Entrepreneurs

Eight Entrepreneur-Recommended Methods For Creating A Timeless Brand

Long-term brand recognition and customer loyalty are common goals of almost every business. To create this kind of longevity, business owners will need to create brands that people like, remember and trust.

As successful business leaders themselves, the members of Young Entrepreneur Council understand what it takes to build a company that withstands the test of time. Below, they shared eight key steps you can take to cultivate a truly timeless brand. 

1. Rely On Innovation

The key to creating a timeless brand is ultimately innovation. As the world changes more rapidly, it’s important to stay ahead of the curve and continually invest in and try new ideas. By doing this, you’re simply more likely to stay relevant and even grow your potential offering and total addressable market. Over time, this level of consistency in innovation will lead to greater brand recognition as a company that moves with the future. Most importantly, without reinvesting in innovation, it becomes easy to get left behind at an increasingly rapid rate. Alongside innovation, strategically building a business model with the flexibility to rapidly adapt is more likely to survive a seismic shift in your industry. They do happen and that’s when innovation really shines and outperforms. – Fehzan Ali, Adscend Media LLC

2. Define Your Brand Story

The story behind a timeless brand is its backbone. Your brand will be practically useless if you establish it without first defining your brand story. After all, a brand is more than just your logo and website design. Rather, it should elicit an emotional response from your customers, convey your company’s values and describe your company’s mission. Consider your company’s past, present and future to define your brand story. For example, our company began with me looking for a solution, failing to find one and then inventing my own. We assist other businesses in taking control and making it appear good for their customers now and in the future. Consider your company’s genuine mission and transform it into a tale that resonates with your target audience. – Baruch Labunski, Rank Secure

3. Be Consistent And Impress Your Customers

Branding is about trust. If a customer has used your business before and had a good experience, they’ll come back. But if you don’t stay consistent, that trust is lost. Making sure customers know what to expect but being consistent will build the loyalty that helps businesses last. To be a brand that matters to customers, you also need to deliver a “wow” experience. When you’re paying for parking, you don’t really care about the brand you’re using. There’s nothing special about that experience. But if you get great service at a high-end restaurant, you’ll remember that experience and actively seek to use that company again. – Cody Candee, Bounce

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4. Be Authentic To Your Values

Staying true to your brand’s core values will position your company in a timeless manner because of its unwavering commitment and consistency. Being congruent also shows a brand’s long-term authenticity. A contradiction in core values can lead to public confusion and the demise of a company. – Kristin Kimberly Marquet, Marquet Media, LLC

5. Understand Your Audience’s Needs

Creating a timeless brand is about growing with your audience’s needs and interests over time. These aspects are likely to evolve, so if your business can keep up with what customers want, it’s more likely to succeed in the long run. You can collect customer feedback regularly to ensure you continue understanding your audience and are giving them exactly what they need so they remain loyal customers. – Stephanie Wells, Formidable Forms

6. Make Your Brand Easily Recognizable

If your logo design or company name are super convoluted or experimental, you probably won’t gain a lot of traction. You need to develop a brand image that sticks. Often, that doesn’t require you to step too far out of the box. Timeless brands tend to be simple in their designs and brand marks. Think about Walmart, Kmart, Amazon and other leading brands. All of them are based on simple brand designs and aren’t too complicated to pronounce or read. – Tyler Gallagher, Regal Assets

7. Continue Re-Evaluating Your Business

The key to achieving longevity is to be consistently evaluating and re-evaluating your business. Your core values and the “why” of your business should remain constant, but you need to stay in touch with what is working well and what’s not so that you can quickly let go of what’s not working and invest in what is. Most people understand that analytics and split testing are vital when your business is starting out, but many fail to see that this kind of evaluation should continue for the life of the business. If you do this, you will be less likely to go too far down a road that isn’t working for your business. – Reuben Yonatan, GetVoIP

8. Deliver On The Value Your Business Promises

Great brands are associated with high-quality products and services. It doesn’t matter how much marketing or branding you do—if your business fails at delivering value, your audience will forget about you. You need to highlight excellent customer service and great products together with consistent colors, logos and other branding elements. In time, people will immediately associate your brand with the quality of your work. And that’s where you begin to develop a timeless feeling around your business. – Syed Balkhi, WPBeginner

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