The Resonant Brand Challenge

Resonant brands are the sum total and synergy of all  tangibles and intangibles that contribute  to build and propel the business and to promote the brand , so that done  right, they can beome super brands, holistic brands that align  their actions to their values.

Resonant Brands Lead

Brands that lead, outside of functional monopolies, are those which are resonant. They ring true and are indispensable to the view that customers hold of themselves  and the lives they  are serve and are a part of, and exemplify holistic brands.  They become a perceptual and positioning monopoly in the minds of those who use them, who will espouse them and advocate them. They are used and spoken of with confidence and become stronger for that. The secret is to ensure that what happens behind the facade of the brand aligns with the brand’s stated values and that operational snafus do not pollute or otherwise damage the brand image. This is why it is so important to treat staff as the business’s first line customers and to value their contributions and feedback, indeed to seek it out and validate it.  Businesses need to regard how they they do business and the value chain for delivering their offering, as just as important as how it is presented and promoted in order to become super  brands. Only  holistic, resonant brand has the best chance of becoming a super brand.

Successful companies understand the desirability of  having resonant brands in order to claim and retain market share. Resonant brands are those that suggest a story that agrees and aligns with a perception that the target audience has and likes to perpetuate.
Businesses value their brands highly because their position and power in the market is inextricably linked to their brand, and they understand that for their customers, the brands themselves command deep and complex psychological and emotional attachments. Attachments that are near impossible to replicate or duplicate, making a resonant brand priceless.

However, it sometimes takes very little to break the loyalty to your brand – the brand’s exposure in every customer interaction forms part of the customer’s overall experience. Brand promises are often made seemingly in  a vacuum that the business processes do not bridge. The ways that the business works and  the offerings delivered has a large impact on the customer and the business’s relationship  with them that should not be overlooked.

How to be a truly resonant brand that is memeorable, remarkable, recallable and relevant

Organisational Change should be Brand Aligned

Change programmes can improve operations and functional processes but can overlook the impact of internal operational processes, their structure and sequence, on the customer experience. They notoriously take a system view of the challenges and can end up with siloed and fragmented operating models that may not translate to a seamless customer experience. This is an immediate threat to the ability to be a resonant brand. The holistic brand approach to  change management and transition ensures that the link between the internal processes and the outward promises  does not fail.

Customers and clients are completely agnostic of functions and architecture that make their consumption choices and patterns possible, and crave simple, straightforward and responsive interaction in all situations. Businesses therefore need to take a customer view to problem solving and change implementation, driven by brand and CX principles.

This is why we believe that transformation must be undertaken with the protection, enhancement and promotion of the brand at the forefront of all change considerations.

Procedures to address all permutations of potential and catastrophic risk scenarios must exist for all key operations, with the right mix of actions, communications and PR for adverse or catastrophic events planned, implemented and rehearsed, ready to be deployed to palliate the impact of any such events, no matter how unlikely, if the goal is to be a resonant brand.

The Main Characteristics of Resonant Brands

The brand resonance challenge is to synergise the brand purpose and promise to the business process by linking and mapping components of one to the other throughout all key aspects of the business. Processes and operating models not born of brand values, produce silos and experiential vacuums for your biggest asset, your customer. Customers must be the ultimate focus of all transformation, whether the transformation trigger is regulatory, operational or otherwise. There are many common examples of events that erode brand loyalty and power. Omissions, actions or lack thereof, from front line staff, due to inadequate training, knowledge or cultural issues, failure of a support function or lack of information, or even the lack of an adequately scoped and enriched risk management and so on.

The key,  therefore to creating resonance is to ensure that the following factors exist and are are built into the business to brand alignment. These factors will be discussed in detail in another blog.

  1. Relevant
  2. Resilient
  3. Robust
  4. Remarkable
  5. Reliable
  6. Relatable
  7. Purpose Driven
  8. Authentic
  9. Recallable


The variables are numerous and critical to your brand’s performance in the market place and on maintaining your grip on your competitive prowess.

Iconify exist to close this gap – to help your company positively and directly link critical activities that are potentially hazardous to brand performance as part of transformation projects to provide an extra level of assurance that safeguards brand integrity and resonance.

Resonant brands all share these attributes and leaders must do their utmost to protect them.

Chinenye Ikwuemesi

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