The Art of Crafting Brands That Last a Century, with Haggar’s Jacklyn Alston

Jared Mintzlaff

November 1, 2023

Branding isn't just about catchy taglines or visually appealing logos. It's an art form, a delicate blend of storytelling, innovation, and resilience. Jacklyn Alston, an email marketer at Haggar, joined us on our most recent episode of "Magnetic", and brought some much-needed insights into how marketers can craft brands designed to stand the test of time.

Before we dive into today’s issue, be sure to catch the full episode here:

The Self-Reflection Ask

Every individual, like a brand, brings a unique value to the table. Just as a friend might be the go-to for uplifting advice, a brand must understand its unique selling proposition. Often, we're too close to the brand to see what makes it special. One of the most potent tools in a brand's arsenal is feedback.

Imagine taking a moment to ask your top three customers, "What keeps you coming back?" Such a simple act can unveil invaluable insights. By understanding and embracing what your customers truly value, you're better equipped to amplify those strengths and stand out in a crowded marketplace.

Embrace Feedback to Shape Your Brand

Fear of criticism often prevents brands from seeking feedback. However, a brand's potential evolution lies in the hands of its users. Jared's analogy of software development reflects this. Marketers might believe they've designed the perfect campaign or product feature, but it's the customer's perspective that's crucial.

Moreover, as Jacklyn pointed out, customers sometimes understand a brand's potential better than its creators. They can steer a brand toward unexpected opportunities that resonate with the audience. A brand's strength isn't just in its product or its marketing, but in its ability to listen, adapt, and innovate.

The Power of Personalization

In a world dominated by mass production, personalization stands out. For example, a product or service "made just for you" is a compelling vision for brands. It's not just about product customization; it's about tailoring the entire customer journey. Every touchpoint, from website navigation to email communication, can be fine-tuned to resonate with each customer's unique preferences. The goal? To make every customer feel seen, understood, and valued.

The Shift from Price-Driven to Value-Driven Branding

The days of brands banking solely on price-driven strategies are waning. Jacklyn's experience with Haggar perfectly illustrates this transition. By innovating their brand voice and aligning it with meaningful causes, they transformed their brand's identity. Instead of merely being a "great deal," they emerged as a brand committed to environmental sustainability and community upliftment.

This transformation was not just about brand image. It was a strategic move to deepen customer connections and foster brand loyalty. When a purchase isn't just about the product but the values it represents, brands create lasting bonds.

Building Value Over Time

The consumer landscape has drastically changed over the past decades. Consumers are more informed and empowered than ever before. They can access information about a brand's products, pricing, reviews, and competitors within seconds. This paradigm shift demands brands to rethink their approach.

It's no longer about pushing a sale but about building value over time. Brands need to nurture relationships, be there for consumers at different stages of their journey, and focus on long-term engagement rather than short-term gains.

Prioritizing Lifetime Value

The traditional markers of success are evolving. Where once ROAS was the golden metric, today, it's all about LTV. Jacklyn's insights highlight the importance of seeing beyond immediate conversions. It's about understanding the customer's entire journey, anticipating their needs, and providing value at every step.

Moreover, LTV isn't just about repeated sales. It's about advocacy. A loyal customer not only keeps coming back but also becomes a brand ambassador, spreading the word and bringing in more customers.

The Essence of Timeless Brands

Lastly, but perhaps most importantly, is understanding the core of a century-lasting brand. Jacklyn's advice to new businesses is poignant. It's all about authenticity. A brand that has clarity about its 'why' is a brand that resonates.

For businesses embarking on their journey or those looking to rebrand, the message is clear: Know your story and tell it with conviction. Align with genuine values, maintain authenticity, and consistently deliver on your promises.

In conclusion, building a brand that lasts 100+ years is no small feat. It requires introspection, a commitment to value, and the ability to evolve with changing times and consumer needs. By embracing these principles, today's brands can leave a legacy for future generations. The roadmap is clear: listen, adapt, innovate, and stay true to your essence.

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