Does Your Brand Have Staying Power? What The Verve Taught Us About Building a Brand That Sticks

A strong brand is more than just a logo or tagline—it’s the emotional connection you create with your audience. Nowadays, consumers have endless options, so a memorable brand is often the difference between fleeting interest and lasting loyalty. But building a brand that stands the test of time isn’t easy. It requires authenticity, consistency, and constant evolution.

Now, think about Bittersweet Symphony by The Verve. It’s a timeless classic, yet for all its brilliance, The Verve never quite captured the staying power their hit suggested they might achieve. In branding, just like in music, success isn’t just about having a moment; it’s about creating something that lasts.

Let’s explore why some brands endure and others fizzle out faster than a one-hit wonder.

Why your brand needs to keep evolving

The brands that stick around don’t cling to their origins—they evolve. Think of Spotify. It’s not just a music streaming platform. It’s your personalized DJ, your taste curator, your end-of-year storyteller. By continuously innovating while staying true to its core purpose, Spotify has built deep and personal connections with its audience.

Evolving as a brand means keeping pace with your audience’s needs and expectations. Remember, what worked yesterday might not resonate today. However, evolution isn’t just about the product or service you offer. It’s also about your message, tone, and the way you engage with your audience.

It’s also important to listen. Brands that actively engage with their communities, gather feedback, and adapt based on that input are the ones that thrive. This evolution builds trust and shows that you’re invested in creating value for your audience, not just selling a product.

Brands that evolve aren’t afraid to shift their messaging, experiment with new approaches, or even redefine themselves entirely. But they always keep one eye on what their audience values. Sticking to the same old story is comfortable, but comfort rarely breeds loyalty.

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The argument for brand consistency

Here’s the flip side: Evolving doesn’t mean throwing out what works. Coca-Cola is the perfect example of this. While their advertising and messaging have changed with the times, their core brand elements—the iconic red and white logo, the signature font, and the promise of simple happiness—have remained largely untouched.

Consistency builds trust. It’s the foundation for nostalgia and loyalty. A consistent brand identity allows customers to know what to expect from you, creating a sense of reliability that strengthens their relationship with your business. Whether it’s the comfort of seeing the same Coca-Cola logo for decades or the familiar jingle that accompanies their holiday campaigns, these familiar elements give brands a timeless edge.

At the same time, Coca-Cola’s story demonstrates that consistency doesn’t have to mean rigidity. They’ve adapted their messaging to suit different eras, ensuring their brand feels fresh without losing the essence of what makes it Coca-Cola. For example, their famous “Share a Coke” campaign added personalization while staying true to the core idea of happiness and connection.

The lesson here? Balance is everything. Maintain the elements that define your brand—the colors, logos, tone, and values that make you recognizable—while allowing your storytelling and methods of engagement to evolve with your audience’s expectations. Consistency is the glue that holds your brand’s legacy together, even as you adapt to the future.

A cautionary tale: How The Verve show that early success doesn’t always translate to brand staying power

Bittersweet Symphony… It’s a masterful track, but ask anyone to name another song by The Verve, and you’ll likely be met with silence. So, where did they go wrong? They failed to create a larger identity beyond that single hit.

Brands can fall into the same trap. A flashy launch or viral moment can feel like success, but it’s rarely enough. Without a deeper story or multiple touchpoints that resonate, the hype will fade.

The Verve’s story shows how important it is to have a cohesive vision for your brand. Their music lacked a unifying narrative or style that could have tied their work together and given audiences a reason to stay engaged. Instead of building on their initial success, they remained tethered to that single hit, which eventually became more of a reminder of what they hadn’t achieved than what they had.

Another challenge for brands is differentiation. A single success doesn’t guarantee a distinct identity in the market. Without something that makes your brand truly stand out, it’s easy to get lost in the noise. This is especially true in industries flooded with competition, where only the brands with a clear and compelling story rise above the rest.

The lesson here is clear: Brands need more than a moment of brilliance. They need a strategy to sustain and expand their presence. Whether it’s through consistent messaging, evolving with audience needs, or creating multiple points of engagement, brands must strive to be more than a one-hit wonder.

Want to dive deeper into branding and The Verve? Check out episode 7 of On the Record for an in-depth conversation on the topic.

Our best tips for building a brand that sticks

Building a brand that resonates and endures takes a thoughtful approach. It’s not just about what you offer—it’s about how you connect, evolve, and stay relevant in the hearts and minds of your audience.

Here’s how the best companies build brands that are unforgettable:

Find your “why”

Your “why” is the foundation of your brand. It’s the reason you exist beyond making a profit, and it should resonate deeply with both your team and your audience. A strong “why” guides your decisions, shapes your messaging, and inspires loyalty. For example, brands like Patagonia have built entire movements around their purpose, connecting with customers who share their values and beliefs. When your “why” is authentic and clear, it becomes a rallying cry that unites and grows your community.

Balance consistency and growth

To thrive, your brand needs to evolve while staying rooted in what makes it unique. Coca-Cola’s ability to maintain its iconic identity while adapting its campaigns is a perfect example. Growth doesn’t mean abandoning your foundation, it means building on it. Think of it as renovating a home—you keep the structure but modernize the design to meet current needs. This balance ensures your brand remains relevant without losing the trust you’ve built.

Own your voice

In a crowded marketplace, standing out requires a bold and authentic voice. Don’t be afraid to take a stance or share opinions that reflect your values. Brands like Ben & Jerry’s are known for their strong voice, which resonates with audiences who align with their perspective. Owning your voice means embracing what makes you different and using it to foster deeper connections with your audience. When your messaging is authentic and confident, it creates a sense of trust and relatability.

Focus on relatability

A brand that feels human will always outperform one that feels corporate. Relatability means showing your audience that you understand their struggles, dreams, and needs. This could be through storytelling, personalization, or simply communicating in a way that feels genuine. Spotify’s personalized playlists and year-end summaries are great examples of relatability in action. When people see themselves in your brand, they’re more likely to engage and remain loyal.

Experiment and adapt

No brand achieves staying power without taking risks. Experimentation allows you to discover what resonates with your audience and what doesn’t. Whether it’s launching a new product, testing a fresh marketing approach, or exploring a different tone, the key is to learn from the results and adapt. Even failures can provide valuable insights that help refine your strategy. The brands that endure are those willing to embrace change and use it to their advantage.

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