Great brands are built over time through a combination of factors, including consistent quality, emotional connection, and strategic marketing. So why do certain brands command premium prices and maintain strong customer loyalty?

Brands like Apple (despite their unbelievable bailout to engineer design obsolescence into everything they make!), Paul Smith (personally I won’t wear anything else, but at the end of the day other shirts are available on the high street) and Porsche (who unlike Tesla don’t seem to discount the bejesus out of their supercar range in the way Tesla appear to be doing right now), have all built strong brand equity over decades, as a result of positive associations, perceived quality, and customer loyalty.

These brands have created emotional connections with their customers, often through storytelling and aligning with customer values and, as a result, customers perceive these brands as offering superior quality, design, or status, which justifies the premium price.

In short, successful brands maintain consistent messaging and quality across all touchpoints, reinforcing their brand identity. Apple are known for innovation, which keeps customers excited about new products. Luxury brands like Porsche create a sense of exclusivity, which adds to their appeal. And while it’s possible for brands to achieve rapid success, truly great brands typically develop over time.

We now have AI, which presents us with a phenomenal opportunity to get ahead of the game. AI can be divisive: to some it’s the harbinger of doom. To others it’s the round wheel, or maybe AI is just another tool that we can use to create a competitive advantage. In the case of building and maintaining a brand, communication is everything, and surely the use of AI in the correct fashion can only heighten this experience.

We all moan about how hard it is to actually speak to a human and that technology has ruined that chance, or has it? From personal experience two quite different financial companies provide great user experience.

Amex and Metro Bank seem to have got the idea that AI is an enabler, not the end goal. With Amex, their chat bot very quickly switches to real people as soon as the AI detects a need. Similarly Metro Bank gets you a real person when you move past a purely technical solution.

Where AI goes really wrong is when it’s used instead of a human. We’re told our call is important to you and then get nowhere: such behaviour greatly lessens a brand’s appeal.

So, with AI in mind, how do we build a successful brand?

1. Long-term strategy 
   Building a great brand requires a long-term strategy focused on consistent quality, customer experience, and brand messaging.
   
   

2. Authenticity
   Great brands maintain authenticity in their communication and actions, building trust with their audience.
   
   

3. Adaptability 
   Successful brands evolve with changing market trends and consumer needs while staying true to their core values.
   
   

4. Customer-centric approach 
   Focusing on meeting and exceeding customer expectations helps build brand loyalty.
    
5. Social responsibility 
   Brands that demonstrate social responsibility often gain respect and loyalty from consumers.

The difference we believe between a great brand and a fad often lies in:

1. Longevity: Great brands stand the test of time, while fads are short-lived
2. Emotional connection: Truly great brands create deep emotional connections with their customers
3. Consistency: Great brands maintain consistent quality and messaging over time
4. Innovation: Successful brands continually innovate while staying true to their core identity
5. Adaptability: Great brands evolve with changing market conditions without losing their essence

In the fashion industry, brands like Chanel and Gucci have maintained their status through consistent quality, innovation, and strong brand identities. Others, like Abercrombie & Fitch, have struggled to maintain relevance due to changing consumer preferences and failure to adapt.

While tactical campaigns are often necessary to drive short-term sales, building a strong brand requires long-term investment in brand-building activities. This includes creating a clear brand identity, maintaining consistency across all touch points, and focusing on customer experience and emotional connections.

In summary, truly great brands are built through a combination of consistent quality, emotional connection, adaptability, and long-term strategic planning. While quick success is possible, lasting brand greatness typically requires time, effort, and a commitment to maintaining brand values and customer relationships.

Remember, if a call is important to you, answer it!