Why it’s never been more important to build your brand

Posted on
April 9, 2024
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We all get that building a strong brand is essential for businesses who want to stand out from the crowd.

But in a world where audiences increasingly seek to align themselves with companies who share their values, a powerful brand can foster trust and loyalty and reinforce an emotional connection to the consumer.


So, what constitutes a strong brand?

A strong brand is more than just a logo or a catchy slogan. It embodies a distinct identity, a set of values, and a promise to customers.

This core idea is the heartbeat of every successful brand, guiding its actions and shaping its interactions with the world.

To truly embody the core idea, you must be consistent across four critical areas:

1. Communication: A strong brand effectively communicates its identity, values and promises to its audience through every channel. Clear and consistent messaging helps build awareness and recognition, which in turn builds trust and loyalty.

2. Behaviour: The behaviour of a brand, including how it interacts with customers and handles situations, needs to reflect its identity and values. Consistency in behaviour reinforces credibility and trust.

3. Environment: The environment in which a brand operates, whether physical or digital, plays a crucial role in shaping the customer experience.

4. Product/Service: The core offering of a brand, whether it’s a product or service, must deliver on the promises made through communication and behaviour. Consistent quality and reliability are essential for building customer loyalty.


Why is it so important to have a strong brand now?

Digitisation, changing customer behaviour and attracting and retaining employees all play a role in shaping how businesses effectively position themselves in today’s market.

In an increasingly digital world, where consumers have access to a plethora of choices at their fingertips, a strong brand helps businesses cut through the noise and build loyalty to the brand.

And as consumer preferences evolve towards personalised experiences and meaningful connections, brands must adapt their strategies to authentically engage with their audience.

After all, consumers don’t want to buy from brands, but rather buy into a brand.

Additionally, in the competitive arena for talent, a compelling brand identity not only attracts skilled employees but also cultivates advocacy among existing staff, creating a positive workplace culture and driving business growth.

Quote Mark

“You have one first impression, so you need to make it count. It’s important that all interactions with your brand are consistent across all touch points, even down to the way that your staff communicates. If your brand promise is based around being approachable and providing a friendly and caring service, your staff need to embody these values in how they behave.”

Alan Master
Alan Chaffe
Creative Lead at Purpose Media

How have brands done this successfully?

Coca-Cola is a great example of effective brand building.

From the colour and taste to the iconic logo and timeless adverts, Coca-Cola has successfully built a brand that resonates with consumers worldwide.

Through innovative and often personalised campaigns, strategic partnerships and a commitment to social responsibility, Coca-Cola has demonstrated how brands can leverage their identity and values to connect with customers on a deeper level, foster loyalty and maintain market leadership.

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Spotify’s Wrapped campaign also showcases how building lasting relationships with customers is essential.

By curating personalised year-in-review experiences based on individual listening habits, Spotify goes beyond music streaming – it creates a meaningful connection with its users.

This personalised approach not only delights customers but also reinforces their allegiance to the platform.

Initiatives like Spotify’s Wrapped campaign and Coca-Cola’s Share a Coke campaign serve as a powerful reminder of the impact of personalisation in fostering customer engagement and loyalty.

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Quote Mark

“Be true to your core idea and speak to your audience in the right way, using the right tone of voice. Hitting your personas at the right point of their customer journey will also help you to stand out. By understanding their needs and motivations at each stage of their journey, you can tailor your messaging and offerings accordingly, creating interactions that resonate and drive action.”

Alan Master
Alan Chaffe
Creative Lead at Purpose Media

How can businesses measure the effectiveness of their brand-building efforts?

Determining the effectiveness of brand-building efforts is crucial for businesses to gauge their progress and make informed decisions.

While the metrics may vary depending on the nature of the business and its goals, there are several key indicators to consider:

  • Increase in sales, particularly in e-commerce channels
  • Percentage of repeat customers
  • Analysis of market trends and variables
  • Employee engagement and advocacy
  • Customer behaviour and feedback
  • Consistency across various brand elements

Ultimately, measuring the effectiveness of brand-building efforts requires a multifaceted approach. By staying consistent in their efforts and regularly evaluating performance against key metrics, businesses can continuously refine their brand strategies and drive long-term success.


Purpose Media can help build your brand

If you’re looking to enhance your company’s perception, earn the trust of your customers and employees, and outshine competitors with a consistent brand identity, perhaps it’s time we had a conversation.

At Purpose Media, we specialise in crafting brands that captivate audiences and attract new customers.

Give us a call today to discover how we can help you build a stronger brand presence.