Core principles for a long-lasting brand

The world of business is constantly evolving, but one thing has always stood the test of time: a strong brand. No matter whether you’re a startup looking to make waves or an established company seeking to evolve, a long-lasting brand is critical to staying competitive.

A compelling brand is much more than just creating a visual impression, though. It’s about consistency, clarity and authenticity for your clients, helping to foster loyalty and trust. How do you develop a brand that stands out and stands the test of time? Let’s dive into the core principles...

What defines a brand identity?

Brand identity is the term used to cover the visual and conceptual elements that define your business. This all-encompassing phrase includes your logo, colours, tone of voice, typography and everything that embodies who you are as a company.

You should think of it as a cohesive experience that reflects your mission, vision, and promise to customers. When done correctly, a solid brand identity not only helps to attract new customers and turn them into loyal advocates, but it can also support businesses in weathering market trends and changes.

What are the benefits of having a strong brand?

Creating and nurturing your brand can transform your success and is able to provide a wide range of benefits, including:

• Customer loyalty
  A strong and consistent brand helps to foster trust and build an emotional connection with customers. That connection then translates into repeat business and brand loyalty. Think about the likes of Apple and Nike, these brands have maintained consistent and authentic messaging for years, which has led to a huge fanbase that spans generations.

• Standing out
  Every day, customers are bombarded with messaging and adverts from brands vying for their attention. That means it’s essential that you are able to stand out and showcase to consumers what makes you unique, and a strong brand can be your key differentiator.

• Adaptability
  Another major advantage of a strong brand is that it’s adaptable. As markets evolve, a strong brand will provide a stable core from which you can adapt from. For example, Coca-Cola has been able to modernise its brand over the years without ever compromising its core identity or values.

• Brand equity
  Finally, an effective brand is memorable. When your logo, slogan, or branding resonates with consumers, it will remain at the forefront of their minds. Over time, that recognition helps build brand equity, meaning customers are more likely to think of your brand when considering a purchase.

What are the key steps to creating a memorable brand?

Now you know the many benefits of creating a strong brand, what steps can you take to develop one that resonates with your consumers? Developing clear branding is much more than just picking a trendy logo or catchy colours, you need to think about multiple aspects to ensure you are crafting a lasting impression.

Here's a few primary pointer to keep in mind;

Simplicity
The key to a successful brand lies in its simplicity. Your logo, visual elements and messaging should be easy to recognise, understand and recall, so when designing (or redesigning) yours, remember the old adage, “Less is more”. For example, what’s the first thing that springs to mind when you think of McDonald's? Chances are it’s the universally recognised golden arches.

Versatility 
You will be using your branding across your website, social media, written comms and more, so you need a brand and visual identity that works across multiple platforms, on different backgrounds, and in various sizes. Carefully consider the visual elements and your messaging to ensure it works just as well, regardless of the format consumers see.

Memorability
You should want to create a lasting impression on consumers, so you need your branding to be memorable. This can be achieved through unique design, distinctive typography, or an unforgettable slogan. Whatever you choose, it should build an emotional connection with consumers by tapping into feelings of nostalgia, comfort or excitement.

Colour choice
Colours are an important tool for conveying meaning and emotion, with certain choices evoking different feelings. For example, blue is often associated with trust and stability, while bold colours like red can create feelings of excitement or urgency. Take your time to choose colours that align with your brand’s message and personality.

Typography
Typography is another crucial component for building a strong and memorable brand identity. Your choice of font can communicate a lot about your business. A sleek, sans-serif font is perfect for a modern and innovative brand, while a classic serif font is ideal for a more traditional organisation.

Brands who have achieved longevity

There are lots of fantastic examples of great branding in the world, but there are three in particular that stand out to us.

Twinings

Founded in 1706, Twinings is one of the oldest brands in the world, yet despite being around for over three centuries, it still remains at the forefront of consumer minds.

Aside from its high-quality products, the secret to its success and longevity lies in its sophisticated yet simple logo. While packaging and design trends have evolved since those humble beginnings, the Twinings logo has remained virtually unchanged. The bold, elegant design ensures that it’s instantly recognisable no matter the background, allowing the brand to remain relevant over the centuries.

Peugeot

Did you know that Peugeot is actually one of the oldest car manufacturers in the world? The brand was originally founded back in 1803, but unlike Twinings, the branding has evolved considerably over time.

However, while today’s logo is very different from the original, one element remains the same: the lion symbol. This constant is an emblem of strength and quality and has always featured prominently in the manufacturer’s branding.

Apple

Although a new brand compared to the likes of Twinings and Peugeot, Apple has already made a lasting impact and grown to become one of the most valuable brands in the world. Aside from their ground-breaking and innovative products, the brand has made a huge impact with its standout - and instantly recognisable - brand logo.

The Apple logo has become so renowned with consumers globally, the business can now play with their marketing and design as obscurely as they want!

Most interpret the logo as being a reference to the story of Adam and Eve in the Garden of Eden, which in itself makes the perception of the brand even more powerful to the consumer.

The actual meaning behind the symbol, explained by Rob Janoff (designer of the iconic Apple), he said...

"The element that made the apple special was the bite which, Rob explains, graphically served two purposes:  It indicated the fruit’s scale – this was an apple not a cherry – and it indicated human interaction, biting into the apple for nourishment or metaphorically to acquire all the knowledge that users would get out of the computer".

Whatever the story behind the logo, Apple has masterfully crafted a brand that stands for innovation, simplicity and reliability. However, it remains to be seen if it will be able to stand the test of time as well as the previous brands mentioned!

Start building your long-standing brand

Creating a long-lasting brand requires more than just clever design. It requires a deep understanding of your core values and a commitment to consistency, clarity and adaptability to create an identity that resonates across generations.

If you are looking to take your brand to the next level for long-lasting success, our team of branding specialises will help develop, define and refine your brand – no matter whether you’re starting fresh or looking to evolve, our studio is ready to partner with you on that journey to achieve your goals.

Get in touch with us today calling 01926 754038 or email us at hello@designmc.org and let’s build something extraordinary together!