Greatness 1st: How To Build a Brand That Outlives You

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Greatness 1st: How To Build a Brand That Outlives You

I LOVE building great brands, it’s always been one of the greatest pleasures in my life. Unfortunately, in today's faster than the speed of light culture, instant gratification has become the norm. Likes and followers can be easily purchased for a small fee, and success is defined by the number of clicks. Very few people want to build great things anymore, everything is disposable but NOT recyclable. Sadly, many people overlook the most crucial aspect - the long-term value of constructing a great brand with a strong DNA. This foundation is what sets a brand apart and ensures its longevity, making it truly worth the investment.

Our Blue Scorpion portfolio company Van Leeuwen is one of those brands. Ben Van Leeuwen is the most talented, authentic, sincere and passionate ice cream maker since Ben and Jerry.

“In the future everybody will be world famous for 15 minutes” said Andy Warhol. I'm going to take this even further he should have added: "including brands".

Bye bye to the days of slow and steady wins the race. Today's society is all about the quick fix, the high, the shortcut, and the immediate return on investment. But as we race towards the future, it's worth taking a moment to reflect on what we're leaving behind.

What happened to the brands that were built to last? The ones with a strong sense of purpose and a clear, distinct identity, a culture. The ones that were founded on a set of core values and principles like Apple, LVMH, Casamigos and that stayed true to their vision and their values, no matter what the world threw their way.

These brands were built with a long-term perspective in mind. They were created to withstand the test of time and to endure through the ups and downs of fickle trends and market fluctuations. They knew that success wouldn't come overnight, but that with patience, hard work, and a commitment to their values, they would eventually reap the rewards.

But in a world where instant gratification are king and queen, the concept of "brand DNA" can seem like a distant memory. Companies are more concerned with short-term unrealistic gains and quick wins than they are with building a brand that will endure. They prioritize superficial metrics like follower count and engagement over the things that really matter: the quality of their products, the strength of their culture, their customer service and the impact they have on the planet.

This is a mistake, the brands that are built to last are the ones that have a real DNA, a set of values and principles that guide everything they do. These brands are more than just a logo or a tagline. They are a reflection of who they are and what they stand for. They are the brands that inspire loyalty and trust, that create a connection with their customers, and that are remembered long after the quick-fix brands have faded into oblivion.

A brand with a DNA is more than just a logo or a tagline. It's a reflection of who the brand is and what it stands for. It's the foundation on which the brand is built, and it's what sets it apart from the competition. A brand with a DNA is built to last, to endure through the ups and downs of the market, and to create a lasting impression on customers and pop culture.

The best example of a company hyper focused and greatness of brand DNA is the LVMH Group, the world's largest luxury conglomerate and the most valuable group in the world. The company has a portfolio of over 60 prestigious brands, including Louis Vuitton, Dior, and Moet & Chandon, which dominate the luxury market. LVMH has a long history of innovation and brand-building, and its brands are known for their high quality, craftsmanship, and timeless appeal. The company has a strong reputation for acquiring and revitalizing established luxury brands, and its focus on customer experience and brand reputation has helped it to maintain its position at the top of the luxury market. Additionally, LVMH has a global presence, with a strong retail network and a growing e-commerce presence, which has allowed it to reach customers all over the world. These factors, combined with its financial strength and the ongoing growth of the luxury market, have helped LVMH Group to become the most valuable group in the world.

So, why is it so important to build a brand with a DNA? The benefits are numerous. Brands with a strong DNA are more likely to attract loyal customers, as they inspire trust and create a sense of connection. They are also better equipped to navigate change and uncertainty, as they have a clear sense of purpose and direction. And perhaps most importantly, brands with a DNA are more likely to make a real impact on the world, as they are driven by a set of values and principles that guide everything they do.

But how do you build a brand with a DNA? The process starts with a deep understanding of who you are as a brand, and what you stand for. You need to define your core values and principles, and then align everything you do with those values. This means being consistent in your messaging and actions, and staying true to your DNA, no matter what the world throws your way.

To give you some inspiration, here are some examples of how to build a brands build? that will last with a rock solid DNA:

1. Clarity of Purpose: Define your brand's purpose, values, and mission and make sure they are clear and consistent across all touch points.
2. Unique Differentiation: Stand out from the competition by identifying what sets your brand apart and highlighting it in your messaging and marketing.
3. Customer Focus: Put the needs and wants of your customers at the center of everything you do, and make sure your brand is delivering value to them.
4. Consistency: Maintain consistency in your brand's messaging, visual identity, and customer experience across all channels and touchpoints.
5. Authenticity: Be true to your brand's values and mission, and avoid being swayed by short-term trends or fads.
6. Emotional Connection: Build a deep emotional connection with your customers by tapping into their values, passions, and aspirations.
7. Relevance: Stay relevant to your target audience by staying on top of trends and constantly evolving to meet their changing needs and expectations.
8. Storytelling: Use storytelling to bring your brand to life and create a deeper connection with your customers.
9. Agility: Be nimble and adaptable in response to changes in the market and customer needs, while staying true to your brand's core values and DNA.
10. Innovation: Foster a culture of innovation and continuous improvement within your brand, and be willing to take risks and try new things.

Here are five of the top-rated podcasts on building a great consumer brand:

1. "How I Built This" - This NPR podcast tells the stories of entrepreneurs and how they built their companies from the ground up. Listeners can learn from their experiences and gain valuable insights into the challenges and triumphs of building a great consumer brand. (definitely my favorite to listen to while i'm driving)
2. "The Pitch" - This podcast from Gimlet Media provides an inside look at the world of startup fundraising. Listeners can hear entrepreneurs pitch their companies to investors and learn what it takes to build a successful brand.
3. "Marketing Over Coffee" - This weekly podcast focuses on the latest trends and news in marketing, advertising, and branding. It provides practical tips and insights for building a strong brand and reaching customers effectively.
4. "Entrepreneur on Fire" - This daily podcast features interviews with successful entrepreneurs and business leaders. Listeners can learn from their experiences and gain inspiration for building a great consumer brand.
5. "Brand Newsroom" - This podcast focuses on the intersection of brand, technology, and media. It provides insights into the latest trends and strategies for building a strong, sustainable brand in the digital age.

These podcasts offer valuable insights, tips, and practical advice on building a great consumer brand and can be a great resource for new entrepreneurs and business owners.

Here are five of the top-rated books on building a great consumer brand:

1. "The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses" by Eric Ries - This book provides a methodology for launching and growing successful startups by emphasizing rapid experimentation and iteration.
2. "Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger - This book explores the science behind why certain products, ideas, and behaviors catch on and become viral. It provides practical insights on how to create products and experiences that people will want to talk about.
3. "Brand Apart: How to Create a Category Dominant Brand" by Phillip Kotler and Fernando Trias de Bes - This book offers a roadmap for creating a brand that dominates its category and stands out in the marketplace.
4. "How Brands Become Icons: The Principles of Cultural Branding" by Douglas B. Holt - This book explores the cultural and psychological forces that drive brand success and explains how to create a brand that becomes an icon.
5. "Start with Why: How Great Leaders Inspire Everyone to Take Action" by Simon Sinek - This book emphasizes the importance of starting with a clear purpose and inspiring vision, and provides practical guidance on how to create a brand that inspires people to take action.

These books offer key insights and practical tips on how to build a great consumer brand that resonates with customers and leaves a lasting impact.

Do it GREAT or don't do it at all...Jamison

#Startups #Entrepreneurship #Leanstartup