Robert Walker eloquently reminds us that brands defy the conventional realms of existence, yet that does not diminish their inherent value. 

"Strictly speaking, brands do not exist. You can’t extract them from the earth, craft them in a workshop, manufacture them with industrial robots in a state-of-the-art facility, or fabricate them with a 3-D printer. you can’t put one in your pocket, grow it on a farm, put a fence around it, fling it through a window, or leave it at a restaurant by accident. You can’t even download a brand. A brand is nothing but an idea.

The fact that brands do not exist does not mean brands are worthless; indeed, they have value that can’t be denied—unless, of course, you don’t believe in the idea of money. This is why the stakes around branding are so high in today’s marketplace, and thus why so many genuinely smart people enmesh themselves in the business of figuring out how to do it right." - Robert Walker 

Branding is a powerful and nuanced process that extends beyond the mere identification of a product, service, or organization. At its core, branding involves attaching an idea, a concept, or a set of values to an object or entity. This profound connection transforms an otherwise ordinary offering into a unique and memorable brand, resonating with consumers on a deeper level. 

This blog post is the continuation of our previous blog about how branding and design control our minds. We are going to discuss some of the principles that you can apply for brand growth.

Strategic Branding as Growth Catalyst

Managing a brand's network of associations and accelerating top-line sales growth involves a strategic and holistic approach. Here are several key strategies to achieve this, suggested by brand experts and neuroscientists at the University of Pennsylvania: 

1. Diverse positive associations

Formulate marketing communications that build on various positive associations rather than relying on singular ideas. Contrary to prevailing assumptions, the most impactful communications encompass a comprehensive umbrella message, incorporating multiple themes underneath. Instead of reducing your advertising to a single focal point, embrace a layered approach that incorporates diverse elements. This nuanced strategy ensures a richer brand network, resonating with audiences on multiple levels and fostering a more intricate and memorable brand image.

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FedEx has positioned itself as a reliable global logistics leader. The brand engenders trust and accessibility. The commitment to innovation, efficient customer service, and community engagement in their communication amplifies its appeal. 

2. Unified branding across platforms

Customize how you deliver your message based on different audiences and platforms, rather than altering the essence of your brand's message for each specific group. Maintain a consistent and universal brand message that resonates across diverse audiences. This approach helps attract new users and fosters a community that shares emotional and cognitive connections with your company.

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Through a consistent and recognizable brand identity, FedEx has succeeded in creating an emotional bond with its audience, transforming a courier service into a symbol of dependable and community-conscious logistics.

3. Choose positive reinforcement over comparison

Positive reinforcement fosters a connection with customers based on positive experiences and associations. Contrast effect, on the other hand, involves comparing one thing to another, often highlighting differences. While this can be used strategically in branding, it has the potential to create negative perceptions if not managed carefully. For example, if a brand relies too much on contrasting itself with competitors in a negative way, it may come across as critical or confrontational, which can harm the overall image.

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Gourmet Skin Bar's Rewards program is a prime example of positive reinforcement in action. Customers earn points for referring friends, making purchases, and leaving reviews, unlocking rewards like free shipping and discounts. This approach encourages continued engagement, fostering a strong brand community where customers are motivated to explore more and deepen their connection with the brand. In essence, the power of positive reinforcement lies in inspiring action and building lasting brand relationships.

Conclusion

Brand experience encompasses every facet of how a customer encounters your brand—its visual appeal, auditory elements, tactile sensations, olfactory impressions, and even taste. From the digital interface of your website to the in-person interactions within your stores and the encounters in between, it's a holistic journey.

The most impactful experiences emerge from a purpose that is not only meaningful and authentic but also consistently delivered. Crafting such experiences is the paramount method to ignite customer loyalty, laying a solid foundation for the continuous expansion of your business.