Must 5 of Branding to stay relevant in a changing world

Do you still listen to cassettes? Do you save your files on floppy discs? Do you have physical photo albums? You will likely say no to these questions. You might not even understand these questions if you were born in the 2000s. The world is in constant movement. It is not sudden, although sometimes it looks like it. Businesses have to stay relevant in what they do and how they show themselves in the works, aka branding.

It is a no-brainer that marketing and branding had to become more sophisticated. We don’t create brands like we used to. We now develop communities; we make cultures. Some brands are as powerful as religions. But how can you do the same? Your brand must follow the must 5 of Branding.

Know WHO

You need to understand your client, not just demographically but also psychologically. Knowing their gender and their age may help, but what you really want to understand is what are their fears and wishes. What are their values? What do they need from you? You can download this worksheet to get you started understanding WHO your customer is.

Learn HOW

Now that you know who you are talking to, you should understand how to communicate with them. That includes where you should be present (if they are not Instagram, why are you still wasting your time there?). Be there when they need you. Say what they need to hear, not what you want them to hear.

Say WHEN

Let them say when they want to purchase. Have you noticed that none of the attendants is trying to sell you a phone in an Apple store? This is because they know you will be ready when you are. Let them choose you when they need you. But to do that, you have to do the homework above.

BE sure

Today’s marketing has to be authentic. You must walk the talk. Your customer knows and can find out. Reviews, influencers and customers service will make or break your brand.

Do SIMPLE

Do not overcomplicate things. You don’t need to be everywhere and for everyone. What you need to do is work strategically, do less but best.


You are in the right place if you need help with your brand strategy, communication, or 360º business help. Just get in touch!

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