A Strong Brand: The Gift That Keeps On Giving

It’s that time of year, when the world falls in love. Every song you hear seems to be a reminder of just how unprepared you are for that holiday gathering. Holiday hosting is about creating magical memories and an experience your friends and family will cherish. And that means understanding who you’re inviting, how you’ll add to the magic of their season, and what makes your soiree different (read, better) than your mother’s (sorry, Mom).

In that sense, you could say that holiday hosting is a lot like branding. Like the perfect party, a well-developed brand is the gift that keeps on giving long after the season ends. But first, you need to get your house in order.

Well-Developed Brands Have a True North to Follow

The best brands have a clear North Star: an understanding of who they are and where they’re going. That’s what branding is all about, Charlie Brown. By taking the time to soul search and articulate who they are on the inside, these brands have an undeniable guiding principle that keeps them grounded while lighting the way forward.

An e.l.f. for All Shelves

Let’s face it: when it comes to inclusivity and ethical practices, most beauty brands would land on the naughty list. Enter e.l.f. Cosmetics. The Oakland-based company has built its brand around the idea of accessible beauty for all. With a luxury-for-all ethos, they’ve shown a commitment to inclusivity and affordability, proving that high-quality, cruelty-free products don’t have to cost an eye, lip, and face. 

This influences everything that they do: their direct-to-consumer model, Fair Trade and vegan practices, collaborations, social media campaigns, model representation, product offerings, work with LGBTQ+ communities, the list goes on. The result is a consistent brand and fierce loyalty among a diverse audience that values inclusivity and quality.

Dude, You’re Getting a…Dell Digital Jukebox?

In his seminal book (and TED Talk), Simon Sinek argues that people don’t buy what you do, they buy why you do it. Apple and Dell are two contrasting examples.

From the beginning, Apple positioned itself as the brand for creatives and innovators. Through elegant design and user-friendly technology, their North Star is not building things but designing the future. You know, Think Different. So when they moved into digital music, consumers not only didn’t bat an eye, they lined up to buy an iPod. And then an iPhone. And then an iPad. And then an Apple Watch. And again and again and again. 

On the other hand, Dell (disrupters in their own right) shook up the PC market with made-to-order computers sold directly to consumers. It was undoubtedly novel for the time and made Dell a household name and a major tech player. But when they made the leap to digital music, people looked the other way. 

Dell was focused on their “what”—making affordable, reliable computers. That’s not inherently bad, it’s just limiting. It did not encourage loyalty, evoke an emotional connection, or inspire their customers to dream aspirationally. 

A strong North Star gives brands the clarity to make bold moves and the credibility to expand into new spaces. It allows for pivots and evolutions without losing the core.

They Can Weather Storms

Behind every brand is, you guessed it, human beings. Human beings that, through mishap or malintent, make mistakes from time to time. Even the smartest people and the strongest brands hit turbulence. But those with the right gear can weather the storm and even come out strong.

The World Keeps Buying Coke

Readers of a certain age will remember the New Coke debacle. The release of the updated formula in 1985 bubbled up into quite the outrage with consumers clamoring for the return of Coca-Cola Classic. Just a couple months later, consumers got their wish as the company backtracked. Consumers were so loyal to the brand, they didn’t jump ship but expressed their demands. Importantly, the company listened. 

Fast forward four decades, Coke is strong as ever and still making missteps. A brand that’s almost synonymous with Christmas advertising, they generated more outcry this very season with their generative AI-produced holiday ad. With creepy people, glitchy squirrels, oddly-proportioned delivery trucks, and awkward pacing, the ad raised eyebrows with the advertising and business worlds, daytime talk shows, and consumers alike for being at odds with their promise of “The Real Thing.”

Despite the missteps—or rather, because of its well-developed brand—Coke the company continues to be just fine. The same for Coke the drink, as they continue to dominate market share (and perhaps laugh at Pepsi falling behind Dr. Pepper). Don’t call it a comeback.

They Don’t Fall Prey to Trends

It can be tempting in our viral age to chase trends and score quick wins. The strongest brands avoid this trap, making strategic moves that align with their values and resonate with their audiences.

Do You See What I See?

First, Warby Parker disrupted the eyewear industry. Beautiful frames, a seamless online experience, free home try-ons, affordable lenses. Who would want to go to a dusty old strip mall? As they matured, they once again bucked trends by opening brick-and-mortar stores. Each location is a thoughtfully executed physical representation of their identity—an experience integrating brand design with interior design. And as if that wasn’t enough, they deepened their relationship with customers, addressing more of their needs by offering vision care. All while staying true to their brand’s ethos. 

In a world that often feels like it’s spinning faster every year, the best brands stay steady, rooted in purpose and strategy. They inspire loyalty, adapt with integrity, and leave an impact that outlasts fleeting fads.

They Stake Their Claim and Know Their Audience 

A well-developed brand is more than a logo. It’s about staking a claim in the marketplace and deeply understanding your audience. It takes an idea and positions it strategically in the market. 

Mirror, Mirror on the Wall, Who’s the Fairest News of All?

Sometimes branding is about finding a gap in the marketplace that you can own. Other times, brands will come into existence because of an existing gap. Enter Mirror Indy. In a time of corporate news and local media consolidation, Mirror was launched specifically to address the lack of local voices in the Indianapolis journalism landscape. 

Positioned as a community newsroom, Mirror reflects the values and voices of its audience. They tell the real stories of their communities. In doing so, they’ve created trust and credibility (in an industry that’s often short of both) in a short period of time, proving that listening is as much a part of branding as speaking. 

When brands truly understand their audience and connect with them authentically, they create lasting impact and loyalty.

They Build Scalable Systems 

A strong brand isn’t just built to last—it’s built to grow. But Rome wasn’t built in a day. Scalable systems allow businesses to maintain consistency and cohesion as they expand, ensuring that every new initiative feels as authentic as the first.

Plant a Seed and Watch It Grow

Indiana’s entrepreneurial ecosystem needed a partner that could grow alongside its innovators. And that partner, Elevate Ventures, needed a brand that could scale as that ecosystem grew. By leveraging branded templates like fact sheets, they ensure that every communication—whether to a founder or an investor—delivers the same clarity, credibility, and impact. 

Scalable systems don’t just support growth—they amplify it. Teams feel empowered and the brand is able to keep pace with new opportunities.

Let’s Tie a Bow On This

A well-developed brand is more than visuals—it’s a foundation for action, resilience, and longevity. The payoff is undeniable: a guiding strategy, an ability to weather storms, the trust and loyalty of customers. A brand that not only survives but thrives. Like a home filled with the warmth of the holidays, a strong brand invites people in and makes them want to stay.