How do brands really stand the test of time?

Futureproofing your business requires an ability to embrace change, not just to react to it.

Change is a constant, so companies that thrive in today’s landscape must be continuously adapting and innovating—changing as consumers change. Brands that truly stand the test of time understand that the core ingredients for long-term success are relevance, ease, and distinctiveness.

Relevance

No business, regardless of its size or sector, can consistently thrive without remaining in sync with consumers’ wants and needs, and keeping a pulse on the cultural nuances across their markets.

At KFC, we have driven brand recognition and global growth by prioritizing relevance since 1952, and that starts with knowing and living our brand purpose. For instance, KFC exists to banish the bland and dial up the fingerlickin’, which to us means being bold in everything we do—adapting our menus, restaurant design, and guest experiences to deliver what consumers are craving. We use consumer insights about food formats and flavors to ensure we’re bringing bold innovation to our menus and leading food trends. KFC also builds relevance in culture wherever it’s happening—within the gaming community through PUBG or The Legend of Zelda, in partnership with celebrities like Trevor Noah and Chrissy Teigen, or through an NBA courtside appearance by Colonel Sanders.

Beyond menu and culture, KFC leverages restaurant design to drive relevance, prioritizing things like sustainable furniture and seamless technology that resonate with guests. Relevancy also reaches beyond the restaurant through local initiatives including food donations, youth programs, and employability training.  

Ease

In addition to staying relevant, brands must ensure that consumers can access and engage with the brand on their own terms—when, where, and how they want.

Sephora, a premier beauty destination and global retailer, highlights the importance of validating customers and meeting them where they are. Before Sephora opened more than 3,000 locations, beauty products were primarily sold through brand-specific retailers or local drugstores, making high-end options both hard to find and out of reach for most consumers.

Sephora offers retail locations in 34 countries around the world, a robust online retail store, and endless content available across social channels. But “ease” doesn’t just apply to accessing their products. Sephora promotes inclusion and aims to make it easy for every person to feel beautiful. It disrupts the prestige of beauty retail by striving to authentically celebrate consumer beauty and invites everyone in, no matter the person’s background, skills, or expertise. Their commitment to access and education makes involvement uncomplicated and effortless, especially as consumers explore new beauty products and routines.

Distinctiveness

As the world changes, a distinctive brand perpetuates a clear identity, allowing consumers to build familiarity and remain connected.

Nike embodies this as one of the most distinctive brands of the past, present, and foreseeable future. If you close your eyes, you can instantly imagine its famed swoosh, distinguishable tagline and portrait-style imagery of iconic athletes—the brand doesn’t even need to be named for you to recognize it. This undeniable identity is one of Nike’s greatest assets, as it builds and retains loyalty, spreads favorable word-of-mouth, and fuels excitement from employees and consumers alike.

And it’s so much more than its brand assets. Nike shows up for athletes in a distinct way that inspires an emotional connection to the very heart of its fan base. The brand focuses on grit, competition, resilience, and celebration, distinctively leaning into every facet of what it means to be an athlete while saying that any consumer can “just do it.”

Personal evolution

Just like brands that stand the test of time, I have embraced a personal growth journey that has been both transforming and evolving. I prioritize growth and learning to ensure that I’m always pushing for the consumer. I welcome change with open arms and am excited about what the future holds.

Nivera Wallani is the global chief development officer of KFC.

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