Harvard Refrencing

'The Greatest Business Branding Strategy In The World' Summary


Within an issue of Forbes (DeVries, 2018), branding expert Yali Saar discusses the fundamentals of good branding. Saar reveals the key tips and tricks of how to both start and grow a successful brand.

One common misconception is that when in the process of creating a brand identity - many think that it should firstly represent the aims and ethos etc. of the brand itself. However, the number one key element of a brand is actually its consumers. Therefore, when thinking about what the identity should represent, one should consider the client and the problem that the brand is solving.

Additionally, many people assume that a brand must be unique. Yet a brand should not set out to be different from others on the market, it should aim to be memorable. Saar takes this notion further in numerous ways, for example describing how important colour is when designing an identity due to how easily is can convey strong emotions. Also, the importance of tying up loose ends when it comes to multi-platform media - continuity of a brand is vital.

Finally, throughout the article, Saag stressed how crucial it is to be quick. “You need to try things out and see how they resonate with your clients. So instead of trying to build the best brand on the first go, launch as soon as possible and be sure to collect feedback so you'll know how to adjust as fast as possible.” (DeVries, 2018)





DeVries, H (2018) 'The Greatest Business Branding Strategy In The World', Forbes (August) Available at: https://www.forbes.com/sites/henrydevries/2018/08/10/the-greatest-business-branding-strategy-in-the-world/ (Accessed: 17/10/2019)