Brand scalability is not always measured on an industry level, but sometimes on a customer experience level. Brands may want to grow in their experience to customers, but so many of them aren’t focused on creating a blue ocean or replacing ideas with innovation inside existing markets. When scaling a brand’s experience, foundational values and innovation are the keystone to manageable growth and attention.
To scale a brand experience, the question must be asked, “Why does the brand do what they do?” rather than, “What does the brand do?”
Understanding why a brand behaves within any step of growth is important for long-term customer retention. A brand can test scalability by collecting performance data or implementing a mock growth test, but in the end these strategies and implementations will always circulate back to why a brand is built and what purpose it really serves in the market.
Foundational values have everything to do with sustaining rapid growth, and how a brand scales efficiently when deployed into a larger audience. How a brand does anything is how a brand does everything. These core foundations position a brand’s experience to manage rapid attention and awareness in the short term while enabling innovation for the long term. Brand character, desire, story and purpose create a starting point for strategies that can help a scaling brand.
One hit wonder brands don’t understand the why of what they do, but don’t take my word for it… listen to Simon Sinek‘s TED talk:
Image Credits: ClubIndustry.com