A brand is strong when it condenses the peak performances of a company and makes them tangible over a long period of time, and credibly presents its uniqueness at all brand touchpoints. For instance, BMW conveys "Joy (of Driving)" in every interaction – whether in the car itself, on the web site, or in the company's own BMW museum.
Strong brands have clear brand core values, an unequivocal positioning, and a long-term brand strategy. Consistent brand management with the help of brand rules ensures that the brand strategy is consistently applied in operative business. This helps to prevent a brand from overstepping its credibility limits.
A brand strategy always has a content component and a style component that both have to be implemented so that the brand can always be clearly recognized by its brand messages and its brand style. In short: Strong brands give consumers a clear image of the brand and what it stands for.
Strong brands are therefore desirable and highly attractive. This has diverse positive effects on corporate success:
- The customer's price sensitivity is substantially lower, so the brand strength is reflected in profitability and profit margin.
- They attract the right employees and ensure that the company has an excellent position in the crucial fight for the best talent.
- They are beacons for all relevant decisions. In ever more complex market environments, they provide logical orientation.
A strong brand always has an impact internally as well as externally. It is not only the foundation for success in marketing and communication – rather, it is often a powerful and enthusiastic leadership and management instrument, which provides a clear action framework with defined brand limits, both internally and externally.
Thus, a strong brand is always a support pillar for the company's business success.