While it may not always seem like it, companies simply don’t sell products. They sell experiences and ideologies. Emotions too.
The ability to influence the perception of what’s being sold in the whole purchasing journey is what makes effective branding so powerful.
It’s easy for consumers to encounter new brands daily—unavoidable, even. Endless new brands can land on one person’s radar in a short period of time, in this social media-fueled landscape.
On one hand, it offers consumers ample choice. On the other, it presents a challenge for businesses wanting to stand out and create connections.
How exactly can a brand cut through?
Simply put: by going the extra mile visually and verbally. And a great brand is at the heart of this.
More than a "feel good” goal or a nice-to-have, brand trust by way of a brand that’s going the extra mile is a concrete way to drive profitability and expansion.
Brand cohesion is the foundation of this. One that stays relatively consistent (and no, that doesn’t mean stagnant) reassures customers, and stays memorable after even the most brief exposures.
Brand differentiation comes next. Effective branding hinges on this. It doesn’t mean being outlandish, simply meeting the small expectations of consumers, no matter how removed they may be, can set you apart from your competitors. At it’s heart, brand differentiation—initial branding or rebranding efforts—is driven by the goal of enhancing market presence and catalysing growth.
Brand complacency is the undoing of both of the above. It’s a big mistake for established brands to think that what worked for them a couple of years ago, will work for today and tomorrow. Sometimes they fall into bad habits visually and verbally—particularly after a rebrand—which confuses consumers.
In today’s tapestry of logos, ads, social media saturation, so many brands inadvertently blend together with similar visuals and messaging. It’s being able to cut through this clutter to establish a unique and compelling identity, plus a connection with the modern consumer, that makes a brand strong.
In competitive markets, where brands vie for attention, the tendency to mimic successful trends can erode distinctiveness and connection. A memorable brand needs to go beyond familiar territory—all while embracing the calculated risks.
Yet, too many brands opt for a risk-averse approach, relying on a safe approach that may yield limited, short-term gains. It’s a distinctive identity—where the importance of differentiation is understood—that resonates with their target audience.
Quickfire Tips:
- Be Original: Emulating competitors breeds confusion rather than differentiation. Dare to be different—it's challenging but essential.
- Know Your Audience: Invest in understanding your audience thoroughly to create meaningful connections with them both visually and verbally.
- Harness Brand Power: Recognise how branding and design can drive meaningful, systemic change within your market.
- Storytelling: If you have no story (or no new story to tell) to connect with modern consumers, they don’t know what you stand for so they probably won’t buy from you.
Traditional methods of building brand trust and connection have evolved. Today, a brand’s digital presence significantly impacts consumer trust levels, particularly among Gen Z.
The traditional methods businesses relied on to build brand trust no longer offer guaranteed success.
According to a Q1 2024 Sprout Pulse Survey,
78% of consumers (and 88% of Gen Z) believe that a brand's presence on social media now plays a more significant role in establishing trust compared to just a year ago.
To distinguish and forge enduring connections, brands must break away from conventional approaches, bad habits and staying true to their purpose, mission, and core values. Through this, brands can transcend the sea of similarity, forging enduring connections with their target audience across all touch points.
Brands who take this in their stride will be the ones to surpass the uniformity in the market and cultivate meaningful connections.
Now more than ever, the ability to craft a compelling narrative—both visually and verbally—that connects with people in more ways than one is crucial for brands seeking to engage with the modern consumer effectively.
