What Makes a Brand Successful — Part 1

With BMW you get sheer driving pleasure, RedBull gives you wings, Ricola invented it and with Ovaltine you can’t do it better, but you can do it longer. Strong brands are recognized by the fact that they are recognized. They stand out from the rest, form the framework for a product or service and provide direction. Strong brands convey values ​​and characteristics — and thus a whole identity.

To build one’s identity, it is essential to develop a consistent and recognizable profile for a company, foundation or leader. This individuality, the USP, sets you apart from the competition.

Branding is an ongoing process: Identity has to develop and adapt to the changing circumstances/environment. But it’s worth it. If your identity is communicated correctly, it creates trust in the company, its products and its services.

Why we love brands 

Strong brands are enormously relevant and have become an integral part of our everyday lives. Today, competitors can copy almost anything when it comes to product technology and services, but not a strong brand. Brands lead and direct, inform and manipulate, emotionalize and dramatize.

The human brain wants to make decisions as easily as possible. It does this — when possible — on the basis of lived experiences. The tried and tested is automatically repeated.

If there is no experience to draw on, reflection sets in. The person is then navigated by his subconscious, the so-called implicit system. This is where our emotions rule. Anything that doesn’t trigger feelings is worthless to our brain. This also applies to brands. Strong brands thus manage to reduce the complexity of a decision, to capture us emotionally. With the help of brands, we are relieved of the burden of decision-making.

It doesn’t work without a strategy

To exploit the potential of their brands, companies, foundations and executives must practice professional brand management. To the outside world, it may seem at first glance that a brand’s identity consists primarily of visual elements such as logos and colors. But there is more to a strong brand than that: It is comprehensive and creates and conveys its own personality.

The identity of strong brands consists of a combination of many individual components and does not come about overnight. A branding process must be approached strategically. This requires a comprehensive analysis and a deep understanding of the brand.

Moreover, branding is an ongoing process: Identity has to develop and adapt to the changing circumstances/environment. But it’s worth it. If your identity is communicated correctly, it creates trust in the company, its products and its services.

With ESSENCE RELATIONS we guarantee an effective process and an individual approach to developing a strong brand identity. In this way, we create the essential basis for sustainable success.