In 2024 marketing, trends come and go like fashion fads. Yet, just as a classic black dress never goes out of style, a solid brand foundation stands the test of time.
According to Oculus Studios co-founder Brock Smith, companies should focus on their brand's uniqueness as their guiding principle in the changing market because, unlike trends, authenticity never fades.
In this interview, Brock discusses rebranding and shares insights on the elements that brands should consider for success.
Who Is Brock Smith?
Brock is a Partner at Oculus Studios, an award-winning marketing studio. His passion for storytelling and visual media led him to an extraordinary opportunity to work for NBC at the 2008 Beijing Olympics, specifically within the iconic Water Cube, the state-of-the-art venue for swimming events.
As consumers increasingly turn to digital channels for information, communication, and commerce, a strong brand presence becomes indispensable for fostering trust.
“The key to creating and maintaining a strong brand in today's saturated market is all about consistency and personality. You can have the best creative work in the world, but it won't get you far if you're not consistently keeping your business top of mind and, as I like to say, 'top of heart' with your customers.”
Brock also highlights that showing genuine interest and care for current and potential customers on social media is vital, especially in the consumer products and services industries, as these interactions create a reinforcing cycle in customers' hearts and minds.
Crafting memorable brand identities is a great way to connect with your target audience, and Brock believes that when creating an identity, especially a logo, it must reflect the product or service and carry the 'accent' of the people who work there.
He shared with me the branding for “The Kentucky Experience” campaign for Lexington Brewing & Distilling which aimed to encapsulate the rich cultural heritage of Kentucky.
“We started by experimenting with fonts, colors, and iconography that would visually express 'Kentucky.' Then we created a new brand identity for the sweepstakes and future campaigns that was unique, simple to understand, and distinctly Kentuckian.
We also organized a social media giveaway, including a VIP tour of the distillery and tickets to the Kentucky Derby, to create an unforgettable impression.
From designing engaging in-store displays and social content, to unique beer coasters and branded betting cards, we ensured that every interaction with the brand was memorable to set up Lexington Brewing & Distilling to thrive,” he describes.
Authenticity Is Impossible to Fake Long-Term
Transparency and authenticity are something consumers increasingly value today.
According to Brock, authenticity is impossible to fake in the long-term and it shines through most when a brand stays true to its core values and tells its story honestly.
He explains that for one client, Commonwealth Credit Union, Oculus Studios highlighted their deep community ties and member-first approach by sharing real stories from members and staff in feature videos.
They showcased their families, pets, and hobbies, and shared these on social media to create genuine connections and put a face to the brand.
Similarly, for NewVista, the company filmed real-life success stories of rehabilitation through one-on-one interviews. These videos showcased their dedication to compassionate mental health services, making their communications honest and heartfelt, Brock describes.
“By focusing on true-to-life storytelling and transparent communication, we help brands build trust. It’s never immediate; but a consistent, genuine effort always cultivates a flourishing customer loyalty over time,” he adds.
If you're looking for an agency to help you drive customer loyalty and trust, DesignRush's list of top branding agencies is a great place to start.
Follow Trends That Align With Your Brand Identity
During the rebranding process, companies need to strike a balance between staying true to their core identity and adapting to market trends.
“Striking that balance is a fine art. I often advise clients that the first step is to deeply understand and articulate their core identity — what makes them unique.
This should inform the bedrock upon which any rebranding effort should be built. The reason is, it’s essential to retain these foundational elements moving forward to preserve the brand's 'heart and soul’.”
He also believes that the essence of a brand should remain constant despite changing trends advising businesses to focus on integrating trends that align with the brand's identity and add true value.
“This approach helps avoid the trap of adopting fads that quickly become outdated, ensuring the brand remains timeless,” he adds.
Discussing trends, this is what Brock believes businesses should consider to stay competitive in 2024:
“The best trend to follow is finding a branding partner who listens to your needs with the same passion as your team. It's all about collaborative creative ideation and beta testing with current and potential customers. This way, you get real feedback and can fine-tune your approach.
Remember, trends are fleeting, but a solid brand foundation is timeless. Always prioritize what makes your brand special and use that as your compass in the ever-evolving market landscape. Because at the end of the day, authenticity never goes out of style.
Brock says that in their rebranding process, they blend research, strategy, and creativity. The company follows a three-phase approach:
- Analyzing the brand's position and market trends
- Creating a strategic plan aligned with the brand's vision
- Ensuring the rebrand reflects the brand's essence while appealing to both contemporary and legacy tastes
Watch our business rebranding guide video to learn how you create a distinct brand identity.
I was curious to hear from Brock how Oculus Studios measures the success of its branding or rebranding initiatives concerning customer engagement and business growth.
“From a business perspective, we measure success by analyzing hard data, especially increased sales, alongside our clients. We also look at metrics like website traffic, social media engagement, and customer sentiment to gauge how well the new branding resonates with the audience.
Combining these qualitative and quantitative measures gives us a comprehensive view of the rebrand’s impact on customer engagement and business growth. We are always just as thrilled to celebrate a successful rebrand as our clients!”
