Soto Group co-founder and creative director Matthew Crouch discusses the finer points of building long-lasting brands
When developing a brand for apples or pears in Australia, it is important to consider the long-term value it can provide to consumers. While creating a flashy logo and catchy slogan may seem like a quick fix, it is important to consider the following key decision points to ensure the brand has value for 20 plus years.
Building a brand is a long-term process that involves establishing a strong and consistent message and identity. This requires careful consideration of a brand’s target audience, values, mission, and messaging.
A strong brand can also help a business or individual navigate challenges and changes in the marketplace. For example, during times of economic uncertainty, a strong brand can provide stability and reassurance to customers, helping to maintain or even increase market share. Similarly, in a rapidly evolving marketplace, a strong brand can provide a foundation that allows a business or individual to pivot and adapt to new challenges and opportunities.
Before developing a brand for apples and pears in Australia, it is important to understand your target audience. Who are they? What are their preferences? What do they value? And who will they become in the future? By understanding your target audience of the future, you can create a brand that resonates with them and builds longterm loyalty.
The apple and pear varietal landscape has exploded over the last ten years. This makes it ever more important to craft a unique brand proposition and a message that sets you apart. This can be based on factors like taste, quality, sustainability, or variety. It can also be based on the heritage story – the people behind the brand, their families or something entirely random. However, you just must pressure test to ensure the story threads you choose won’t tire too quickly and will resonate with the whole family (encompassing tomorrow’s shoppers).
Half the battle when building brand legacy is knowing what you will not do. There is a never-ending list of marketing ideas your brand could adopt. But some are just not the right fit for your brand. For example, a “cheeky, fun TikTok campaign” from a brand otherwise positioned as premium. Premium perception is immensely hard to reclaim should you tarnish it. Consistency is key when it comes to developing a brand that will last for over 20 years. This means creating a consistent visual identity, messaging, and tone of voice across all touchpoints. This will help build recognition and trust with consumers.
Finally, building relationships with consumers and stakeholders is key to developing a brand that will go the distance. This can include things like engaging and nurturing a social media community, rather than just throwing content out into the ether. It can involve collaborating with other brands and organisations and supporting local communities and charities. It’s all about asking, how can I add more value to the brand, not just “more of the same”.
