Okay, so we now know that those brands stand out because they know their identity and that such identity is not just their visible elements (logo, name, brand colour, font, products, etc.) but more so the unique experience they allow their customers to have.
The next pressing question is: “What could be their secret? How were they able to stay true to their brand identity?”
Again, contrary to what people think, a successful brand doesn’t only revolve around the traditional 7Ps of marketing, rather they fortify their often unspoken Fundamental 2Ps: PURPOSE & PASSION.
Your purpose is the main reason for your existence as a brand – in an entrepreneurial context, your purpose is the solution you provide to the problem you deemed to address. Once you set your purpose, your identity will be greatly defined.
You say Facebook is addictive… well, that’s because Facebook has embraced its purpose and they continue to do so. Just take a look at their current state, the website alone offers some really engaging features, those that serve their purpose and backs up their identity as a brand.
At the same time, PASSION should be present for without it, all the efforts in defining the purpose and knowing the identity will be useless.
PASSION is the one that drives you into exploring the field, being consistent on doing the effective strategies and pushing yourself to do more, grow more.
Facebook could’ve just settled on providing its users the means to connect to others by adding them as “friends” online, but they didn’t. They improved the existing features and even added more to it. Messenger for example, didn’t exist before but now, it is one of the key features of Facebook, providing people an opportunity to message, voice or video call, watch together etc.