There are no "New Rules" of Brand Building: These are Basics.

The marketing landscape is constantly evolving, and chasing the latest trends can be tempting a trap. A recent article proposing four "new rules" for brand-building misses the mark. These rules: product-centric storytelling, building trust, exploring partnerships, and creating engagement systems, are fundamental principles of marketing, cleverly repackaged as shiny new ideas.

While new ideas might grab attention, for marketers, chasing the next big thing can be a never-ending trap. The key to marketing professionals lies in mastering the core principles of translating the features into tangible benefits for the customers.

Let's dissect the proposed "new rules:"

• Product Story vs. People Story: Emotional stories are product stories. Emotional connections with brands are built on trust and the product's ability to deliver a desired outcome. It's not just about the people in the story, it's about positioning the brand as the hero that solves a problem or fulfills a need.
• Trusted Differentiation: Trust is the foundation of a strong emotional connection. Brands that consistently deliver on their promises stand out in a sea of untrustworthy competitors. This is how to differentiate the brand.
• Brand Network vs. Brand Opportunities: A strong brand network is the feature and the benefit is opportunities for extended partnerships to expand into new spaces. Creating fertile ground for impactful partnerships makes collaboration more strategic. Cross-branding opportunities with the right partners can be blockbusters.
• Scalable Model vs. Repeatable System: A robust and repeatable engagement system is inherently scalable. Building a solid foundation with proven customer engagement at a smaller scale is crucial before scaling up.

All these principles are centered on the customer and their experience. The key lies in transforming product features into compelling narratives that showcase your brand's trustworthiness and how it delivers the benefits customers seek. This approach sets you apart, especially when everyone else is chasing the new buzz.

I remember when I started, new ideas and promotions closed deals easily. However, selling consistent brand messaging executed in the right channel and reaching the right audience is the real driver of sustainable growth. This requires discipline, a quality that rarely excites people but ultimately leads to long-term success.

By focusing on these timeless principles, marketers can create lasting brand experiences that resonate with customers and drive business growth.