Studies show that 75% of consumers have developed a preference for a certain ‘type’ of brand. A desirable brand is one that enables the belief that we can become ourselves or achieve aspirational goals as a result of it.
Countless studies have been conducted suggesting that brands are valuable assets. Their colour, values and positioning are key components that can be actioned, however, its desirability is an emotive pursuit that is difficult to create artificially. A desirable brand can make us think and feel differently compared to neutral brands. They can influence our decisions, drive an impassioned response to messaging and drive us to champion the brand to family and friends. If executed well, a desirable brand is a hugely powerful marketing tool.
A brand that people desire is a tough undertaking that needs careful consideration and planning to execute properly. Companies such as Apple and their associated brands iPad, iWatch etc. have consistently held the top positions on respected desirable brand listings and surveys. Other companies such as Ferrari, Google and Samsung are a steady presence in reports designed to understand and quantify how desirable brands build and maintain their position in the conscious of consumers.
There are countless thoughts around the elements that make up a desirable brand. We have looked at 6 common practices for businesses who are trying to build a desirable brand. We think these are key areas that need careful consideration when positioning your brand and its message.
1. The bigger picture
It is common for a desirable brand to look at the bigger picture. They typically do more to impact people’s lives and actively look for a bigger role in the communities. They are the thought leaders, pioneers and develop a range of propositions.
2. Looking ahead
A desirable brand understands where there is an opportunity in the near future, foreseeing a need, desire and limitations. This is more than a financial opportunity, rather a chance to meet the rapidly changing needs and behaviour of the consumer.
3. Allow transcension
Do not get held back by the limitations of a category, a desirable brand is seen to transcend its rivals and not be held by the restriction of broad sweeping brand categorisation. This should be done with direction, you will be shaping and improving the world around us all and need planning.
Desirable brands are looking for more than commercial rewards. This is secondary to a clear purpose that inspires customers, consumers and internal staff alike. Ambition allows you to build a rapport with your customers who are likely to be ambitious and can recognise similar motivational drives.
Desirable brands build rhetoric that encourages people to think, feel and act differently. They engage us in evolving an interesting story of innovation. They are seen to innovate beyond their category and look at anything they could potentially impact.
6. Build energy
A desirable brand is energising the organisation towards success. Have a consistent direction towards goals and ambitions that are genuine and viable. Energy is more than producing a great product or service, it is about continuously re-evaluating and innovating to ensure the brand has a real role in people’s lives.
A desirable brand constantly drives to engage us in an evolving and interesting story. They innovate across all areas of product, operations and society and do not limit themselves by broad categorisation. They provide all of us with a consistent and evolving story of evolution and innovation. They are considered thought leaders and contribute to an ongoing supply of news, stories and conversation points. They are foremost in the minds of their customers, generate pride and encourage
Do you want to know more?
If you are looking for advice on how to build a desirable brand identity we would love to help. We have looked into the key components of building your identity in our article on Colour and Branding. If you prefer to speak we are happy to offer some advice and direction on your desirable branding ambitions, get in touch, however, it best suits you…
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