The Purpose of Your Brand is to Build Trust
While the concept of brand has evolved, its importance has not.
By Adam Charlton · 13/12/2024
Posted in Insight
The way consumers are engaging with brands is evolving. With more and more choices across every product and service provider, consumers expect different things than they once did. Consumers expect personalised service, positive interactions, and package choice. Personalisation means choice; it means subscription tiers and product ranges. Consumers need to feel unique, cared for, and understood. Today, brands need to do more. Not only do brands need to promise more, they need to deliver on these promises. Consistently. Brands need to be honest and authentic. Today, aside from differentiation, your brand's priority should be to be trusted.
Brand equity, the perception of your company in the minds of your market, has intrinsic value. Putting a number to this is hard, but the most potent brands understand the importance. Branding has evolved far from the early days of consumerism, but a few things remain the same. When designing brands, we must consider the logo design, core values and key messaging. We build the visual elements required for the company to tell the story about their company.
People buy into stories, not things. This is how we engage with others, and it is the same as how consumers engage with companies. For a business to make itself essential to a consumer, it must relate. It needs to engage and tell its story. Every touchpoint and every interaction a consumer has with a brand is essential. Whether it’s a social media advert, in-store interaction, or product interaction, each is important to design to build brand equity.
A product’s perceived importance has many contributing factors. Reliability. Pleasure. Entertainment. Luxury. These are all values that the brand can communicate to its audience. Defining these values is a key part of brand strategy. Again, over time, through multiple positive interactions, this value is something the consumer will come to recognise in the brand. The company will build trust and improve the bottom line through this built equity.
Your brand is the frame you use to tell your company’s story, the story of its products and services. What’s your story?
Are you a Brighton-based business looking to rebrand or create a new brand? We might have something in common…
We’ve been busy building our sister agency in Hong Kong and recently relocated to Brighton! As we establish our branding agency, we’re looking to partner with local companies that want to refresh their brand. We’re running significant discounts to help build our local success stories.
If you would like more information, please get in touch with us at studio@attendtheway.com
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About the author —
Adam is the co-founder of Attend The Way, a Brighton-based branding agency. Adam helps build brands for companies at every growth stage, from startups to industry leaders. Adam has consulted and built brands for some of the world’s most recognised companies.
