A long-term sustainable plan for brand development would be indicated by brand strategy. Is it an art or science really? Perhaps it is both and much more. A functional and intentional determined purpose besides the obvious money making intention lies at the root. Consistency with few breaks would certainly convince customers that the company means business. Customer loyalty over decades comes as a result of that dynamic consistency difficult to achieve. Catalogues, style guides and product manuals besides advertising through many media forms need to be cohesive. A single voice is heard across the continent or the world. With so much of diversity and disagreement, that is a concept hard to achieve and sustain.
Consider the emotion factor and how the names of mighty companies immediately evoke feeling when you experience them. Thus, relationships matter not only within a family and company, but also between the manufacturer and customer. A purchase is not the end of it. Emotion and relationships will motivate the family and the company to return for further purchases. Such is the tremendous power of loyalty, almost like a little blood relationship. Belonging and flexibility should be rooted in the company brand from decade to decade, perhaps from generation to generation. A brand consultant puts it all together so elegantly.
We will research brands thoroughly and the competing brands, the demographics too. The long-term aspects are as important as the initial launch. A timeline-based program would be set up and rigidly followed with adjustments where and when needed.