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A strong brand isn’t just a marker of identity but a driver of commercial success. Brand shouldn’t be the wrapping at the end of a string of internal business decisions, it should be the thing you consult to make those decisions in the first place.
For a simple paradigm, this is what we’re thinking when we talk about a strong brand platform:
1 - Knowing your audience.
2 - A clear, compelling, single-minded mission that holds you to account. Your why.
3 - A set of values or principles that dictate what you do, and that reflect the people you’re talking to.
4 - A unique selling proposition. The gold that sets you apart from your competition.
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Think it’s overrated? Read on, my friend. Give us a chance to make the case for brand.
Reason 1: A Driver of Choice
A strong brand does more than stand out, it compels action.
Let’s tuck into some neuroscience. There are two cognitive processes that inform decision-making. System 1 and System 2 thinking. System 1 thinking is like your brain on autopilot - quick, automatic, and based on gut feelings. Often triggered by stimuli in the environment, prone to errors and biases. On the other hand, System 2 thinking is more like putting on your thinking cap - slower, more deliberate, and logical. Requiring conscious effort, analysis, and reasoning.
When it comes to brands, triggering System 1 thinking is where gains are made. Get everything set up in the right way, so that autopilot decisions are made in your favour. This is about driving recognition and emotional engagement. Creating an immediate, almost visceral response in the consumer that says, "This is right for me." This is where building a brand profile comes in; where visual identity (logo, colour palette, distinctive brand assets), consistent messaging, and the emotional resonance of a brand play pivotal roles. They not only make the brand recognisable but also make it a preferred choice amidst a sea of options.
Take one of the most obvious (and therefore boring, sorry) examples: Coca Cola. They own a colour, a bottle shape, a swirling logo. Any of these, individually, not only spark recognition in a consumer - they deliver a brand promise: open happiness.
Byron Sharpe, in his seminal book "How Brands Grow," emphasises the significance of these systems in branding: "The mental availability of a brand is enhanced by the ease with which it can be recalled in buying situations. Strong brands are salient brands, often evoked by memories and associations that are triggered instinctively by context or needs." Be the choice at the point the choice is made = win.
Reason 2: Resiliency
In times of uncertainty and change, a strong brand strategy can be a beacon of stability for a company. During economic downturns, crises, or market disruptions, brands that have invested in building a robust identity can navigate challenges more effectively, maintaining customer trust and loyalty when it counts the most.
Case Study: Toyota, and resilience through Japan’s natural disasters in 2011.
Take the example of Toyota, a brand synonymous with reliability and quality. Following the devastating 2011 earthquake and tsunami in Japan, Toyota faced significant operational disruptions. Yet their established brand strength played a crucial role in their recovery. Customers remained loyal, trusting Toyota to overcome supply chain hurdles and return to full production capacity without compromising on quality. Toyota's commitment to innovation and customer service, core aspects of their brand, were instrumental in their resilience.
Says Daniel Kahneman, Nobel laureate and author of "Thinking, Fast and Slow": "A strong brand acts as a promise to customers, which becomes particularly salient in times of crisis. When everything else is in flux, customers gravitate towards brands they can trust."
Reason 3: Company Culture
A strong brand extends far beyond external marketing efforts; it is deeply ingrained in a company's culture. It serves as a unifying force, aligning every department and team member to the organisation’s core values and mission. This unity fosters an environment of shared goals and mutual support, which enhances overall productivity and job satisfaction. Everyone’s a winner.
Learning from Air New Zealand’s brand as an example. Brand pillars that directly inform the development of the people in the company, marketing direction, health and safety policies.
-As ‘passionate ambassadors for New Zealand’, they embrace Aotearoa’s culture and shared values, giving them an authentic place to start from in talking to their customers.
-The brand is committed to delivering ‘Kiwi can-do customer service’ - this becomes the benchmark in staff training.
-Safety as a brand pillar translates to achieving a "Zero Harm" work environment; protecting their people, customers, and communities.
The business case for a strong brand is evident. And shouldn’t be an afterthought. As we've explored —consumer choice, business resiliency, company culture—a robust brand platform does more than just distinguish a business in the marketplace. It drives commercial gains by fostering customer loyalty, enabling agility during crises, sparking innovation, and unifying the workforce.
At Brand+Butter, we understand the complexities and nuances of brand building. Our approach, steeped in creativity and strategic insight, ensures that every aspect of your brand aligns with your values and speaks directly to your audience. Whether you're looking to redefine your brand or strengthen an existing one, give us a call.
