My Approach to Brand Strategy
Brand integrity is essential in today’s fast-paced digital world, where consumer expectations evolve rapidly companies must
adapt to remain relevant. By focusing on The Isocoseles Model, brands can adapt to shifting needs and maintain consistency
in customer recognition and internal alignment. This strategy highlights the importance of data-driven decisions and ensures
that brand narratives resonate authentically. Maintaining a strong brand identity is more challenging than ever, and by leveraging
these strategies I will help companies build brands that truly connect with their audiences.
The Challenge….
As product extensions grow and marketing initiatives become more expansive, companies face challanges in maintaining brand integrity— evident in cases like Bud Light’s colaboration with Dylan Mullvaney, which led to significant drop in sales.
On the other hand, Patagonia has quadrupled sales in recent years due to the owners focus on a brand indentity.
What can marketers do to ensure a safe & strong brand?
There’s a shift in brand integrity— consumers want brand’s actions to reflect the story it tells.
Company goals have changed— branding is now consumer specific rather than product-focused.
We have transitioned into the digital age— from how consumers interact with brands to how brands build their image to the consumer.
Brand images are consumed differently now, and we need to be aware of the dangers!
Changes in the Industry….
The Isoscele Model
The conjunction of these three points creates a safe and strong brand. The duality of customer recognition and internal alignment works to create a company image, and vice versa.
Customer Recognition - Understand the competitive advantage and how it relates to brand visuals, continuously evaluate customer perception to know how they see you and how to change,
Internal Alignment - Employees are brand ambassadors because they are the brand face and decision-makers, ensure employees are working under the same goal and identity.
Company Image - Imbue brands with personal characteristics that make emotional responses and stand out.
Example
“It’s our obsession with serving the consumer that sharpens our focus and drives our growth”
- Mark Parker, Nike CEO