Monetising Your Brand's IP: How to Make Your Brand Work For You

These days, markets are hyper-competitive and an organisation must do everything possible to stand out from the crowd. People are constantly bombarded with brands competing for their attention.

Monetising Your Brand's IP: How to Make Your Brand Work For You
Giles Taylor writes for W/Brand Design Blog
Giles Taylor, March 06, 2024

With more screens and ways to consume media than ever, even brands that achieve success can find that it is short-lived. This is where brand coherence and brand immersion come in. 

Together, these help build a strong connection with your audience and make your brand work for you in the long term. In this blog post, we’re going to explore what brand coherence and immersion are before exploring how you can use these to monetise your brand’s Intellectual Property (IP).

What are brand coherence and immersion?

Brand coherence and immersion go hand in hand, but what are they?

Brand Coherence

Brand coherence fundamentally means that all touchpoints and engagements with your brand are consistent, recognisable and meaningful, regardless of the medium. It’s the thread which runs through everything, meaning your audience can pick you out from the crowd and instantly understand your message, as well as your brand identity.

One of the best ways to think about this is with a music band. If they’re on stage, with each member playing a different tune, the result is chaos. Instead, each member knows their role and their place, and the result is a great performance. Much like a band nailing its performance, achieving brand coherence takes time, effort and consistency across all mediums and outputs. Here, brands such as Nike, Apple, Pepsi and more stand out as excellent examples of the importance of brand cohesion. We instantly see them and recognise who they are and what they stand for.

Brand Immersion

Brand immersion is built on the foundations of brand coherence. This is where your target audience and immerse them in the world you’ve created. This makes them feel part of your brand and moves the relationship from a transactional one to an emotional connection. It’s at this stage you build brand loyalty and set yourself up for long-term success.

Designerly define brand immersion as:

“...a process used to fully immerse an audience into the brand’s world with a whimsical experience. [It] aims to make the user feel part of the product’s or service’s environment.

To completely immerse a customer into the branding, the company has to dive deep into market research to understand them thoroughly. The in-depth analysis involves knowing who the audience is to captivate them in new ways.

Brand immersion is all about creating an unforgettable experience for the customer. Essentially, it takes the user somewhere where they haven’t been before.”

One of the best ways to immerse your audience in your brand is through storytelling. Humans love stories, and a captivating, inspiring and engaging story is a fantastic way to build an emotional bond. Examples could include Dove's Real Beauty campaign or Patagonia's environmental & climate activism. These brands don't just sell products. They immerse their audiences in stories that inspire, connect and build brand loyalty.

How to use Brand Coherence & Immersion to Monetise Your Brand’s IP

Fundamentally, anything a brand does or creates can be monetised. And when it comes to this storytelling, technology and new platforms play a significant role in amplifying immersion. Whether it’s interactive sites and apps, VR and AR functionality, personalised posts on social media or AI customer service, these experiences both entertain and build lasting connections with your audience.

Successful brands convince their customers (and themselves) that by consuming their products or engaging with their services, they will appear different and, usually, better. This is the whole reason why people choose to associate themselves with some brands over others. Once you’ve built your brand and have built the following, there are several ways to monetise it, depending on what you do. 

Remember when we said that almost anything can be monetised? Well, examples include your name, logo, any designs, stories, processes, and even your perceived authority in a given industry. 

In a purely hypothetical example, you could be a tech company that provides B2B payment solutions. You could monetise your expertise by selling your processes in areas such as invoicing, accounting, payments, etc. And what’s more, you could sell accreditation, featuring your brand name and logo, as an endorsement that a given company follows your proven methods. 

Likewise, you could create webinars, training courses and even industry events off the back of your identity. By telling your story of how you came to be and what you stand for, and then allowing your audience to immerse themselves in it, you can open up a range of potential revenue streams.

Using the real-world example of Patagonia again, they've created a strong brand around environmentalism and sustainability, which extends beyond their core clothing products. They licence their design principles and materials to other brands, host educational workshops, and since 1985, have been donating 1% of revenue to community-oriented, grassroots environmental groups through small grants, worth up to $15,000

What’s more, in 2022, Patagonia turned over 98% of their stock, worth about $100m a year in dividends, to a new non-profit, the Holdfast Collective, focused on climate activism, including political advocacy. This approach not only generates additional revenue but also reinforces their brand identity and attracts more like-minded customers.

Building a brand and monetising your IP requires a strategic vision, ongoing commitment, and a deep understanding of your audience. Although not easy, the potential rewards are significant, and building a strong brand can uncover huge amounts of underlying potential in its intellectual property. 

Brands are living and ever-evolving things that are more than just a name, logo and tagline. By developing a strong brand identity, immersing your audience within it, and leveraging your IP in a range of ways, you can truly make your brand work for you.

If you’d like to find out more about our B2B branding services, and how we can help you grow, don’t hesitate to contact us.

Giles Taylor writes for W/Brand Design Blog

Giles Taylor

Giles is the founder and creative director for W/Brand. A graphic designer from Reading in Berkshire, UK, he's a dad with two wonderful children who enjoys walking and playing the guitar.  

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