How Brands Grow: 5 Key Strategies for Brand Success

Building a successful brand is a challenging and multifaceted task. As the marketplace becomes increasingly saturated with competition, it is crucial for brands to understand how to differentiate themselves and attract and retain customers. In the groundbreaking book “How Brands Grow: What Marketers Don’t Know” by Byron Sharp, the author provides valuable insights into the principles of brand growth and outlines strategies for achieving brand success. In this article, we will discuss five key strategies for brands to grow and thrive in today’s competitive market.

1. Reach more buyers, not just loyal customers

One of the key insights from “How Brands Grow” is the importance of reaching a broad audience of potential buyers, rather than focusing solely on building loyalty among existing customers. Sharp argues that the vast majority of a brand’s sales come from occasional buyers, rather than loyal customers. Therefore, it is essential for brands to prioritize strategies that will attract and retain a large base of customers, rather than focusing exclusively on building loyalty among a small group of repeat buyers.

To reach more buyers, brands must focus on expanding their reach through targeted marketing strategies, engaging with consumers across a variety of channels, and ensuring that their products and services are readily available and easily accessible to a wide audience. By prioritizing reach and accessibility, brands can increase their market share and attract new customers, leading to sustainable growth over time.

2. Build mental and physical availability

In “How Brands Grow,” Sharp emphasizes the importance of building both mental and physical availability for a brand. Mental availability refers to the brand’s presence in consumers’ minds and the likelihood that they will consider purchasing the brand when making a purchase decision. Physical availability, on the other hand, refers to the brand’s availability and accessibility in the marketplace, including its presence in stores, online, and across various distribution channels.

To build mental and physical availability, brands must invest in marketing efforts that increase brand awareness and visibility, engage with consumers through memorable advertising and promotional campaigns, and ensure that their products are widely available and easily accessible to customers. By building both mental and physical availability, brands can increase their visibility and reach a larger audience of potential buyers, leading to increased sales and growth.

3. Focus on distinctive brand assets

Another key strategy for brand growth outlined in “How Brands Grow” is the importance of developing distinctive brand assets that set a brand apart from its competitors. Sharp argues that brands can build a competitive advantage by developing unique and recognizable brand assets, such as logos, slogans, colors, and packaging, that consumers can easily identify and associate with the brand.

By focusing on distinctive brand assets, brands can build brand recognition and loyalty, create a consistent brand experience across different touchpoints, and differentiate themselves in a crowded marketplace. Developing distinctive brand assets can also help brands to build mental availability and increase their chances of being considered by consumers when making a purchase decision.

4. Innovate and adapt to changing market conditions

In today’s fast-paced and ever-changing marketplace, brands must be able to innovate and adapt to changing market conditions in order to stay competitive and drive growth. “How Brands Grow” emphasizes the importance of staying agile and responsive to market trends, consumer preferences, and competitive pressures in order to succeed in the long term.

To innovate and adapt, brands must invest in research and development, stay abreast of industry trends and consumer insights, and continuously iterate and improve their products and services based on feedback and data. By staying ahead of the curve and adapting to changing market conditions, brands can maintain their relevance, attract new customers, and drive growth in a dynamic and competitive marketplace.

5. Foster brand loyalty and advocacy

While “How Brands Grow” highlights the importance of reaching a broad audience of potential buyers, it also acknowledges the value of building brand loyalty and advocacy among existing customers. Sharp argues that loyal customers can drive a significant portion of a brand’s sales and contribute to long-term growth and profitability.

To foster brand loyalty and advocacy, brands must prioritize customer satisfaction, deliver exceptional customer experiences, and build strong relationships with their customers. By engaging with customers, soliciting feedback, and delivering on their promises, brands can build trust and loyalty among their customer base, leading to repeat purchases, positive word-of-mouth referrals, and increased brand advocacy.

In conclusion, building a successful brand requires a combination of strategic thinking, creativity, and a deep understanding of consumer behavior and market dynamics. By implementing the key strategies outlined in “How Brands Grow,” brands can increase their visibility, attract new customers, differentiate themselves from competitors, and drive sustainable growth over time. By focusing on reach, availability, distinctive brand assets, innovation, and brand loyalty, brands can position themselves for success in today’s competitive marketplace and drive long-term growth and profitability.