WHICH TYPE OF BRAND MATCHES YOURS? THE CONSISTENT, THE GO-WITH-THE-FLOW OR THE FULL-OF-SPIRIT ONE?
Brands appear in multiple ways. We have put three type of brands in a row. Not to box them in, but to reflect. It’s a way to pinpoint and reassure you are still following your path or if you took a detour somewhere. Which one matches yours? A, B or C? Just to be sure; there is no wrong answer to this one.
A. THE VERY CONSISTANT, I-KNOW-WHERE-TO-GO BRAND Superconsistant in logo (and mind you the positioning of it). Color schemes are laid out for the rest of the year(s). For everyone who gets to work for this brand there is a manual available with the do’s & don’ts. Ads and commercials will be repeated on and on in various media in order to claim a tiny space in the heads of the consumer forever, or at least for a long time. The downside might be that you get tied up in your own rules and in the end will be fed up with the style and then there is no more to it than a major restyling. The upside: recognizable from afar whether the consumer likes it or not.
B. THE GO-WITH-THE-FLOW-BRAND This one characterizes itself by always being ahead. Or at least willing to be. Profiling itself in the newest forms of media and style. On top of the trends. Cool, start-uppy, following the tendencies and trying to act to it. The possible downside is that, when you don’t exactly know what you stand for, you won’t be able to tackle the ratrace in quickly changing developments. The outcome is that one isn’t flowing, but floating without exactly knowing where to. The upside is that if you nail it, you get the consumer on your side. Longing for being part of your innovative brand. Just one more tip: make sure you won’t only go with the flow in the latest technical developments, but also flow further in developing your style. Hipsters are hipstering themselves out. Unicorns, palm leaves and pineapples won’t last forever. So always be ready to move, in order to take the next wave.
C. THE FULL-OF-SPIRIT-BRAND This type of brand is not in for the quick win, nor for the dull long haul. The full-of-spirit brands brand it their own way. Creating a unique whimsical world for themselves, based on the soft skills in their organization and - even more important - their ‘why’. They have managed to figure out what they stand for and found a way to express that in a layered manner in everything they do. Actually these brands are a mixture between A; they very know well who they are and are consistent in that. But they add a bit of B, acting on the trends and tendencies, yet translated in their own unique way.They are able to extend their brand into something they could never imagine. The downside is that it takes some effort. Not only for the brand itself but also for the leaders, workers and co-workers. Everyone has to have the same goal with the same starting point; the soul of the brand. The upside is that, once one has discovered the secret and is willing to persuade, a whole new world is revealing. Another fun fact: this brand has the ability to surprise, to kick some ass, to come up with someting new (as long as it fits the brands soul) and to make the consumer love the brand for the long run.
As we said, there is no right answer. For every one of these types there is something to say, as long as it’s on its way. We tend to sway to brands in the C. range. It’s like a playground. Being able to develop these authentic worlds and from there creating new things to extend the brand. Our experience is that these brands expand enormously and even go global. That’s the spririt.