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
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Your brand is your company's most essential intangible asset, generating competitive advantage and shareholder value. Statistics show that a brand accounts for 18% of the market value of a company. Despite knowing this, proper brand management is not always prioritised, even though research has shown that companies that don't invest enough in their brand are not future-proof.
To create a resilient brand, you need to attract talent through authentic storytelling, stay true to your values, maintain a consistent brand identity, and build customer interactions. It is important to have a brand that continuously evolves through technological developments and keeps up with world advancements.
As a brand owner, you need a well-thought-out strategy, good management, and extensive insights. That's why we have enlisted 10 key considerations so you can immediately start to future-proof your brand.
Your brand is your company's most essential intangible asset, generating competitive advantage and shareholder value. Statistics show that a brand accounts for 18% of the market value of a company. Despite knowing this, proper brand management is not always prioritised, even though research has shown that companies that don't invest enough in their brand are not future-proof.
To create a resilient brand, you need to attract talent through authentic storytelling, stay true to your values, maintain a consistent brand identity, and build customer interactions. It is important to have a brand that continuously evolves through technological developments and keeps up with world advancements.
As a brand owner, you need a well-thought-out strategy, good management, and extensive insights. That's why we have enlisted 10 key considerations so you can immediately start to future-proof your brand.
Your brand is your company's most essential intangible asset, generating competitive advantage and shareholder value. Statistics show that a brand accounts for 18% of the market value of a company. Despite knowing this, proper brand management is not always prioritised, even though research has shown that companies that don't invest enough in their brand are not future-proof.
To create a resilient brand, you need to attract talent through authentic storytelling, stay true to your values, maintain a consistent brand identity, and build customer interactions. It is important to have a brand that continuously evolves through technological developments and keeps up with world advancements.
As a brand owner, you need a well-thought-out strategy, good management, and extensive insights. That's why we have enlisted 10 key considerations so you can immediately start to future-proof your brand.
1. Stay authentic to your brand story
1. Stay authentic to your brand story
1. Stay authentic to your brand story
Most managers find it difficult to answer what their brand means to the company. This is not surprising, considering how many different opinions there are on what a brand actually is. A brand might represent assets with your logo or tone of voice. But in reality, a brand extends to more than that.
A brand must express the authentic story behind your company and be the reason why your company matters. Statistics show that 55% of people are more likely to purchase a product if they love a brand's story.
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.”
Many claim a brand should be sustainable, eco-conscious, climate-conscious, or act for social good, but is this right for your brand?
To connect with customers and establish trust, you need a clearly defined set of values and live up to what you say your values are. Staying inauthentic in your brand story can damage your customer relationships.
Most managers find it difficult to answer what their brand means to the company. This is not surprising, considering how many different opinions there are on what a brand actually is. A brand might represent assets with your logo or tone of voice. But in reality, a brand extends to more than that.
A brand must express the authentic story behind your company and be the reason why your company matters. Statistics show that 55% of people are more likely to purchase a product if they love a brand's story.
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.”
Many claim a brand should be sustainable, eco-conscious, climate-conscious, or act for social good, but is this right for your brand?
To connect with customers and establish trust, you need a clearly defined set of values and live up to what you say your values are. Staying inauthentic in your brand story can damage your customer relationships.
Most managers find it difficult to answer what their brand means to the company. This is not surprising, considering how many different opinions there are on what a brand actually is. A brand might represent assets with your logo or tone of voice. But in reality, a brand extends to more than that.
A brand must express the authentic story behind your company and be the reason why your company matters. Statistics show that 55% of people are more likely to purchase a product if they love a brand's story.
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.”
Many claim a brand should be sustainable, eco-conscious, climate-conscious, or act for social good, but is this right for your brand?
To connect with customers and establish trust, you need a clearly defined set of values and live up to what you say your values are. Staying inauthentic in your brand story can damage your customer relationships.
2. Attract and retain the right expertise for your company
To build a strong brand, you need to involve the right people. Instead of using traditional employer-building methods, you should use your brand's story to attract them.
If you want to deliver the right message, you need to start by attracting employees who fit your brand values. LinkedIn statistics show that companies with a high number of employees sharing quality content and thought leadership are 58% more likely to attract real talent.
A strong brand doesn't result from the efforts of a marketing department; the whole company plays a significant role. Your sales team will deliver product demos, the support team will troubleshoot customer problems, and your product team will create the product your customers know and use. With each interaction, you can improve your brand's identity in customers' eyes.
To build a strong brand, you need to involve the right people. Instead of using traditional employer-building methods, you should use your brand's story to attract them.
If you want to deliver the right message, you need to start by attracting employees who fit your brand values. LinkedIn statistics show that companies with a high number of employees sharing quality content and thought leadership are 58% more likely to attract real talent.
A strong brand doesn't result from the efforts of a marketing department; the whole company plays a significant role. Your sales team will deliver product demos, the support team will troubleshoot customer problems, and your product team will create the product your customers know and use. With each interaction, you can improve your brand's identity in customers' eyes.
To build a strong brand, you need to involve the right people. Instead of using traditional employer-building methods, you should use your brand's story to attract them.
If you want to deliver the right message, you need to start by attracting employees who fit your brand values. LinkedIn statistics show that companies with a high number of employees sharing quality content and thought leadership are 58% more likely to attract real talent.
A strong brand doesn't result from the efforts of a marketing department; the whole company plays a significant role. Your sales team will deliver product demos, the support team will troubleshoot customer problems, and your product team will create the product your customers know and use. With each interaction, you can improve your brand's identity in customers' eyes.
3. Promote brand coherency instead of enforcing consistency
In the past, it was believed that the consistent application of corporate identity across all communications channels was key to building a strong brand. But recently, there has been more emphasis on conveying one coherent and convincing brand promise.
Instead of relying on rigid corporate design manuals, flexible design systems that can be adapted to the specific context or partnership are needed. Being obsessed with consistency will not provide a way forward, but a coherent brand presence will lead the way in content.
The shift from consistency to coherency simply means that brand touchpoints no longer require the same visual layout as long as every touchpoint feels the same and communicates the same core elements. The practice of checking every ad based on traditional brand guidelines is now a thing of the past. Brand managers must oversee all brand communications to create an unambiguous brand experience between offline and online touchpoints.
In the past, it was believed that the consistent application of corporate identity across all communications channels was key to building a strong brand. But recently, there has been more emphasis on conveying one coherent and convincing brand promise.
Instead of relying on rigid corporate design manuals, flexible design systems that can be adapted to the specific context or partnership are needed. Being obsessed with consistency will not provide a way forward, but a coherent brand presence will lead the way in content.
The shift from consistency to coherency simply means that brand touchpoints no longer require the same visual layout as long as every touchpoint feels the same and communicates the same core elements. The practice of checking every ad based on traditional brand guidelines is now a thing of the past. Brand managers must oversee all brand communications to create an unambiguous brand experience between offline and online touchpoints.
In the past, it was believed that the consistent application of corporate identity across all communications channels was key to building a strong brand. But recently, there has been more emphasis on conveying one coherent and convincing brand promise.
Instead of relying on rigid corporate design manuals, flexible design systems that can be adapted to the specific context or partnership are needed. Being obsessed with consistency will not provide a way forward, but a coherent brand presence will lead the way in content.
The shift from consistency to coherency simply means that brand touchpoints no longer require the same visual layout as long as every touchpoint feels the same and communicates the same core elements. The practice of checking every ad based on traditional brand guidelines is now a thing of the past. Brand managers must oversee all brand communications to create an unambiguous brand experience between offline and online touchpoints.
4. Experiment with flexibility and explore strategic partnerships
Consumers' perceptions are changing, and their world is now driven by speed and convenience. That's why brands need to respond quickly to this.
For example, nowadays, people no longer search directly for a famous restaurant or hotel chain; they search through intermediaries. If you do not watch out, you will be overshadowed or overtaken by this kind of smart intermediary, and this is where you have to move with what customers demand and continue building a strong brand.
Amazon, a well-known brand, has successfully expanded into different domains. Though brand stretching can be risky, it provides many opportunities to remain relevant. You will need to experiment with new brands and partnerships because, in the future, it will become compulsory to serve a broader market.
Many brands in the market are playing intermediary roles but don't always offer services/products themselves. Instead, they offer overarching services such as Trivago and Deliveroo. These brands have taken a strong position between customer and supplier and demand attention.
If you want to avoid becoming completely dependent on this kind of intermediary, stay relevant with your individual brand and familiar with your audience now and in the future.
Consumers' perceptions are changing, and their world is now driven by speed and convenience. That's why brands need to respond quickly to this.
For example, nowadays, people no longer search directly for a famous restaurant or hotel chain; they search through intermediaries. If you do not watch out, you will be overshadowed or overtaken by this kind of smart intermediary, and this is where you have to move with what customers demand and continue building a strong brand.
Amazon, a well-known brand, has successfully expanded into different domains. Though brand stretching can be risky, it provides many opportunities to remain relevant. You will need to experiment with new brands and partnerships because, in the future, it will become compulsory to serve a broader market.
Many brands in the market are playing intermediary roles but don't always offer services/products themselves. Instead, they offer overarching services such as Trivago and Deliveroo. These brands have taken a strong position between customer and supplier and demand attention.
If you want to avoid becoming completely dependent on this kind of intermediary, stay relevant with your individual brand and familiar with your audience now and in the future.
Consumers' perceptions are changing, and their world is now driven by speed and convenience. That's why brands need to respond quickly to this.
For example, nowadays, people no longer search directly for a famous restaurant or hotel chain; they search through intermediaries. If you do not watch out, you will be overshadowed or overtaken by this kind of smart intermediary, and this is where you have to move with what customers demand and continue building a strong brand.
Amazon, a well-known brand, has successfully expanded into different domains. Though brand stretching can be risky, it provides many opportunities to remain relevant. You will need to experiment with new brands and partnerships because, in the future, it will become compulsory to serve a broader market.
Many brands in the market are playing intermediary roles but don't always offer services/products themselves. Instead, they offer overarching services such as Trivago and Deliveroo. These brands have taken a strong position between customer and supplier and demand attention.
If you want to avoid becoming completely dependent on this kind of intermediary, stay relevant with your individual brand and familiar with your audience now and in the future.
5. Diversify traffic sources for greater stability
Many businesses grow based on the reliability of a single profitable traffic source, whether it be SEO, targeted banner ads, social media, Google Ads, or others. However, the main issue is that relying on a single traffic source is just like a house built on sand, as there are no certainties online.
To make your brand future-proof, here is what you need to do. Consider that Facebook and Google aren't sure things; to do that, you need to connect today's traffic to tomorrow's brand. You will need to talk to your customers, and even if you are providing unremarkable service, make sure your website and landing pages are branded. Make your name memorable, and if your traffic sources dry up, your customers will keep returning.
Try to include branded traffic generation in your marketing efforts. For this purpose, you will implement a traditional PR strategy along with Google Ads and organic Facebook marketing rather than just buying Facebook ads. While doing all this, the name and identity of your brand should be retained throughout the marketing process.
Many businesses grow based on the reliability of a single profitable traffic source, whether it be SEO, targeted banner ads, social media, Google Ads, or others. However, the main issue is that relying on a single traffic source is just like a house built on sand, as there are no certainties online.
To make your brand future-proof, here is what you need to do. Consider that Facebook and Google aren't sure things; to do that, you need to connect today's traffic to tomorrow's brand. You will need to talk to your customers, and even if you are providing unremarkable service, make sure your website and landing pages are branded. Make your name memorable, and if your traffic sources dry up, your customers will keep returning.
Try to include branded traffic generation in your marketing efforts. For this purpose, you will implement a traditional PR strategy along with Google Ads and organic Facebook marketing rather than just buying Facebook ads. While doing all this, the name and identity of your brand should be retained throughout the marketing process.
Many businesses grow based on the reliability of a single profitable traffic source, whether it be SEO, targeted banner ads, social media, Google Ads, or others. However, the main issue is that relying on a single traffic source is just like a house built on sand, as there are no certainties online.
To make your brand future-proof, here is what you need to do. Consider that Facebook and Google aren't sure things; to do that, you need to connect today's traffic to tomorrow's brand. You will need to talk to your customers, and even if you are providing unremarkable service, make sure your website and landing pages are branded. Make your name memorable, and if your traffic sources dry up, your customers will keep returning.
Try to include branded traffic generation in your marketing efforts. For this purpose, you will implement a traditional PR strategy along with Google Ads and organic Facebook marketing rather than just buying Facebook ads. While doing all this, the name and identity of your brand should be retained throughout the marketing process.
6. Plan how you want to organise your brand in the future
Even though the brand's value is often considered, little attention is paid to shaping it properly in practice. Rapid technological changes also mean that we need to redefine the brand organisation. Facilitating dialogue and interaction is important to establish the brand's DNA across all touchpoints.
With constant investment and proper brand management, you can ensure long-term success. This has to be a continuous process, as you should aim to optimise brand values and experiences continuously.
Customers will want more privacy
In future, people will feel that Big Tech has overstepped in its data usage, leading to calls for stronger government regulations. Individuals may shift from large social platforms to smaller, highly encrypted ones. As consumers increasingly demand a fair value exchange for their data, data unions can be created where users collectively bargain with companies that align with their values.
To future-proof their brands, businesses should seek alternatives to large tech platforms to gather customer insights and consider partnering with other non-competitive brands that share their values. To meet customer expectations, offering payment, rewards, or valuable services in exchange for customer data would be great.
Environmental concerns will increase
Certain environmental conditions will lead to both seasonal and permanent migration in the coming years. Younger generations will increasingly favour brands that share their values.
Companies must avoid greenwashing and show their commitment to sustainability through meaningful actions. To future-proof your brand, your priority should be to balance product promotion with respect for the environment and stakeholders.
Even though the brand's value is often considered, little attention is paid to shaping it properly in practice. Rapid technological changes also mean that we need to redefine the brand organisation. Facilitating dialogue and interaction is important to establish the brand's DNA across all touchpoints.
With constant investment and proper brand management, you can ensure long-term success. This has to be a continuous process, as you should aim to optimise brand values and experiences continuously.
Customers will want more privacy
In future, people will feel that Big Tech has overstepped in its data usage, leading to calls for stronger government regulations. Individuals may shift from large social platforms to smaller, highly encrypted ones. As consumers increasingly demand a fair value exchange for their data, data unions can be created where users collectively bargain with companies that align with their values.
To future-proof their brands, businesses should seek alternatives to large tech platforms to gather customer insights and consider partnering with other non-competitive brands that share their values. To meet customer expectations, offering payment, rewards, or valuable services in exchange for customer data would be great.
Environmental concerns will increase
Certain environmental conditions will lead to both seasonal and permanent migration in the coming years. Younger generations will increasingly favour brands that share their values.
Companies must avoid greenwashing and show their commitment to sustainability through meaningful actions. To future-proof your brand, your priority should be to balance product promotion with respect for the environment and stakeholders.
Even though the brand's value is often considered, little attention is paid to shaping it properly in practice. Rapid technological changes also mean that we need to redefine the brand organisation. Facilitating dialogue and interaction is important to establish the brand's DNA across all touchpoints.
With constant investment and proper brand management, you can ensure long-term success. This has to be a continuous process, as you should aim to optimise brand values and experiences continuously.
Customers will want more privacy
In future, people will feel that Big Tech has overstepped in its data usage, leading to calls for stronger government regulations. Individuals may shift from large social platforms to smaller, highly encrypted ones. As consumers increasingly demand a fair value exchange for their data, data unions can be created where users collectively bargain with companies that align with their values.
To future-proof their brands, businesses should seek alternatives to large tech platforms to gather customer insights and consider partnering with other non-competitive brands that share their values. To meet customer expectations, offering payment, rewards, or valuable services in exchange for customer data would be great.
Environmental concerns will increase
Certain environmental conditions will lead to both seasonal and permanent migration in the coming years. Younger generations will increasingly favour brands that share their values.
Companies must avoid greenwashing and show their commitment to sustainability through meaningful actions. To future-proof your brand, your priority should be to balance product promotion with respect for the environment and stakeholders.
7. Create value across generations
As each new generation brings new potential customers to your brand, you don't need to revamp your entire strategy just to connect with a younger audience. What appeals to your existing audience will surely appeal to the new ones as well.
Find the common interests and values across the generations and find messages that speak to these shared experiences. This will provide your brand a way to connect with customers now and in the future.
Examples of cross-generational brands
One perfect example of a cross-generational brand is Netflix, which has redefined entertainment with its diverse content library for every taste and age group. From Korean dramas that captivate teenagers and young adults to documentaries exploring science and history that appeal to older viewers, Netflix offers something for everyone to watch together.
Netflix surpassed 5 million subscribers in the third quarter of 2024, and its revenue rose to $9.825 billion. It earned $5.40 per share, beating the consensus estimate of $5.12.
Another good example is Patagonia, which updated its values on its 50th anniversary to ensure relevance to the business and its customers. Its core values appeal to its customers, not their age or demographics.
As each new generation brings new potential customers to your brand, you don't need to revamp your entire strategy just to connect with a younger audience. What appeals to your existing audience will surely appeal to the new ones as well.
Find the common interests and values across the generations and find messages that speak to these shared experiences. This will provide your brand a way to connect with customers now and in the future.
Examples of cross-generational brands
One perfect example of a cross-generational brand is Netflix, which has redefined entertainment with its diverse content library for every taste and age group. From Korean dramas that captivate teenagers and young adults to documentaries exploring science and history that appeal to older viewers, Netflix offers something for everyone to watch together.
Netflix surpassed 5 million subscribers in the third quarter of 2024, and its revenue rose to $9.825 billion. It earned $5.40 per share, beating the consensus estimate of $5.12.
Another good example is Patagonia, which updated its values on its 50th anniversary to ensure relevance to the business and its customers. Its core values appeal to its customers, not their age or demographics.
As each new generation brings new potential customers to your brand, you don't need to revamp your entire strategy just to connect with a younger audience. What appeals to your existing audience will surely appeal to the new ones as well.
Find the common interests and values across the generations and find messages that speak to these shared experiences. This will provide your brand a way to connect with customers now and in the future.
Examples of cross-generational brands
One perfect example of a cross-generational brand is Netflix, which has redefined entertainment with its diverse content library for every taste and age group. From Korean dramas that captivate teenagers and young adults to documentaries exploring science and history that appeal to older viewers, Netflix offers something for everyone to watch together.
Netflix surpassed 5 million subscribers in the third quarter of 2024, and its revenue rose to $9.825 billion. It earned $5.40 per share, beating the consensus estimate of $5.12.
Another good example is Patagonia, which updated its values on its 50th anniversary to ensure relevance to the business and its customers. Its core values appeal to its customers, not their age or demographics.
8. Maximise the impact of every dollar spent
Marketing has a well-earned seat at the table, but success depends on proving that marketing matters and should be run like a business. As a marketer, you should ask yourself what marketing contributes to revenue, the return on every marketing dollar spent, and where the next marketing dollar is best spent.
You can start by establishing a common data foundation and radical investment transparency across the entire company, including finance and sales. Once that common platform is established, integrate new tools to make marketers work smarter and drive improved business results.
You need to think like a venture capitalist, such as where to invest for the highest return, decide if it's better to put more budget into an underperforming campaign or double down on one that's being successful, evaluate whether events are driving value, or if funds could be better allocated somewhere else. Try to ask the right questions, test, and then consult data to make changes and go for optimisation.
Marketing has a well-earned seat at the table, but success depends on proving that marketing matters and should be run like a business. As a marketer, you should ask yourself what marketing contributes to revenue, the return on every marketing dollar spent, and where the next marketing dollar is best spent.
You can start by establishing a common data foundation and radical investment transparency across the entire company, including finance and sales. Once that common platform is established, integrate new tools to make marketers work smarter and drive improved business results.
You need to think like a venture capitalist, such as where to invest for the highest return, decide if it's better to put more budget into an underperforming campaign or double down on one that's being successful, evaluate whether events are driving value, or if funds could be better allocated somewhere else. Try to ask the right questions, test, and then consult data to make changes and go for optimisation.
Marketing has a well-earned seat at the table, but success depends on proving that marketing matters and should be run like a business. As a marketer, you should ask yourself what marketing contributes to revenue, the return on every marketing dollar spent, and where the next marketing dollar is best spent.
You can start by establishing a common data foundation and radical investment transparency across the entire company, including finance and sales. Once that common platform is established, integrate new tools to make marketers work smarter and drive improved business results.
You need to think like a venture capitalist, such as where to invest for the highest return, decide if it's better to put more budget into an underperforming campaign or double down on one that's being successful, evaluate whether events are driving value, or if funds could be better allocated somewhere else. Try to ask the right questions, test, and then consult data to make changes and go for optimisation.
9. Brand analytics to measure performance
Data plays a significant role in marketing and communications. Brands often channel their efforts to re-engineer their value chains and become more agile to future-proof themselves through digital transformation. They need to use data analytics and draw incisive conclusions to make effective decisions.
The main challenges marketers face when measuring ROI are assessing their brands' impact against actual business performance and defining tangible performance indicators to justify or defend brand investments. To make your brand future-proof, you need a decision-driven method for tracking and managing.
You need insights into the value of a brand and how various channels and touchpoints contribute to overall brand performance. This will not necessarily be done to map out the brand impact but to make the right choices while optimising your brand strategy.
However, it can be difficult to provide insights into the value that a brand provides to a company, so you should focus on marketing activities that provide direct leads and conversions for sales. If you provide insights into your brand's performance for internal stakeholders, it will become easier to create a wider reason for investing in your brand to make it future-proof.
Data plays a significant role in marketing and communications. Brands often channel their efforts to re-engineer their value chains and become more agile to future-proof themselves through digital transformation. They need to use data analytics and draw incisive conclusions to make effective decisions.
The main challenges marketers face when measuring ROI are assessing their brands' impact against actual business performance and defining tangible performance indicators to justify or defend brand investments. To make your brand future-proof, you need a decision-driven method for tracking and managing.
You need insights into the value of a brand and how various channels and touchpoints contribute to overall brand performance. This will not necessarily be done to map out the brand impact but to make the right choices while optimising your brand strategy.
However, it can be difficult to provide insights into the value that a brand provides to a company, so you should focus on marketing activities that provide direct leads and conversions for sales. If you provide insights into your brand's performance for internal stakeholders, it will become easier to create a wider reason for investing in your brand to make it future-proof.
Data plays a significant role in marketing and communications. Brands often channel their efforts to re-engineer their value chains and become more agile to future-proof themselves through digital transformation. They need to use data analytics and draw incisive conclusions to make effective decisions.
The main challenges marketers face when measuring ROI are assessing their brands' impact against actual business performance and defining tangible performance indicators to justify or defend brand investments. To make your brand future-proof, you need a decision-driven method for tracking and managing.
You need insights into the value of a brand and how various channels and touchpoints contribute to overall brand performance. This will not necessarily be done to map out the brand impact but to make the right choices while optimising your brand strategy.
However, it can be difficult to provide insights into the value that a brand provides to a company, so you should focus on marketing activities that provide direct leads and conversions for sales. If you provide insights into your brand's performance for internal stakeholders, it will become easier to create a wider reason for investing in your brand to make it future-proof.
10. Break down the silos structure
Brands are often organised into silos such as marketing, IT, UX, communications, HR, and facilities. These departments are deeply involved in the brand but rarely share best experiences and practices. And this is the thing you need to change.
It is important to encourage communication between parties and ensure that the brand remains a topic of conversation because collaboration is essential for a coherent brand experience across all brand touchpoints.
In future, the question of which department owns the brand will become less relevant once silo structures are broken down into more collaborative approaches. The brand will flow through every level of the organisation with contributions from beyond just the marketing team.
To maximise consistency in brand message, companies need to establish brand ambassadors across various departments to help maintain alignment and communicate the brand's core values with the team while keeping them updated through regular meetings.
Brands are often organised into silos such as marketing, IT, UX, communications, HR, and facilities. These departments are deeply involved in the brand but rarely share best experiences and practices. And this is the thing you need to change.
It is important to encourage communication between parties and ensure that the brand remains a topic of conversation because collaboration is essential for a coherent brand experience across all brand touchpoints.
In future, the question of which department owns the brand will become less relevant once silo structures are broken down into more collaborative approaches. The brand will flow through every level of the organisation with contributions from beyond just the marketing team.
To maximise consistency in brand message, companies need to establish brand ambassadors across various departments to help maintain alignment and communicate the brand's core values with the team while keeping them updated through regular meetings.
Brands are often organised into silos such as marketing, IT, UX, communications, HR, and facilities. These departments are deeply involved in the brand but rarely share best experiences and practices. And this is the thing you need to change.
It is important to encourage communication between parties and ensure that the brand remains a topic of conversation because collaboration is essential for a coherent brand experience across all brand touchpoints.
In future, the question of which department owns the brand will become less relevant once silo structures are broken down into more collaborative approaches. The brand will flow through every level of the organisation with contributions from beyond just the marketing team.
To maximise consistency in brand message, companies need to establish brand ambassadors across various departments to help maintain alignment and communicate the brand's core values with the team while keeping them updated through regular meetings.
Frequently Asked Questions
What is poor branding?
Test
Why is brand coherence important?
Test
What is the purpose of a brand story?
Test
Final Thoughts
Your future-proof brand strategy should focus on where you are now and what you need to achieve in the coming years. It is great to go beyond the functional parts of your brand experience and adopt the emotional connections that matter to your customers. You should also reinforce positive experiences, address negative ones, and ensure your team understands the unique moments that set your brand apart.
Frequently Asked Questions
What is poor branding?
Test
Why is brand coherence important?
Test
What is the purpose of a brand story?
Test
Final Thoughts
Your future-proof brand strategy should focus on where you are now and what you need to achieve in the coming years. It is great to go beyond the functional parts of your brand experience and adopt the emotional connections that matter to your customers. You should also reinforce positive experiences, address negative ones, and ensure your team understands the unique moments that set your brand apart.
Frequently Asked Questions
What is poor branding?
Test
Why is brand coherence important?
Test
What is the purpose of a brand story?
Test
Final Thoughts
Your future-proof brand strategy should focus on where you are now and what you need to achieve in the coming years. It is great to go beyond the functional parts of your brand experience and adopt the emotional connections that matter to your customers. You should also reinforce positive experiences, address negative ones, and ensure your team understands the unique moments that set your brand apart.
ARTICLE #137
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
- 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®