Who cares?

What makes a strong brand? And more to the point, who cares?

Apparently, we all do. Psychologists have used MRI scans to prove that most purchase decisions are based on such primary behaviour traits as emotion and attachment. Indeed, brand identity can be seen as shorthand to help buying decisions. So, maybe the question shouldn’t be, ‘what makes a strong brand’, but rather, ‘how do I make mine stronger?’

There is an inherent desire for a brand to represent us as people. Are you a ‘Levi’s guy?’, ‘No, more of a Diesel man, myself’. Biology and human behavioural traits can be fascinating, often quite unbelievable – consider this: we respond to brands with the same patterns of perception, emotion and behaviour as we do to people. Seriously? As we do to people? Are we meant to believe that we respond to a brand with the same care, devotion and connection as we do our friends and family? According to the official journal of consumer psychology and studies in consumer-brand relationships, it is proven that we do. And if you stop to think about it and the brands we love, it could just be true…

It is also proven that brands that are consistent in message and offer drive devotion, thus making a strong brand. Take Coca-Cola for example. Its brand worth is attributed to half of the total company value, measured in billions. Because Coca-Cola always communicates a consistent brand message in all its channels globally it can charge a high premium, proving the very worth of a strong brand, and what is often seen as an intangible asset, in driving unfair competitive advantage and sales.

To me, a brand is an invaluable asset (well, quite valuable actually) as in the proven case of Coca-Cola. All brands are full of promises. Just like Virgin promises to be fun, genuine, reliable and different for a reasonable price, Apple brings cutting-edge design and technology to test imagination and define customer status.

At LAW Creative we work with many brands, day in day out, creating them, nurturing them, protecting them and loving them, because we fully understand the true value and potential worth of a brand. Our creative teams have recently devised a sub-brand identity for Butlin’s that has contributed to a 30% increase in business, a 200% increase in enquiries and scooped some industry awards, too. We conceptualised David Lloyd Leisure’s entire identity, which is recognised the length of the UK today as a premium brand, permitting the price tag to match. Using this very brand identity creatively has consistently allowed us to help fill the health clubs with new and loyal members throughout a decade. And now for automotive parts global giant TRW, we have repositioned their existing brand, which sat neatly alongside many competitors in a cluttered marketplace, to elevate their identity to one of originality and flair that many would dream of – and have done so on a global-scale, delivering both international consistency and regional relevance.

And this is before mentioning the many other brands we champion and guardian every day, devising creative brand campaigns, promotional marketing, video content and digital solutions that all retain the core brand values and identities behind the marketing we create. Holiday Inn, Virgin Limited Edition, Lucas and Mecca Bingo are just some of those that we deliver great creative and successful commercial results for, always taking the upmost in care of their wonderfully valuable identities.

If you’d like any help with brand identity, brand conception, marketing campaigns within an existing brand framework or simply to talk about any of our marketing services, please contact Josh.Kichenside@lawcreative.co.uk.