help. After all, real brand growth happens when creativity meets practical business goals—just the way we like it.
More news
Work with us
Click to copy
work@for.co
FOR® Industries
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
FOR® Industries
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®