The task of creating a new brand from scratch can be both exhilarating and terrifying.

The task of creating a new brand from scratch can be both exhilarating and terrifying.

Traditionally, many clients and agencies have approached the creation of a new brand from a purely creative angle; the shape of the logo, the colours, the photography, the fonts and so on. While this is still a part of the brand creation, it is not the right way to think about kick-starting what could potentially be a successful and engaging experience that creates excitement, generates constant demand and instils loyalty in customers.

The secret to ensuring your brand’s sustainability and success is one word: Data.

The more questions you ask at the beginning, the more solid your steps will be in your brand creation journey. What is this new brand about? What is its personality like? Why is it so special? Who is it talking to today and in the future? Is the brand differentiated enough in the current and future landscape? Is your brand taking advantage of emerging global trends or is it playing in the status quo field?

Some questions will be eye opening, some will require further investigation, and some will be rather uncomfortable.

Once you have answered these questions, the next step will be “Creative data dissection”. Using data to tell magnificent stories that inspire, engage and evolve with changing market dynamics.

Data cannot be viewed as an asset anymore, collecting digital dust in a folder tucked away somewhere on your desktop. Data should be used as a tool to gain intelligent market and consumer related insights that drive the subsequent creative development.

And just like that, the magic starts to happen and the final “Architectural Masterpiece” starts taking shape by way of logos, colours, photography, space design, communication channels and content creation, all built on a strong foundation that will stand the test of time and engage with customers in the most unexpected and delightful way.

This is the age of the “Entitled Customer”, and if you think about your brand in terms of colours and pictures and not customer data— using existing and predictive technologies—then you are building a brand that will tumble with the first breeze.

Source: Forbes Middle East