In the last two decades, innovation has become synonymous with disruptive innovation or leveraging technology to disrupt an established industry or market. When one hears the word ‘innovation,’ the first thing that comes to mind is tech startups.
At Brand Lounge, innovation is the second dimension of our brand development philosophy, which we call “The Four Dimensions of Differentiation.” When we talk about innovation, we recognize that it can take many different forms. We can all agree, however, that to adapt to evolving markets and a rapidly changing world, businesses must innovate or die.
Brands confront the critical challenge of maintaining relevance while preserving the loyalty of their core customer base. It’s a delicate equilibrium between innovating and sticking to what has always worked, where the menace of brand dilution looms large with each radical shit. Modern consumers have come to expect a certain level of consistency from their preferred brands, and as we know, humans make emotional decisions, not logical ones, yet they simultaneously demand novelty and excitement.
So, how can brands cater to this dichotomy of remaining consistent yet looking for ways to innovate to keep consumers excited?
This is where the potency of subtle innovation comes to the fore. When we speak of innovation, we look at it through three different lenses: incremental, business model, and disruptive. At its base, any innovation strategy must ultimately answer the question, what do we do better and differently than our competitors?
Businesses can implement incremental improvements that respect their core purpose while integrating new elements. This allows them to attract a broader audience without losing sight of their core values. To execute this strategy successfully, businesses need to have a deep understanding of their consumers. Done right, this approach can lead to sustained success.
For instance, consider the iconic case of Coca-Cola. Over the course of its history, the brand has introduced new flavors and packaging designs, but always in a way that complements its classic image. Coca-Cola understands the emotional connection its customers have developed with the brand and respects this bond by evolving gradually. It is this unwavering commitment to brand integrity that has allowed Coca-Cola to maintain its position as a global leader for over a century.
The Power of Incremental Change: Evolution, Not Revolution
Throughout our years of brand development, we’ve come to understand that micro-innovations emerge as the unsung heroes. These modest, incremental changes may appear inconsequential in isolation, but their cumulative impact can be profound. By introducing subtle refinements to a product or service, brands can rejuvenate their offerings without alienating their core audience and maintain relevance.
From a psychological perspective, this approach aligns seamlessly with established principles. The mere exposure effect, an established tenet within psychological studies, indicates a propensity among individuals to favor the familiar. By implementing incremental changes, brands can maintain a comforting sense of familiarity while still introducing fresh elements.
Starbucks, for instance, has managed to stay relevant for decades by making small adjustments to its menu and store design while keeping its familiarity. They introduce new seasonal beverages and update their interiors regularly, but always in a way that feels consistent with their brand identity.
To identify opportunities for incremental innovation, brands must be attuned to the needs and preferences of their target audience. Data analytics can provide valuable insights into consumer behavior, while market research can help identify emerging trends. Most importantly, brands must directly engage with their consumers to gather feedback and ideas.
The Strength of Innovation through the Business Model
Innovation through the business model is a potent yet often overlooked avenue for brands to strengthen their position in the market. Business model innovation entails rethinking the core methods through which a company generates, delivers, and acquires value. This concept extends beyond mere product or service innovation, encompassing transformations in product development, distribution channels, revenue generation, customer interactions, and other dimensions of business strategy.
By innovating their business model, brands can unlock new sources of value and differentiate themselves from competitors. Moreover, business model innovation can enhance brand resilience and adaptability in a rapidly changing environment. McKinsey’s research highlights how companies that embrace business model innovation are better equipped to navigate market disruptions and capitalize on emerging opportunities.
At Brand Lounge, we encourage innovation for all our partners and in every brand development exercise we undertake. Our philosophy is rooted in the belief that innovation is one of the keys to a maximized brand experience.
Through innovation, businesses can enjoy an enhanced value proposition, increased competitive advantage, and improved financial performance. Bcg‘s research confirms that companies that invest in business model innovation often experience higher revenue growth and consistently outperform their competitors.
Incorporating business model innovation into brand development strategies requires a collaborative approach that involves leadership teams, cross-functional teams, and other strategic partners. This is why we conduct an innovation workshop as a part of our brand development methodology. With a solid innovation strategy in place, brands can strengthen their equity and saliency in today’s competitive landscape.
One of the driving forces behind the need for business model innovation in today’s landscape is the rapid advancement of artificial intelligence (AI) and machine learning (ML) technology.. AI has permeated virtually every industry and business function, forcing organizations to rethink their traditional approaches and embrace new ways of operating.
Continuous Relevance Through Consistency and Surprise
To maintain consumer interest over time, brands must strike a balance between consistency and surprise. On the one hand, customers crave reliability; they want to know what to expect from a brand in terms of quality and experience. On the other hand, they also desire novelty, the thrill of discovering something new and exciting.
This is where the concept of “predictable unpredictability” comes into play. By introducing new features or experiences at regular intervals, brands can keep customers engaged without straying too far from their core identity. The key is to find the right frequency, too much change can be jarring, while too little can lead to stagnation.
Consistency is equally important in terms of brand messaging and experience. Customers should be able to recognize a brand’s voice and aesthetic across all touchpoints, from advertising to design to customer service. This helps build trust and loyalty over time.
There are numerous examples of brands that have successfully navigated this balance. Netflix, for instance, consistently introduces new content while maintaining a reliable streaming experience.
Closer to home, our partner 7X recognized the significance of innovation and underwent a rebranding process. Their heritage company now adopted a guiding vision of incorporating innovation into every aspect of their offerings, from postal services, last-mile logistics, and even fintech solutions.
Innovate or Die
Subtle innovation has emerged as an influential tool for brands seeking to maintain their integrity and relevance. By implementing gradual changes that respect a brand’s core purpose while simultaneously introducing novel elements, brands can captivate loyal customers and new audiences.
The brands that ultimately succeed in this endeavor are the ones that stay true to their core values while also embracing change. They understand that innovation is not about chasing trends or making drastic pivots. Rather, it is about finding new ways to differentiate themselves.
In a market saturated with options, subtle innovation can help businesses differentiate themselves while remaining authentic. This approach demands patience, creativity, and profound respect for the target audience. However, when executed effectively, it can yield enduring success. By embracing these principles and strategies, business leaders and brand guardians can skillfully overcome the challenges of preserving brand relevance and integrity for years to come.
Are you thinking about innovating your business to gain a competitive advantage? Reach out to us today and connect with our team of expert consultants. We will help you develop an innovation strategy that maximizes your brand’s value.
