The English Oak: 6 lessons for a strong brand
How to make a show-stopping brand that everyone comes back for more of
When we moved to Devon we inherited a small courtyard garden. Unfortunately, this was buried beneath various layers of old patio, hardcore, pavers and decking. We’re currently stripping it all back to the bare earth. Our vision is to see how many trees we can reintroduce to what has become a sterile space.
At the same time, we’ve been reading ‘The Trees that Made Britain’ by Archie Miles. This has opened our eyes to the special nature and character of the native broadleaf oak in the UK. The oak has hugely influenced Britain all the way from warfare to whisky-making.
“The oak is a symbol of the most enduring and admirable facets of the nation’s rich cultural heritage and landscape history. The oak tree is synonymous with strength, resolution, dependability and endurance.”
Reflecting on this quintessentially British tree, we’ve put together branding lessons that you can learn for your business.
We are a brand studio based in Torquay, South Devon, offering branding, website design & brand video to creative businesses across the UK - find out more about our branding services for businesses.
1. Strong brands weather the seasons
Living by the sea in South Devon and the skyline framed by Dartmoor, our lives are dominated by the weather, which tends to hurry through quickly.
Oaks on the other hand have incredible longevity; some are reputed to be over 1,000 years old, such as the Marton Oak in Cheshire. That’s a lot of weather and countless cycles of seasons that it has endured, all the while retaining its form and structure.
In terms of branding, brands come and go with alarming regularity. Equally, brand owners are very easily swayed by fashions and fads which arrive and disappear with the seasons, only to be replaced with the newest craze.
Often we fixate on the noise and bluster caused by these trends, but miss the importance of consistency.
A key lesson from the oak is endurance and resilience; being established in your brand’s identity; cultivating and curating that for the long haul.
Consistent, coherent brands tend to be the most successful ones that create the biggest impact in their market.
2. Healthy brands have a wide root system
The oak tree is well adapted to the regular cycles of seasons, which can be particularly severe in winter, with high winds and plunging temperatures.
An oak’s broad and deep root system gives it immense stability giving it robust foundations for its height and wide canopy.
In our branding work we talk about ‘internal branding’ and how critical that this comes first when commissioning a new brand or when rebranding. This is all the hidden work that goes into clarifying the vision, mission, values, audience and messaging, among other things.
People often want to jump straight to the ‘external branding’, such as logos, font and social media assets, influenced by the latest trends and examples they see online.
Without a solid root system of internal branding which gives clarity, confidence and focus, the external branding is liable to be weak, muddled and unfocussed. Without the roots of internal branding you won’t reap the fruit of the external branding.
3. A good brand stands out & is attractive
With its broad canopy and extensive root system, an oak creates a vibrant ecosystem within its sphere of influence, supporting a diversity of wildlife both small and large.
Indeed, an oak attracts other species by its very presence, making it a landmark and almost sought after within the natural world. Equally humans have made use of its wood for centuries in shipbuilding and construction.
“It is estimated that around 500 species of invertebrates are reliant on the oak. Add to that the birds and bats that nest and roost in the trees and feed on attendant invertebrates... then it becomes clear that the oak is of pivotal importance.”
A successful brand will be attractive in its chosen market in the same way. It will have all the attributes and characteristics that customers or other businesses value. It will meet the needs of that audience by offering products, skills or resources that others rely on to be successful in their own right.
Good brands attract the right clients and conversely steer the wrong types of clients away, creating a virtuous cycle whereby one client leads to another through referral or recommendation.
4. The mark of a great brand is its ability to evolve
One thing that we discovered about oaks is that they are primed to adapt throughout their lives. Their acorns help them colonise an area quickly; and they sprout a second round of leaves in midsummer to replace loss; and modify their crown to avoid damage in maturity.
What an example for the lifecycle of a business’ brand from startup to maturity!
A good brand never remains the same, as customers and the market change. The core values and attributes may endure, but a brand should always adapt as the needs and desires of those it serves change.
One thing that is certain in the life of a business brand is that there will be challenge, change and competition. Without adaptability and versatility, death is likely. A good brand should always be orientated towards the future.
The other important aspect of this is that brand owners may not have the whole roadmap and revelation of their brand at the start of the journey. It’s important when designing a brand that it can grow into itself without outgrowing its skeleton nor its skin becoming outdated.
5. A brand should be exploding with potential
The acorn of an oak is truly extraordinary; it has everything it needs to see it from germination to maturity; all the energy reserves to help it establish its niche as a sapling to the genetic material that govern its shape and size.
The potential of an oak tree bottled up in an acorn that could last 1000 years or more is incredible. What is more, each one is individual with its own identity that it will mature into one day.
Equally, this is where all brands start; as a seed in the mind of the brand owner. A good brand starts with a compelling vision and has the potential to grow to maturity.
In our work of shaping and designing brands for business, the seed phase is crucial; we talked about this above in terms of the internal branding. As brand designers, we take the seed or vision of the brand owner in order to bring form, shape and coherence to everything that follows.
By trusting to invest your seed or vision with us in that initial internal phase, you give your brand the very best chance of success as it grows up, and crucially stand out from others.
In some cases we do more external branding work, in others less is commissioned in order to take the business forward. Regardless, when we’ve finished with a brand it has sufficient focus, shape and clarity in order to make an impact and be unique in your chosen market.
6. A standout brand is tailored to its audience & market
The two native oaks to the British Isles, the English oak and the sessile oak, are mostly found in lowland areas, but also in sheltered upland locations.
The way that oak has encapsulated English identity and culture reflects how well suited they are to the UK’s climate and environment. The particular mixture of weather, temperature and soil have allowed the oak to thrive.
This is another key lesson when it comes to successful brands: they fit well within their market and are suited to their audience.
In the same way a budget brand in a luxury market is a mismatch, an oak thrives and benefit wildlife and humans when it is within its niche.
The danger with a new brand or one undergoing a rebrand is the desire to appeal to everyone. This is a surefire way to appeal to no one and achieve perhaps mediocrity.
When we design brands we help brand owners clarify their target audience (likes, tastes and aspirations) and then match the brand aesthetic and messaging to appeal to that specific set of people or businesses.
These are our lessons so far from exploring ‘The Trees that Made Britain’ and we’d love to hear any of your thoughts or reflections. Do head over to the corresponding post on Instagram to join the conversation and share your opinion.
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