Be True to your Purpose
Without purpose, a brand does not have life. This goes for personal brands, as well as corporate brands. A purpose is not simply a mission statement, crafted by copywriters. A purpose is the core of why you are here, of why you are producing, and why you are in business. Being true to your purpose as a personal brand, or business brand, means that you do not stray from the core ideals that define your brand's reasons for existing. If you exist to provide a particular level of service or care to a particular niché, why would you lower that level after having set the standard? If your purpose is simple, and you simply provide a few basic things to the world, why would you try to do something outside of your nature? This does not mean non-innovation, this does not mean you cannot change your purpose, or change your goals. But if you know your brand's purpose, stay true to that, through all stages of development. That is how truly great brands change the world.
A great brand is recognizable. You, a viewer, may have never read an author's books, or never tasted a company's coffee, or never driven a particular brand of vehicle. But you know their logos, you know their look and feel. You can recognize Starbucks, Apple, Toyota, Amazon, from many feet away - without ever having purchased on Amazon, used an Apple, driven a Toyota, or drank a single Latte.
Therefore, your brand must achieve recognizability in order to establish itself in the public consciousness. Your logo and appearance should be dynamic enough to withstand the test of time.
If purpose is at the core of every brand, culture is the heart of every great brand. Without culture, there is no community, there is no brand. Some brands have very narrowly, or limitedly, defined cultures. A brand with a culture that is broad can appeal to many demographics. The Beatles are a brand that have withstood the test of time, because their culture is so unique, diverse, and eclectic. Similarly, Starbucks has achieved a very particular culture, that gravitates people to its stores. Nonetheless, people outside of the scope of that culture will frequent their locations and drink their coffee.
The "Culture" of a brand cannot be forced, or contrived. When you produce the look and feel of your brand, with recognizability, with a shared purpose, the culture evolves naturally. Building your culture means constantly sharing, and constantly getting people excited about your brand. Historically, purpose is one of the strongest ways to spread a culture. But all of the points mentioned here are the basis of building a brand's culture, and therefore its ability to scale in the public consciousness.
Consistency with Spontaneity
Very simply, for your brand to be recognizable, share its purpose, and create a culture that will sustain its existence, it must have a unique alchemy of consistency and spontaneity. Your brand must achieve consistency, in that people know precisely what to expect when they get something from you. If someone comes to you, for your books, or music, they know not only the level of quality to expect, but also the taste. Similarly, if you own a thai restaurant, they're not going to expect cheese burgers, unless it has your own unique touch. With spontaneity, the greatest brands have achieved the ability to introduce new and exciting elements into what they offer their public, in completely unexpected ways. The greatest brands are not afraid to create new things, to break rules. So, if you own a Thai restaurant, people would never come to you for a Cheese Burger, but they might come to you for your own Thai Twist on the Panang Peanut Curry Salmon Burger with Avocado and Lime. I imagine, as a fan of Thai food, I would be quite excited to find that on the menu at my local Esan Thai.
Accessibility & Connectivity
We recognize your brand, whether you're an author, a startup, a band, or a non-profit. We know your purpose, it's very clear. We are in tune with your culture. We know what to expect, and that there might be exciting surprises every once in a while. Is your brand accessible, and connected? Do I have to drive 50 miles to hear you play, to taste your food, to go to your book signing? The internet solves many of these common problems for some brands. An author, musician, or even a restaurant, may easily export their brand with social media and eCommerce. Ironically, some of the most remote brands, where we might get food, can be the most appealing. But this isn't the only definition of accessibility and connectivity. Is your brand Accessible, in the sense that, do people get your brand? As a prospect follower of your brands culture and purpose, with no past experience of your brand, can I easily access what your brand has to offer? Furthermore, your brand has no culture, or existence whatsoever, if its not connected. You must be integrated in whatever ways possible so that people can connect with you - otherwise how can they eat your food, hear your music, read your books, or donate to your cause? Make sure that you have an outstanding website, and social media presence, whereby people can connect with your brand.