10 Steps to Stronger Bigger Brands


Tangible was formed so that we can give our clients something significant and meaningful to work with to help them grow their brands.

As we develop our ideas we read a fair amount and do a lot of thinking – we have written quite a bit about this it in previous posts. We wondered if it would be useful to distil a lot of this into a short list, complete with references to our inspiration sources.

So here is a summary of what we have learned over the last 15 years:

Tangible’s Top 10 Ways to Create Stronger, Bigger Brands:


1. Have Purpose question mark

Uncover your single minded purpose, be as human as you can and there’s more chance people will connect with what you do. (Have a read of Simon Sinek, Start with Why)

2. Accentuate the Positive smiley face

People remember happy things and what’s more, they look forward to remembering them. So focus on making people happy. (University of Southampton is doing a lot of research into this: www.southampton.ac.uk/psychology/research/projects/anticipated_nostalgia.page?#overview)

3. Force & Fame fame force

Stronger brands have Force because they are distinctive and become memorable – Fame follows with all the benefits you’d expect. (See Young & Rubicam’s magnificent brand asset valuator tool for some science)

4. Minimise Risk risk

Remove buying barriers by minimising the risks associated with purchase and sales will increase. It’s simply a matter of human behaviour. (Read chapter and verse in the seminal Thinking, Fast and Slow by Daniel Kahneman)

5. Go for Penetration target

Penetration is more important that frequency. Bigger brands are bought by more people. It really is that simple. (Byron Sharp provides all the evidence in How Brands Grow)

6. Loyalty Doesn’t Really Exist no loyalty

It is OK to want people to love our brands, but the reality is that most people buy from a repertoire and don’t sweat about switching. (Andrew Ehrenberg’s team at London South Bank University’s R&D Initiative is where the work was done; Byron Sharp’s How Brands Grow is an easy way to see the results)

7. Focus focus

A successful brand is concentrated on as few things as possible: it makes it stronger and more memorable. (Al Reis and Laura Ries defined 22 Immutable Laws of Branding – see below for a few more examples)

8. A Strong Name name

It makes the job a lot easier – brands are names with a promise. Make the name a new, distinctive word and it helps even more. (Al Ries again – he also says try to own a colour. Good luck with that)

9. Brands Not Subbrands brand sub brand

Sub brands aren’t really brands. However inconvenient it might be, the strongest brands are brands in their own right. (Al Ries again – he insists that the more sub brands, the weaker the brand)

10. Consistency consistency

Consistency of message and repetition are crucial in reinforcing familiarity and fame. Most people screen out things they don’t recognise. (Brace yourself and take a look at consumer.ology by Philp Graves. We believe good research is invaluable – he claims otherwise. But we agree that shoppers filter out as much as they can to make decisions simpler)

Good luck. Success is (almost) guaranteed.

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