I just viewed a video done for Bally celebrating 160 years. What a remarkable milestone. While there are many things that go into a long-lasting brand, I find that one of the most important things to do is maintain a consistent brand personality, but also to say something fresh and new in each creative execution.
Many times this can be confusing, but if you think of your brand as a person (as we like to do), it can be easily understood.
Each person has a personality. It is a set of traits that makes that person unique. Every time you meet that person, you have a new conversation and each time, you learn something new about that person. It doesn’t clash with the person/brand’s core personality, but enhances it and your relationship deepens. This is precisely how a relationship between brand and customer works and it should be treated the same way.
Many times brand managers will find themselves bored with the brand they’re maintaining and will attempt to change everything in the hopes of attracting attention. Unfortunately, the result at the very least confuses the customer and in the worst case scenario, can develop a sense of distrust for the brand, as if they are talking with a person who seemingly has a new personality overnight.
You’ll notice in the Bally video, that while there are many different logos, ads, colors and headlines, there are elements that remain consistent. Each execution embodies a feeling of classic, conservative luxury with an upbeat attitude.
Define your brand personality & stick with it. From there, you’ll have the freedom to create fresh & exciting communications to keep your customers wanting more!