We are surrounded by an infinite number of brands, especially in today's digital landscape where brands proliferate and their options expand day after day. If we were to ask you to list your top 20 brands, you would likely only remember—amidst this momentum—those brands that stirred an emotion within you. It is like being surrounded by a large community, including your best friends. A person does not forget a close friend with whom they share values and interests, nor do they forget a friend who understands and meets their needs, or a friend who adds something unique and unusual. This is how good brands influence, and they cannot do so without an integrated system called (identity).

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Your Identity is Your Brand's DNA

Once the essence of your brand is clear for e-commerce, all other tasks will be within reach, and work will proceed with ultimate smoothness, expanding and extending. This is because this essence is the backbone of all formal and moral manifestations and branches; whether in internal management style, product selection, design of marketing campaigns, or external collaborations of various forms. This essence specifically is the unifying element of your appearance across different levels; it is the unique signature that frames your interaction and clarifies your overall rhythm, and therefore, it is what represents the real value in the market, driving customers to choose you from among the list of competitors.

A Correct Beginning is Not Enough

Despite the quality of beginnings, brands—especially traditional ones—actually stand at a dangerous turning point at some stage, where business models, consumer behavior, and technology undergo rapid leaps. These changing environments pose a real challenge that must be taken into consideration, and the best way to face the flood is to adapt to it and keep up with its flow. So, how can you adapt? Here are 10 steps to develop brand building strategies

MACE Framework

This framework is an acronym for four concepts, compliance with which and developing business accordingly helps sustain brands despite sudden changes, and they are as follows:

1. Mastery

2. Accessibility

3. Cadence

4. Ensnarement

Such concepts are flexible and generalizable to various sectors related to brand building. Here is a summary of each concept:

First: Mastery

One of the effective sustainability methods is to connect the consumer to your brand by enhancing their experience with it. How? By giving them "hidden"—non-transferable—rewards that require a degree of diligence to access, and sparking excitement to interact with them. One of the simplest examples is to place a product with a value of (zero Riyals) among the products and promote the activity through the brand's social media accounts. Learn now about: The Brand Sustainability Trio

Second: Accessibility

Easy access to your brand contributes to expanding the consumption opportunity. Make your brand accessible to as many consumers as possible with the following suggestions:

• Ease of access means a low price, and at best, "free".

• Ease of access means that your product—or service—is available in a large number of different sales points.

• Ease of access means targeting the dominant segment; young people and customers who are purchasing your products—and services—for the first time. Do not underestimate the value of marketing through word-of-mouth among consumers' circles.

Third: Cadence

Keep the rhythm so the consumer does not forget your tune. Make sure to stay present in their minds by the following means:

• Introduce something new regularly throughout the year; whether a new product or an upgrade of previous products.

• Make the most of promotional assets—such as short videos—and ensure smart targeting with micro-content.

• Maintain your transparency; admit failure—if necessary—and do not hide it. Facing it might turn failure into success, because an honest and transparent brand is highly communicative, and worthy of appreciation and loyalty.

Fourth: Ensnarement

Imagine your brand is a trap that lures consumers smartly and professionally. In fact, there are two strategies that can be relied upon to trap the consumer in the brand's snare, which are:

1- Product development (hatching and branching system): Take, for example, Coca-Cola's campaign of printing common names on bottles; this contributes to sharing bottles heavily with friends, and thus increases the level of production and sales.

2- Product development (by system of organization): An example of this would be companies that issue certain devices and offer additional parts as an independent and regular production line; buying the product requires replacing the additional part periodically, thus leading to more consumption and profits. Also, the famous LEGO game, as consumers can buy additional bricks of different colors and shapes to complete the construction as they prefer.

At the conclusion of our article on brands, we remind of the importance of beginnings; it is necessary for the brand to launch with a clear vision, mission, and values represented by the essence of identity, and then it is essential to go with the flow and adapt to changes by creating methods and strategies for brand building that keep you present in the scene always and regularly.

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