If you're brand building, it is essential to consider two significant components: brand tangibles and brand intangibles. While both play a vital role in creating a successful brand, brand tangibles refer to physical aspects. On the other hand, brand intangibles are more emotional and psychological in nature.
Brand tangibles include packaging design, colour schemes, logos, and other visual elements that help establish a distinctive brand identity. Brands that stand out and resonate with their target audiences put a lot of thought and effort into executing tangibles.
The success of brand tangibles lies in their ability to differentiate a brand from its competition and establish a strong emotional connection with customers. By investing in captivating design, high-quality packaging, and other assets, brands can create a lasting impression that sets them apart.
Brand intangibles encompass customer service, reputation, emotional connection and brand loyalty - all of which can be difficult to measure or quantify. However, they are crucial to overall success. Customers expect more intimate and richer experiences.
The success of brand intangibles lies in developing a distinctive brand language, a unique tone and voice that your customers recognise and resonate with, investing in memorable customer experiences that customers share and talk about and prioritising talent, speed, and innovation to position your brand at the forefront.
Ultimately, a successful brand strategy must encompass both brand tangibles and intangibles to cultivate impactful marketing. By recognising physical and emotional dynamics, brands can develop a more comprehensive strategy that resonates with customers and contributes to growth.
A successful brand relationship forms when both outstanding product and service coexist.