Are growth and brand flexibility becoming more important than rigid brand guidelines?
Recent research suggests we may need to rethink our approach to branding. Here’s what the data tells us:
1. Flexible branding drives growth
We just found an article from Monomyth that says your brand strategy needs to be somewhere in the middle – if your branding is too flexible, you erode your customer confidence and hurt your business but on the other hand you should make carefully considered modifications to your brand when the time is right or you’ll get left behind. Think Blockbuster.
2. Multi-channel strategies require brand flexibility
According to a Gartner report, companies using at least 4 digital channels outperform single or dual-channel competitors by 300%. And design trends show successful brands are now creating distinct visual languages for different platforms:
-
- Instagram: Bold, vibrant imagery with interactive elements
- LinkedIn: More refined, professional aesthetics with data visualization
- Events: Experiential, immersive brand experiences (e.g., projection mapping, AR)
3. Personal branding complements corporate strategy
According to a 2023 LinkedIn The Future of Work Newsletter article, posts shared by employees have 561% more reach than the same posts shared by a company. Executives with strong personal brands can amplify their company’s reach by at least 5x on social media.
4. Emotional connection drives brand loyalty
PR Newswire shared Motista’s research that customers who feel emotionally connected to a brand have a 306% higher lifetime value. Now, this is from a retail study, but the same concept applies. Personalizing your brand across multiple channels can make a significant impact.
5. A/B testing proves brand flexibility works
Our own client data shows that A/B testing different brand elements can lead to:
-
- Higher email open rates
- Increase in social media engagement
- Boost in website conversion rates
The takeaway? While core brand elements remain crucial, the most successful companies are embracing flexibility to drive growth and deepen customer connections. So branding is not dead!
Brand assessments can identify areas to deepen your brand awareness and community. Let’s talk about it!
In the meantime, here are some other resources.
Branding Tips for CPAs
- Christine Nelson, Personal Branding Marketing for Accounting Firms
- Robert Wasiluk, 3 Tips for Magnetic Tradeshow Booth Design