So where do we go from here? Well, the major problems a lot of brands have is that they know in order to be successful they need longevity. They need to repeat messages and colours and slogans over a long period of time so people become familiar with them. Yet, we also see brands being refreshed, new websites launched and new messaging applied at shorter and shorter cycles. So what’s happening?
In order to uncover their brand principles, organisations really need to understand the needs and motivations of their customers. These are a lot less transient than design trends and should underpin all your fundamental brand elements. Once you know your customers better, you need to understand how outside factors are affecting your brand, when something will fundamentally affect this relationship and when it’s just a passing trend.
Test and tweak with your audience by using an Insight Community. Not only do communities have a shedload of different tools to capture the reaction to your newest and shiniest campaign, but they can better understand the fundamental relationship consumers have with you and your competition.