This blog, “How to Build a Desirable Brand” offers six key approaches to help your business be the best it can be.

Did you know that studies show that 75% of consumers prefer certain “types” of brands? You may be thinking, “so, what IS a desirable brand, anyway?”. Good question, actually. In our view, a desirable brand is enabling: it creates the belief in us that if it is, we can – quite literally – become our true selves. And, reach our aspirational goals. Quite a tall order, perhaps. But yes, great brands really ARE that powerful.

We Know This Much Is True

Brands are valuable assets, without a doubt. Market research proves it.

Whilst branding specialists can always change a brand’s colour, styling or font – even its values, it’s creating that all-essential emotional response that’s the difficulty. A brand that’s truly desirable (as opposed to one that’s a bit “ordinary”) makes us feel differently. Even think differently. A look and feel of a brand can influence our daily decision-making. Also, it can create an impassioned, emotional response; one that we’re not even aware of.

Importantly, fabulous, desirable branding can drive us to champion its merits to our friends and family. Heady stuff. It goes without saying, then, that a desirable brand is a hugely powerful marketing tool.

The Branding Challenge

In a nutshell, it’s not easy. If it was, everyone would be doing it.

It is, not to put too fine a point on it, extremely hard to create a desirable brand.

Creating branding that people genuinely desire is something that needs extremely careful consideration. And, a great deal of skill. Just out of interest, have you thought about the brands that hold top rankings in the respected, longed-for, wish-list thoughts in our minds? The answer may be obvious: it’s companies such as Apple, and their associated brands – such as the iPad, the iWatch and so on.

However, let’s not forget other high-profile businesses, such as BMW, Ferrari, Google and Samsung. They all rank highly in the “feelings” parts of people’s minds. Plus, they guide branding specialists like the Turquoise Creative team in helping us understand why and how this all happens.

Many aspects go into creating a desirable brand. It’s a prism with several angles, and much thought goes into every single one of them. Space allowing, we’d take you through an extensive list, but you may lose the will to live. To be the most useful and helpful we can be, we’ve narrowed the common practices down to SIX.

Have a think about the following when you’re thinking about what your brand says to your audience: esirable brand. We think these are key areas that need careful consideration when positioning your brand and its message.

Six approaches to position your brand to best effect

1. See the bigger picture

In our experience, desirable brands can see the bigger picture.

What do we mean by this? Simply, they seek to be thought leaders, and pioneers. Perhaps even to develop a range of propositions for people to live by. In essence, sought-after brands seek to do more to impact people’s lives. Equally, they may look for a more active role in communities. You associate them with doing good; with making the world, quite literally a better place.

2. Look Ahead

Branding that people see as in demand and advantageous has a crystal ball – of sorts. It anticipates future needs and opportunities. You may be surprised to learn that these plan-ahead expectations aren’t necessarily financial. Rather, they’re a chance to meet their customers’ future needs and behaviours. Your go-to brand has already thought well in advance of how things are going to be.

3. Empower your brand to cross product borders

Don’t limit your brand by category.

That is, stay ahead of your rivals by NOT restricting your brand to just one product type or categorisation. Why? Because you’ll be shaping and improving the world around you – and that of your customers. You’ll need careful direction and planning, but get ready to take on your cross-border challenge.

4. Get Ambitious

It is time to move outside your comfort zone? Most likely, yes. Desirable brands generate more than just a commercial reward. they also inspire others. Examples could be customers, consumers and of course, the staff that work with you.

Ambition empowers you to create a strong rapport. They’ll recognise your drive as something they’re feeling, too.

5. Try Innovation

Do something different.

A most-wanted brand builds rhetoric. All things considered, it can encourage people to think, feel and act differently. Brand users feel that they’re part of the evolving story, and up to speed. The message that your brand is innovating beyond its category is an incredibly powerful one.

Whose lives could you impact with a desirable brand?

6. Build energy

In our view, a desirable brand is energising, and it creates motivating thoughts and feelings. Success starts here. Goals and objectives need a way to help others work towards them, therefore it’s important to ensure that your brand has a real role in people’s lives.

To sum up, a desirable brand works hard to engage us in its evolving story.

That is to say, it’s innovative across all areas of a product, as well as the whole of society. Equally, it doesn’t limit itself. Change is constant, and your brand must be ready to change, too. On balance, a brand should be a thought leader, contributing to news, stories and conversation points.

Get your brand at the forefront of your customers’ minds, and watch it fly.

Do you want to know more?

If you are looking for advice on how to build a desirable brand identity we would love to help. In the meantime, check out how to build your brand identity in our article about Colour and Branding. However, If you prefer to speak to a real human being, get in touch with us.

We’re here, and always happy to offer advice.