Brand Evolution

SUMMARY:

Take the definite step to establish your brand and ensure its development, and make a strategic approach to change, design growth, and secure success. Follow the vital steps to evolving your brand, from recognition to advocacy. Dive into the dynamic world of brand development, where possibilities are endless. Secure your marketing strategy for sustainable growth.

?This is brand evolution

Brand Evolution: Design a sustainable development strategy.

For over 30 years in my marketing experience, the one topic that consistently emerges at the start of every project is branding. However, many companies mistakenly interchange brand position and brand recognition, failing to grasp the true essence of each. To achieve strategic and sustainable growth, it is imperative to comprehend the brand's journey within the market. A brand is in continual development and progress; it is never static. Therefore, the aim of all our marketing endeavors is to foster brand evolution.

?

Think of evolution as the oxygen that fuels your brand's vitality – it must flow continuously. As you evolve, you empower your audience to shape your brand's trajectory as an advanced phase of evolution. Some may perceive this as a vulnerability, but it is, in fact, the most effective means of ensuring the continued flourishing of your brand.

?

Nature has shown us that three basic steps for evolution translate to your brand's growth. 1) Change step by step, skipping ahead will weaken you. 2) The evolution that best adapts is the most successful. 3) Fail to evolve threatens extinction. Your brand is a living, breathing entity that needs to grow.

?

Now, we are not merely talking about change; we are discussing evolution. As marketers, we understand that change is inevitable. However, brand evolution extends beyond mere adaptation. My recommendation is to not just adapt to change but to change to adapt. Adaptability is no longer about adjusting to different situations; it has assumed a more proactive meaning. Embrace change to unlock new opportunities, innovate, break barriers, and ignite action. As Peter Drucker once said, "The best way to predict the future is to create it."

?

Brand Recognition: Who is Your Brand?

Brand recognition is not about what your brand does; it's about who your brand is. When your customers, competitors, and stakeholders can identify your brand's personality, you have achieved recognition. Your product, logo, mascot, packaging, colors, and slogan, all build your brand's identity. This identity shapes your brand's personality, which becomes infused with human traits. Ask yourself if your brand is funny, mischievous, mysterious, or any other characteristic. When people perceive your brand as a living entity, you are ready for the next stage of evolution.

?

Brand Position: Why Do You Do It?

There is a common misconception that positioning is about "what you do," but that's not entirely accurate. More importantly, it's about "why you do it." The specifics of your products or services are covered in the recognition phase. In the positioning phase, the challenge lies in conveying your objectives. Our goal is not solely to sell (that is a byproduct of a successful marketing strategy); our objective is to improve and influence our customers' context. We aim to become an integral part of their daily lives, communities, and culture. When your brand's influence permeates your customers' culture, surpassing the boundaries of your product or service, and the mere mention of your brand triggers a unique reaction, you are ready for the next stage of evolution.

?

Brand Awareness: What is Your Emotional Connection?

When customers understand your brand, when they know what you stand for, accept it as truth, and become followers, you have successfully created awareness. At this stage, the emotional connection with your brand becomes more crucial than the brand itself. Transitioning from recognition (which stems from the information you provide) to appreciation (which arises from the emotions developed by the customer) signals that you are ready for the next stage of evolution.

?Related article: From Top of Mind To Close to Heart

Brand Advocacy: Are You Loved?

Brand advocacy propels us from establishing an emotional connection to a specific type of connection: love. By forging an unwavering bond between your brand and customers, promotional efforts begin to manifest within the market itself, freeing up resources for this stage. This transcends being a mere brand; it becomes a cause that people eagerly participate in, support, and rally others to join. At this juncture, social marketing (CSR) takes center stage, as your brand becomes an integral part of the community, helping transform customers' contexts and being viewed as a positive force for development. Brands that reach this phase experience commercial success and reap intrinsic benefits.

?Related article (Spanish): Marketing con causa (Forbes Mexico)

Brand Development: Where Do We Grow From Here?

Evolution is cyclical, and once you have achieved brand advocacy, it's time to expand your customer base, product line, or market reach. Growth in this stage is inevitable but must be carefully planned, ensuring consistency and familiarity with the principles observed (for more on this, read my future article on developing a digital siege). While this stage entails a change for your brand, you now possess a stronger, well-developed brand, making the journey easier, more cost-effective, and yielding a greater return. Remember to utilize the analytics gathered throughout your evolution process to ensure congruence between your brand and its development. Lastly, my key tip for this phase is to anticipate and internally negotiate growth, for evolution is an opportunity-driven process that must not be hindered.

?

Embrace brand evolution and unlock the limitless potential of your brand's growth. Through incremental change, adaptability, and a steadfast commitment to your brand's journey, you will propel your brand forward and secure its enduring success in the dynamic market landscape. Share your comments and branding experience. Do not forget to like and follow me for more content like this. #NoMercyMarketing

?

#BrandEvolution #MarketingGrowth #BrandRecognition #StrategicDevelopment #BrandAdaptation #MarketSuccess #BrandPositioning #CustomerEngagement #BrandAdvocacy #GrowthStrategy #csr