LASTING LOVE
BRAND ADVOCATES
Vino De Silva
What do you consider to be a hallmark brand – and why?
Apple is a hallmark brand for three reasons.
Firstly, its simplicity and minimalism – a brand personality must be deeply rooted in its simplicity and minimalist design; and Apple has got it right! From the look and feel of the product, user interface and overall user experience, Apple has made the brand approachable and relatable to consumers.
It’s always had clean lines, intuitive functionality – a human design – which offers users a seamless experience. This sets Apple apart and resonates with consumers seeking exceptional experiences.
Second is its brand appeal. Apple positions its products as high-end and aspirational, and creates a perception of desirability. Sleek designs, premium brands and products, and attention to detail and craftsmanship of its devices and software make for an exclusive brand experience – one that appeals to consumers.
Thirdly, its consistency and memorability. Apple has established an indelible impression with an iconic logo and a brand essence that is deeply ingrained in the minds of consumers. Its consistency across the business – i.e. from marketing communications to product packaging – has created a consistent brand identity, which has made Apple one of the most easily recalled and recognisable brands.
How has the digital age transformed brand building strategies – particularly in the context of utilising online platforms, social media and digital advertising channels?
There’s been a shift to experiential branding. In the digital age, brand building has evolved from traditional advertising to focus on consumer interactions and experiences.
Brands are leveraging online platforms to create meaningful connections with their audiences, engaging with them interactively and using real-time feedback to enhance the brand experience.
Digital interactions have made branding real time, whereby consumers can share their experiences instantly through social media and online platforms, creating an instantaneous ecosystem. This requires brands to be agile and up-to-date in their marketing efforts, and contextual and current.
Personalisation and hyper targeting is another aspect. ‘One size doesn’t fit all now’ is applicable as the consumers we’re engaging with change and have unique personalities. Digital marketing and advertising create personalised experiences for consumers, enabling brands to define and connect with specific audiences.
By leveraging data, insights and AI technologies, brands can tailor marketing efforts to individual preferences, creating a sense of individualised engagement and enhancing customer relationships.
These transformations highlight the impacts of the digital age on brand building, and emphasise the need for brands to adapt to the changing landscape by prioritising consumer experiences, real-time engagement, and personalised marketing strategies across online platforms and digital channels.
What fundamental principles do you believe are essential to a brand’s success and longevity? And how do you apply them to create a cohesive brand experience?
We are in the business of dealing with not merely brands but people too. Prioritising human-centric experiences, and understanding your consumers’ needs and preferences, is crucial.
By beginning with a focus on people and human insights, brands can build meaningful connections and long-lasting love to create loyal brand advocates.
Maintaining consistency across all brand touch points and adopting a holistic approach to brand building also ensure a unified message and experience. In a day and age where media touch points and consumption are fragmented, and people’s habits and behaviours shift, it’s important that brands create a holistic experience for consumers.
In addition, engaging employees and aligning them with the brand’s values and vision is vital. At the end of the day, your people become your brand, and its voices and faces. The internal brand culture influences external brand perceptions, making it essential to empower employees to deliver consistent brand experiences.
