MUTUAL FULFILMENT
BRAND EVANGELISTS
Thayalan Bartlett
How do you approach the process of crafting a brand identity?
A brand fundamentally exists in the consumer sphere because it has the capacity to build relationships.
The personality of a brand becomes central to make it appealing to consumers. Names, colours, themes and typography are building blocks that require consideration, to give a brand its persona and character.
In what ways has the digital age transformed brand building strategies – particularly in the context of utilising online platforms, social media and digital advertising channels?
The digital age is an exciting period for brands. While digital commerce has seen some progress locally, I don’t think that brands have grasped the full spectrum of digital opportunities for brand building.
Digital is approached as a cheaper alternative to mainstream media rather than for its potency as a medium.
How do you adapt branding strategies to align with evolving digital consumer behaviours and preferences – especially with regard to Gen Z?
Gen Zs dislike being told what to do and therefore, brands come under the watchful eye of this generation. They need to believe in everything a brand represents so that they’re allowed to decide for themselves.
The brand’s intent must come from a place of purpose and that’s a fair ask from any generation, not only Gen Zs. Brands must get off their high horses and begin to engage with consumers on their terms. The tonality must transition from instructive to collaborative.
What fundamental principles do you believe are essential to a brand’s success and longevity?
Brands solve problems and elevate consumer experiences. Define your brand with authenticity and position it uniquely.
A brand must thoughtfully reflect the belief and expectations of consumers; it must stay the course and not flutter with the winds of change.
How do you measure the effectiveness of digital branding efforts – and what key performance indicators (KPIs) do you prioritise to assess brand impact and reach?
Metrics are known to marketers so let me not delve further.
However, if I rephrase the question to ask how marketers should measure a brand’s effectiveness beyond KPIs, then I’d simply say that conversion is not the endgame – it’s only the start. The only metric that matters is if the converted consumer becomes an evangelist of your brand.
What strategies do you employ to cultivate brand loyalty and nurture long-term relationships with consumers in the digital realm?
If ‘strategy’ is used as a means to garner loyalty, brand sincerity will not exist in a sustainable consumer and brand relationship. If a brand is true to itself, it will seek and also attract many other like-minded people who will want to share company with it.
With millions of dollars splurged in advertising spends, brands would be shortsighted to be satisfied with a one-night stand; they will want a long-term relationship with mutual fulfilment.
Storytelling and engagement have emerged as top priorities in the branding arena in this digital era. Are brand guardians adapting to this new playing field, in your view?
The notion of storytelling assuming significance in the digital era is pure fallacy. Storytelling has been an essential part of the creative process ever since advertising came into being. However, there is a difference between great advertising that uses storytelling in a compelling way and not so great advertising that defiles the term ‘storytelling.’
Essentially, great storytellers know how to stir the imagination and emotions of consumers, and keep them engaged; but the ‘not so great advertising’ simply enjoys hearing its own voice. Unfortunately, many brands in the digital era are reflective of the latter.
