Qualities that can help Build a Sustainable Brand

In order for brands to thrive and evolve in the 21st century, it is essential that they follow a few ‘rules’. Here are some of the factors that are responsible for sustainable brand success:

A brand should have a set of core values that drives them. When brand associate them with a cause, it gives consumers something bigger to look up to. This will allow brands to tell an engaging story of their association with a cause.

While most brands and businesses are mostly concerned with profit, it is essential to work to conserve the planet as well. However, the damage we’ve done is a result of the adoption of a unsustainable model of conducting business. It is important to cultivate respect, fairness and giving back, to nature and others.

When limitations become stumbling blocks, look at it as an opportunity to get creative. When sustainable brands meet limitations by turning to alternative methods, a new creative process is born.

The world of advertising is also going through a shift. Apart from selling a story to ensure a product is sold, it also lays bare real facts pertaining to a brand. Because everything is connected through social media, when brands misbehave, consumers are quick to point out their flaws. It is imperative that a brand is transparent in order to connect with consumers.

A company needs to know the kind of story it wants to convey to its consumers. Sustainable brands should have a distinct point of view before they tell their story.  If the story has a human element, it will pave the way for authentic conversation.

Why Attention is Important to Brand Advertising ?

Brand marketers are turning their focus away from tried-and-tested digital metrics like the click and are making the shift towards metrics like attention.

How did this shift take place? There has been innovation every year- from new ad sizes, functionality, formats, targeting and re-targeting techniques and programmatic buying methodologies. There has been quite a shift from the days the first 468x60 banner ad was placed on a website, thereby urging users to click on it. Therefore, brand advertising has come a long way.

While the innovations have really been game-changing, there has not been much dynamism as far as ad measurements are concerned. Direct response advertisers make full use of “the click” in order to obtain success. However, it is pertinent to note that brand advertisers have never really had a true success metric to call their own. In fact, pin-pointing the right metric for brands has been a difficult problem to solve.

The right success

How should one go about finding the correct success metric for brands? You could always start by sustaining the connection with a consumer. This will ensure that when they are in the market for a specific kind of product, they will put that brand at the top of their shopping list.

Brand advertising should tell a story if there is any chance of success. When consumers first hear about a brand, they don’t immediately connect to it. The relationship with a brand has to be built over time and with repetitive positive experience.

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