Beyond Traditional Branding | From Visibility to Genuine Connection
For ages, branding has been about getting noticed, logos emblazoned across massive billboards, catchy jingles drilled into memory, and a never-ending stream of ads.
But in today’s hyper-saturated digital realm, attention slips away in the blink of an eye. The old tactics, obsessed with mere recognition, are crumbling under an avalanche of content and AI-powered automation.
The real challenge now isn’t just to be seen, it’s to be trusted.
The brands that truly thrive don’t scramble for fleeting attention; they build unwavering belief.
- Rolex doesn’t shove its presence in your face.
- Apple doesn’t desperately seek to be recognised.
- Liquid Death doesn’t need traditional brand-awareness campaigns.
Instead, they’ve crafted identities that people gravitate towards naturally, becoming symbols of reliability, status, and even rebellion.
The future belongs to brands that aren’t just familiar but feel irreplaceable.
Going Beyond Positioning | Crafting an Engaging Environment, Not Just a Message
The old “mentally illogical” guard of marketing loved to talk about positioning, finding a neat little slot in the consumer’s mind and sitting there comfortably. At this point I have to admit that I’m old school though, and as Jethro Tull would say, “I’m Too Old to Rock ’n’ Roll: Too Young to Die.”
Times have changed. The modern approach is far grander, and moreover, complex enough to need to be told in a simple way:
It’s about crafting a rich and immersive environment where customers don’t just make purchases; they feel like part of something greater.
Nike is championing a lifestyle of determination and achievement. Patagonia is equipping those who genuinely care about the planet. Apple is inviting you into a seamlessly connected digital existence.
Success today isn’t about sculpting a hyper-grandiose positioning statement; it’s about fostering an atmosphere so compelling that people choose to stay.
Branding Using Rituals, Symbols, and Story-Building
Great brands don’t just exist; they mean something. And meaning is built through rituals, symbols, and story-building that transform an ordinary purchase into something quite extraordinary.
Rituals elevate even the simplest products. The way a Porsche engine roars to life isn’t just a functional detail, it’s a ceremony. The unboxing of a new iPhone feels almost sacred. And let’s not forget how a morning cup of Starbucks coffee is, for many, a daily rite of passage.
Symbols, too, hold immense power. A Supreme hoodie isn’t just a garment; it’s a badge of belonging. The Rolex crown isn’t just a logo; it’s a mark of prestige. These aren’t just products; they’re shorthand for entire lifestyles.
And then there’s story-building. Brands used to tell stories, but today, the best brands build them alongside their customers.
- Lego invites fans to co-create new designs.
- Harley-Davidson thrives on the personal adventures of its riders.
The most successful brands don’t dictate narratives; they provide a canvas for customers to paint their own.
This goes beyond the great work done by Ted Matthews -AHO- on Service Design -2021- which could be applied to branding. Indeed, this is understandable because, in both cases, we are talking about people-driven experiences.
This reshapes how people experience and interact with brands on a profound level, offering companies a way to cultivate lasting customer relationships through meaning rather than mere convenience.
Branding Back to a Business-Driven Practice
Branding is more than aesthetics or clever messaging, it’s about business. A brand must be a strategic asset, deeply embedded in a company’s operations and growth strategy.
The best brands prove their value through every customer interaction.
Too many companies treat branding as a glossy layer applied at the end of a business plan. In reality, branding should be the starting point, shaping company decisions, informing product development, and creating lasting value.
Branding with More Common Sense: Sincerity Over Gimmicks
At a time when consumers have never been more sceptical, brands must strip away the nonsense and embrace sincerity. People don’t want polished corporate platitudes; they crave honesty, substance, and a sense of shared values.
The most compelling brands are those that stand for something specific. Liquid Death has turned drinking water into an act of rebellion. Erewhon has made a grocery shop feel like a VIP club. These brands thrive by pursuing something that goes beyond mass appeal, they forge a fierce belief and devotion with their people.
The future of branding is about being the most meaningful voice in the room. It’s about being. The brands that endure will be those inspiring belief, action, and community.
So, ask yourself, are you building a brand that people truly believe in? Or just another name lost in the noise?
In connection with these thoughts, you can also read several articles which will provide you with more information on the evolution of branding practices, the integration of brand and business strategies, and the importance of sincerity and genuine connection in modern branding.
- The Evolution Towards Business and Brand Platforms
- The Brand as a Strategic Platform and Lifestyle Support
- Branding and Marketing as Objective Investments for Growth and Transformation
- En Route to Brands with Purpose
Images
- Roman Odintsov, Pexels
- Liquid Death from Daily Brand
- Ted Matthews and Cristián Saracco, photo from event organised by AEBrand in 2018
0 Comments