Repetition is the Key to Brand Mastery: Building Bridges and Beating Price

The title of this article is taken from a conversation I had this week with Damien Rossi and it resonated so much, I thought I needed to expand on it here.

In the crowded marketplace, your brand is your armor, your beacon, and your bridge to the hearts and minds of your customers. It's not just a logo, a tagline, or a colour scheme; it's the very essence of your existence, the story that whispers promises and builds trust. But building a brand that truly resonates, a brand that demands a premium and transcends mere price, takes more than a one-time marketing blitz. It takes mastery.

And mastery, much like the muscle memory of a champion athlete, thrives on repetition.

Before we delve into the power of repetition, let's clarify the essence of what a brand is (and isn't):

What it isn't:

• Just a logo: While your logo is a visual representation, it's not the sole embodiment of your brand. Think of it as the handshake, not the person.
• A fleeting image: Your brand isn't a fad or a trend. It's a promise, a consistent experience that transcends time and marketing campaigns.
• An empty shell: Behind every great brand lies a story, a set of values, a reason for being. It's about who you are, what you stand for, and why it matters.

What it is:

• The emotional connection: It's the feeling your brand evokes, the association it builds with your customers. Think Apple and innovation, Nike and empowerment.
• The social connection or value: it signals to others the kind of person or company we want to be.
• The consistent experience: From your website to your customer service, every touchpoint reflects your brand promise.
• The difference between price and value: Your brand bridges the gap between what your product costs and the perceived benefit it delivers.

It is possible you will have a few other bullet points to add here, as brand is complex, multi-faceted and difficult to wrap your hands around; and that complexity can be viewed through different lenses, so feel free to add your thoughts in the comments below.

Now, let's talk about the magic of repetition in brand building.

Imagine your brand as a song. The first time you hear it, you might remember the catchy tune. But it's through repeated listening that the melody lingers, the lyrics resonate, and the emotions swell. It's the same with your brand. Each interaction, each touchpoint, is a note in your brand symphony. Consistent repetition ensures your audience isn't just hearing the first few bars; they're experiencing the entire masterpiece.

Here's how repetition elevates your brand to mastery:

1. Building Recognition: In a world bombarded with messages, repetition cuts through the noise. By consistently showcasing your brand, you increase the chances of being noticed and remembered. Think Coca-Cola's iconic red or McDonald's golden arches – ingrained in our minds through decades of consistent messaging. Consistently the best performing ads are the ones that have been around for years, sometime decades. Think Coca-Cola's "Holidays are Coming" Christmas ad which was made in 1995 and was one of the top performing ads in 2023. By consistently presenting their messaging to consumers, advertisers are essentially priming their target audience to develop a favorable perception of their brand. Repetition also plays a vital role in establishing top-of-mind awareness and trust.

2. Reinforcing Trust: Repetition fosters familiarity, which breeds trust. As your audience encounters your brand repeatedly, they begin to understand your values, your voice, and your commitment. This trust translates into loyalty, making them more likely to choose you over competitors.

3. Deepening Emotional Connection: Every brand interaction tells a story. Through repetition, you weave a narrative that resonates with your audience's emotions. Think Dove's campaign for real beauty, which resonated with women tired of unrealistic standards.

4. Elevating Perceived Value: Repetition reinforces the message of what your brand stands for. When your audience consistently hears about your quality, innovation, or commitment to a cause, they begin to perceive a higher value, justifying a premium price.

Remember, repetition isn't about spamming your audience. It's about strategic consistency.

• Be present, but not pushy: Show up regularly across relevant channels, but avoid bombarding your audience with irrelevant ads.
• Be consistent, but not monotonous: Maintain your core brand identity while injecting freshness through varied content and creative executions.
• Be meaningful, not mindless: Every repetition should add value, whether it's informing, entertaining, or inspiring your audience.

Finally, remember the price-value gap. Repetition allows you to bridge this gap effectively. By consistently conveying your brand's unique value proposition, you shift the focus from "how much does it cost?" to "how much value does it bring?". This opens the door to premium pricing based on the intangible benefits your brand delivers.

Building a brand that commands a premium isn't about miracles; it's about dedication and meticulous repetition. It's about weaving your brand story into the tapestry of your audience's lives, note by note, until it becomes the melody they can't forget. So, pick up your instrument, practice your song, and embark on the journey towards brand mastery – one consistent repetition at a time.

Remember, your brand is a bridge. Build it strong, and you'll not only survive the ever-changing market, but thrive.

Please do leave your comments below and have a great weekend folks :)