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Steve Isenberg

What We Can Learn from the Most Successful Brands

Posted on: August 25, 2016

By: Steve Isenberg

No one with an ounce of experience in the field of branding ever claimed that building a successful brand is easy. No one.



Yet anyone who’s witnessed the success of a solid, dynamic brand wouldn’t dream of uttering, “Don’t bother, it’s too much trouble.”

Brand building is hard work that can yield a fantastic dividend.

What makes a brand successful? What characteristics do the most successful brands share?

1.Successful brands know their audience. They are well-schooled in the specifics of their target market. Their attention, efforts, focus, resources—everything—is firmly grounded in their core audience.

Successful brands know it’s a mistake to try to appeal to everyone across the board. Trying to be “everything to everyone” will result in watered-down efforts that are spread too thin to be effective. For better results, focus on a smaller, more targeted audience.

“It’s better to have strong appeal to a core audience than to have a mild appeal to a broad audience,” notes Clement Lim.


2.Lucrative brands know when to adjust. That doesn’t mean their story or passions change. But to keep pace with changing market needs and to remain relevant, the message might have to be tweaked. Certainly, the means for getting the message out there will need to change over time.
But their story remains the same. Nike is a prime example of this. Says Joshua Conran, Senior Partner at Deksia

“Once you find your story, tell it repeatedly, in a unique voice through different mediums. Nike has been doing this since the ’70s. Its swoosh logo hasn’t changed, nor has its signature “Just Do It” slogan, but the brand is constantly adjusting its messaging to stay relevant. Imagine the outcome had Nike drawn its signature ‘swoosh,’ then sat back and said, “We’re good for this generation.” The swoosh would be dead and buried at this point.”

3.Thriving brands make consistency a priority. You can count on them. Day in, day out, as the weeks, months, and years go by, customers can count on these brands to do and be what they’ve always done and been. A consistent brand creates a sense of comfort and naturally leads to a loyal customer base.

A lack of consistency is not only confusing to the consumer; it sends a difficult-to-dispute message that said company doesn’t have a clue what they’re doing. It creates serious doubts that this entity “gets” their customers or even cares about them at all.

Want to strengthen your company’s reputation in your field? Be consistent.
ASJ Partner’s integrated comprehensive targeted sales campaigns will enhance the strength of your brand with a consistent message across all your marketing venues. Let our team help your team strength your brand. Contact us today.

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