What Brand Is In 2024 to 2025

What Makes A Brand Hasn’t Changed Too, However, It Is Now A Long Term Choice & Likely A Brave Economic Decision

I was recently asked in a recent one more question podcast episode what makes a brand in 2024,

“The most important thing is actually understanding whether you can be a brand and stand out and stand the test of time or whether you can't.

So whether that's from an economic perspective, whether that's from a people and resource perspective, or that's something you feel like you can be aggressive enough to win for a long time, and most companies don't want to over invest early on, which completely understand from a financial perspective, but if you want to be a long term influential brand in people's lives, you have to work out whether you can actually physically do it and have the people brought into it to do that.

And if your products don't stand out, your brand can only push you so far”.

In many markets having a brand and creating the brand within your space (by actively deciding you are going to go over and above on customer experience, customer support, customer packaging, for example some ideas suggested in the pod were you might send out your product quicker than you said, include a handwritten note etc) many can compete on price and create middle-of-the-road packaging but do not actively make the long term decision to invest in the small extra’s that can create a wow moment or an experience the customer can remember and associate themselves with.

For the rest of this year and all of next year, it is going to be the year where brands find out where they are placed with customers, if they decide to blend into the crowd rather than actively deciding to stand out and go that little extra mile that will build one step to longer-term brand love.

Remember, if you don’t have existing cultural relevance, a status attached to your brand or product, an experience you created or nostalgia attached to you, you are going to have a really hard fight for your customers to remember your brand and your product name leading to higher re-acquisition costs.

If you actively decide not to fight for a little extra in your product or in your packaging as a Marketing, Product or Growth lead you will be in a Performance Marketing battle with almost every other direct and adjacent competitor in your space.

Being a or the brand is an active choice and always will be.

Listen to the full episode below