{"id":12588,"date":"2015-04-14T23:40:27","date_gmt":"2015-04-15T03:40:27","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=12588"},"modified":"2020-03-30T18:39:23","modified_gmt":"2020-03-30T22:39:23","slug":"5-ways-to-create-a-timeless-brand","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand","title":{"rendered":"Five ways to create a timeless brand"},"content":{"rendered":"

If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola has spent decades building its brand with precise imagery, a consistent logo, and steadfast messaging.<\/p>\n

While Coca-Cola is the quintessential timeless brand, many entrepreneurs have a tough time replicating its success because they\u2019re drawn to the latest fads. Unfortunately, that\u2019s not the key ingredient for enduring the test of time.<\/p>\n

Why Create A Timeless Brand<\/h2>\n

Styles change, but your company\u2019s name and logo should not. You need to get it right from the beginning so you won\u2019t confuse your target audience. It\u2019s imperative that you create a brand that reflects your company\u2019s values and is based on a shared passion with your target audience.<\/p>\n

The brand that stays top of mind with consumers is the one that was built with \u201csoul,\u201d is driven by passion, and is marketed truthfully and consistently. A brand like Coca-Cola is truly timeless. Despite shifting marketing and advertising efforts, the brand is always surrounded by its unmistakable logotype and color scheme.<\/p>\n

So how do you build a timeless brand? Here are five tips to get started:<\/p>\n

    \n
  1. Buck the trends<\/strong>.<\/strong> If it\u2019s in the moment, it\u2019s unlikely to be in the future. Trends don\u2019t hold up over time. People want something that stands out. A trend is cool for a very short time, then it quickly turns into an annoyance. The more honest and creative you are when crafting your brand identity, the more likely it is that you\u2019ll create something timeless.<\/li>\n<\/ol>\n
      \n
    1. Find a unique angle. <\/strong>If you try too hard to be like everyone else, you won\u2019t be able to define your own unique brand identity. Look beyond your competitors, and dive deep into your own beliefs. Nail down what you\u2019re about as a company, basing it on your core values, then determine how you want to communicate that to your target audience. Once you decide exactly what message you want to get across to your audience, you can create a truly unique visual and verbal brand language that\u2019s lasting.<\/li>\n<\/ol>\n
        \n
      1. Define your brand. <\/strong>A timeless brand has a shared passion with its audience. For example, Patagonia makes clothing for people who love climbing, skiing, and other outdoor sports that don\u2019t require a motor. The brand caters to anyone who likes to connect with nature\u2014hence it was able to expand from climbing gear to items for all other outdoor activities without losing its focus. This shared passion is directly reflected in the company\u2019s sales because saving Mother Nature equals saving its audience\u2019s playground.<\/li>\n<\/ol>\n
          \n
        1. Be consistent.<\/strong> Your company name and logo are the first things that people will think about when your brand comes to mind, so keep them consistent. Make sure your logo is distinct, easy to adapt across different media types, and reflective of what your product or service actually delivers. (Hint: As you can learn from Zappos, it\u2019s happiness, not shoes.)<\/li>\n<\/ol>\n
            \n
          1. Avoid being too descriptive.<\/strong> When launching your brand, stay away from a name or logo design that\u2019s too descriptive to avoid costly rebranding as your core focus shifts in the future. The uncertainty surrounding a rebranding effort could cost you time, money, and even loyal customers. At the very least, you\u2019ll confuse them\u2014as we recently saw with Airbnb\u2019s rebrand PR nightmare.<\/li>\n<\/ol>\n

            When you solidify your brand from the start, you can focus on stabilizing it and investing in it. A brand that\u2019s in unison with its identity remains relevant over time, and every party involved knows why the brand looks, walks, and talks a certain way. Base your brand on your unique offering, and connect with your audience meaningfully\u2014you\u2019ll be well on your way to developing a timeless brand.<\/p>\n

            Photo credit: Lauren Kallen<\/p>\n","protected":false},"excerpt":{"rendered":"

            If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola has spent decades building its brand with precise imagery, a consistent logo, and steadfast messaging. While Coca-Cola is the quintessential timeless brand, many entrepreneurs have a tough time replicating its success because […]<\/p>\n","protected":false},"author":1479,"featured_media":12591,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-12588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\n5 Ways to Create a Timeless Brand | Ideas by We<\/title>\n<meta name=\"description\" content=\"If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola \u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Five ways to create a timeless brand\" \/>\n<meta property=\"og:description\" content=\"If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola \u2026\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand\" \/>\n<meta property=\"og:site_name\" content=\"Ideas\" \/>\n<meta property=\"article:published_time\" content=\"2015-04-15T03:40:27+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-30T22:39:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071\" \/>\n\t<meta property=\"og:image:width\" content=\"3107\" \/>\n\t<meta property=\"og:image:height\" content=\"2071\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"Five ways to create a timeless brand\",\"datePublished\":\"2015-04-15T03:40:27+00:00\",\"dateModified\":\"2020-03-30T22:39:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand\"},\"wordCount\":656,\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071\",\"articleSection\":[\"Professional Development\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand\",\"url\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand\",\"name\":\"5 Ways to Create a Timeless Brand | Ideas by We\",\"isPartOf\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071\",\"datePublished\":\"2015-04-15T03:40:27+00:00\",\"dateModified\":\"2020-03-30T22:39:23+00:00\",\"description\":\"If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola \u2026\",\"breadcrumb\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071\",\"width\":3107,\"height\":2071},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Professional Development\",\"item\":\"\/ideas\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Five ways to create a timeless brand\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#website\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"name\":\"Ideas\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.wework.com\/ideas\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#organization\",\"name\":\"WeWork\",\"url\":\"https:\/\/www.wework.com\/ideas\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"contentUrl\":\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55\",\"width\":55,\"height\":55,\"caption\":\"WeWork\"},\"image\":{\"@id\":\"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"\",\"url\":\"https:\/\/www.wework.com\/ideas\/author\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"5 Ways to Create a Timeless Brand | Ideas by We","description":"If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola \u2026","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand","og_locale":"en_US","og_type":"article","og_title":"Five ways to create a timeless brand","og_description":"If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola \u2026","og_url":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand","og_site_name":"Ideas","article_published_time":"2015-04-15T03:40:27+00:00","article_modified_time":"2020-03-30T22:39:23+00:00","og_image":[{"width":3107,"height":2071,"url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#article","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand"},"author":{"name":"","@id":""},"headline":"Five ways to create a timeless brand","datePublished":"2015-04-15T03:40:27+00:00","dateModified":"2020-03-30T22:39:23+00:00","mainEntityOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand"},"wordCount":656,"publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071","articleSection":["Professional Development"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand","url":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand","name":"5 Ways to Create a Timeless Brand | Ideas by We","isPartOf":{"@id":"https:\/\/www.wework.com\/ideas\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage"},"thumbnailUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071","datePublished":"2015-04-15T03:40:27+00:00","dateModified":"2020-03-30T22:39:23+00:00","description":"If I say \u201cCoca-Cola,\u201d you probably see the cursive typeface, red and white colors, curved bottles, and polar bears, right? That\u2019s because Coca-Cola \u2026","breadcrumb":{"@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#primaryimage","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071","width":3107,"height":2071},{"@type":"BreadcrumbList","@id":"https:\/\/www.wework.com\/ideas\/professional-development\/5-ways-to-create-a-timeless-brand#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"\/ideas"},{"@type":"ListItem","position":2,"name":"Professional Development","item":"\/ideas"},{"@type":"ListItem","position":3,"name":"Five ways to create a timeless brand"}]},{"@type":"WebSite","@id":"https:\/\/www.wework.com\/ideas\/#website","url":"https:\/\/www.wework.com\/ideas\/","name":"Ideas","description":"","publisher":{"@id":"https:\/\/www.wework.com\/ideas\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.wework.com\/ideas\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.wework.com\/ideas\/#organization","name":"WeWork","url":"https:\/\/www.wework.com\/ideas\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/","url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","contentUrl":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/04\/welogo_black_55x55.jpg?fit=55%2C55","width":55,"height":55,"caption":"WeWork"},"image":{"@id":"https:\/\/www.wework.com\/ideas\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"","url":"https:\/\/www.wework.com\/ideas\/author"}]}},"jetpack_featured_media_url":"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2015\/04\/Coca-Cola-2.jpg?fit=3107%2C2071","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/12588","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/users\/1479"}],"replies":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/comments?post=12588"}],"version-history":[{"count":2,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/12588\/revisions"}],"predecessor-version":[{"id":48900,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/posts\/12588\/revisions\/48900"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media\/12591"}],"wp:attachment":[{"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/media?parent=12588"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/categories?post=12588"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.wework.com\/ideas\/wp-json\/wp\/v2\/tags?post=12588"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}