7 first principles of branding

What makes a brand stand out? Is it the logo, the tagline, the offering? In reality, it’s a mix of factors backed by intentionality and consistency.

In today's fast-paced and ever-changing business landscape, it's crucial to have a solid understanding of the fundamental principles that drive successful branding. As the fine folks over at brandingmag.com stated, "For a brand to be truly ‘iconic’, it’s about more than just being popular and visually recognizable. Modern icons—which differ from their religious predecessors in many ways—share a few common traits: distinct positioning, consistent behavior, and original attitudes."

While this list isn’t exhaustive, here are seven key principles to guide you to ensure your brand stays relevant and impactful.

1. Know thyself

Who are you? Why are you? What are you offering? What do you stand for? What are your values and how are they expressed? Understand your identity, purpose, and values. You have to define who you are, what you stand for, and the unique offerings you bring to the table. Express your brand's essence authentically and consistently. Your five W’s are the starting point to scratch the surface of who you truly are as a business and brand.

2. Know thy market better

For at least as much time as you spend looking in the mirror and searching internally, invest just as much in understanding your market, customer, audience, and end user. Know them like you know yourself and dedicate the time and effort to truly understand them. Gain deep insights into their needs, desires, and pain points. Then align your brand's messaging, positioning, and offerings to resonate with them acutely and effectively.

3. Be interesting & relatable

Be different, unique, and interesting. Stand out from the crowd by being original and captivating. You can’t truly stand out if you’re trying to fit in (with your competitors). At the same time, ensure your brand remains relatable and connected to your audience's aspirations and values. Stay relevant by understanding their evolving preferences and adapting your brand accordingly.

4. You are not the hero

Make your customer or audience the hero of your brand's story. Shift the focus from self-promotion to how your brand can empower and enhance their lives. Craft compelling narratives that highlight how your offerings address their challenges and help them achieve their goals. If your messaging is only communicating how great you are, then you’re not making it about them. How can you place them as the hero of your story? Again, knowing your market intimately is how you can authentically make them the hero of your story.

5. Tell an honest story

Truth is a differentiator and today’s consumer is super savvy. Give them that benefit of the doubt. Transparency and authenticity are paramount in today's consumer landscape. Build trust with your audience by telling an honest story about your brand, products, and values. Engage in open and meaningful conversations and don’t be afraid to acknowledge both your strengths and weaknesses.

6. Live out your truth

This is the most important and difficult part where our accountability is held: delivering on the promise you make. Ensure that your brand's actions align with its values and commitments. You’ll make mistakes along the way, but those are inherently more forgivable if you legitimately try, day in and day out, to live your aspirational promise. Your brand's reputation hinges on its ability to live out its truth.

7. Embrace innovation & adaptability

In today's rapidly evolving reality, it's essential for brands to embrace innovation and stay adaptable. Keep a pulse on emerging trends, technologies, and consumer behaviors. Continually seek opportunities to innovate and evolve your brand offerings to meet changing market demands and surpass customer expectations.

Build a foundation to shoot into orbit

It’s never too late to employ these principles. Companies often shift and rebrand in order to resonate more deeply with their audiences. By following these first principles of branding, you can lay a strong foundation for your company's success wherever you are on your journey.

Embrace your brand's identity, connect deeply with your target market, captivate with your uniqueness, empower your customers, maintain transparency, and deliver on your brand's promises. By doing so, you will build a brand that resonates, creates meaningful connections, and stands the test of time.