Why brands that ignore strategy don’t survive the digital noise.
Image is of a large scribble with the words death and brand within it, to make up the sentence ‘Death of a brand identity’. The scribble is representing the chaos found with the number of entry points a customer faces.
In an ever-changing world where AI and personalisation are at the forefront of every brand specialist, Marketing Director and CEO, there are dozens of platforms and consultants that offer the magic of results, leads and income generated. Each platform has its own goal, and even the traditional entry points for customers and clients have evolved into areas that exceed the skills of some specialists. Yet, to avoid being left behind, the ideas are bought, the courses are taught, and the ideas are transferred — then the process is phased out. Another campaign, another ad—the same cycle, the same results.
Furthermore, in a fragmented digital landscape, the entry points for customers and clients are different. From the platforms themselves to the evolving algorithms, devices, and let’s not talk about the content overload. In fact, it is suggested that on average, individuals are exposed to 5,000 to 30,000 brand messages per day across various media channels. According to think with google, consumers interact with at least 130 different mobile touchpoints, daily.
The simultaneous presence of brands online and offline creates a problematic environment for maintaining a consistent identity. Brands, marketing teams and senior managers become risk-seeking by jumping on the ‘trends’ or platforms, .i.e the Taylor Swift engagement as well as competitors or algorithms define how they are perceived, foregoing one of the most essential elements.
The strategy.
The forgotten truth is that you are either in a position or being positioned. I have been on both sides as a designer and entrepreneur, and have seen brands grow, been in awe, and failed at my own. I also increased visibility in one company by almost 33% in terms of brand presence back in 2017. The repetitive key to success is that of a strong brand strategy and experience: no fluff, no designer terminology or marketing magic. Strategy is a compass, not a rulebook. At first, it sets the rules—but in time, it becomes instinct, a sixth sense guiding every decision for not only the marketing teams but everyone in the company—they are your internal customers after all.
“Strategy is an informed opinion about how to win”- Mark Pollard, Author. Strategy is your words.
Regardless of how fractured the landscape is or the goals of platforms, your message that you put out to the world defines how it's seen. A cohesive, seamless problem-solving brand experience that is aligned with who you are and your core values will transform overwhelm into opportunity. It lets you control the narrative across all touchpoints, ensuring your brand stays relevant.
The most successful brands are a distinctive voice that resonates beyond the digital experience. A reputation built around the entire experience, which ultimately benefits all internal and external employees/clients. I don’t mean the basics of who we are, what our needs are, etc. These are the fundamentals of the business.
A strategy should cover not only the solution to what the brand stands for, but also embody and appeal to the senses of your customers. You can see, hear, and smell it. How the brand should be held, watched, and spoken to. Ensuring that everything from the CEO's message at a conference and in a networking session to the sales assistant or cleaner.
The strategy is the foundation alongside the business goals upon which a brand is built. They have to be clear, consistent, and customer-focused. They answer their questions about who and what you stand for, separate from the problem you solve and how this is achieved.
“Brand is not what you say it is. It’s what they say it is” – Marty Neumeier. The brand Gap.
In an ever-growing landscape of new start-ups and failing within the first five years, a brand identity doesn’t die overnight. It fades away when strategy is forgotten and ignored. Brands that endure are the ones that protect their identity with intention, consistency and courage.
I have seen firsthand how easy it is for a brand to lose itself in the cycle of campaigns and “shiny new platforms”. I’ve also seen and admired the power of a clear strategy that serves as a shared compass. Ones with a defined position at the forefront and not as an abstract afterthought—It’s a living guide.
The question isn’t whether you have a strategy. The question is—are you positioning, or being positioned? The death of a brand identity is easily avoided by answering three questions:
· What do we stand for beyond the product?
· How do we want to be experienced at every touchpoint?
· Are we positioning ourselves, or letting others position us?
Answer these honestly, and you won’t just avoid the death of a brand identity—you’ll build one that outlives campaigns, platforms, and algorithms. I help brands cut through the noise, define their positioning, and build strategies that endure. Let’s start shaping yours.
