Why Brand Has Never Been More Important in Business
In today’s competitive consumer landscape, branding is more critical than ever. A strong brand is not just a logo or slogan – it represents values, builds emotional connections, and differentiates businesses in an increasingly crowded market. For both consumer-facing companies and charitable organisations, the importance of branding lies in its ability to foster trust, loyalty, and long-term value.
Purpose-Driven Branding: Meeting Modern Consumer Expectations
Consumers are increasingly looking for brands that stand for something meaningful. According to the latest research by Kantar, the ability to differentiate through brand identity is key for businesses that want to cut through the noise in a saturated market. Its insight on purpose-driven branding, where a brand aligns itself with societal values or causes, has become a major driver of customer loyalty.
A powerful example of purpose-driven branding is The Co-operative Group (Co-op), where the UK-based retailer is known for its commitment to social responsibility and community engagement. The Co-op has built its brand around ethical values, such as fair trade, sustainability, and community support. For instance, its ‘Co-operate’ platform brings local communities together, and the brand’s pledge to support renewable energy and reduce its environmental footprint resonates with today’s eco-conscious consumers. By aligning its brand with societal concerns, The Co-op has cultivated trust and loyalty among its customer base, proving that a strong purpose-driven brand can drive both business success and positive social impact.
Inclusive Branding: A Key to Success
In addition to purpose, consumers now expect inclusivity in the brands they support. According to a new global study published by UN Women in association with Unilever, there are significant business benefits of inclusive advertising. For example, the research shows that brands which authentically represent diversity have a 62% higher likelihood of being a consumer’s first choice, while experiencing a 16% uplift in longer-term sales and a 15% higher customer loyalty rate. Brands that embrace inclusivity not only reflect societal values but also build stronger emotional connections with their audiences.
This is evident in the work of Comic Relief, a UK charity that consistently integrates diverse voices and communities into its fundraising campaigns. By showcasing a wide range of experiences and backgrounds, Comic Relief fosters a sense of inclusivity and belonging among its supporters, strengthening its brand appeal. The charity’s use of inclusive narratives helps build emotional connections with donors, resulting in increased engagement and donations.
Charitable Branding: Building Trust and Loyalty
For charities, branding plays a vital role in differentiating them from other organisations and securing public trust. Macmillan Cancer Support, one of the UK’s most trusted charities, is a prime example of how consistent, purpose-driven branding can elevate an organisation. By focusing its brand on supporting people affected by cancer, Macmillan has built a reputation for compassion and reliability, which translates into steady donations and continued public support.
Similarly, WaterAid UK leverages its brand identity to evoke both urgency and hope. Campaigns like ‘Water Changes Everything’ connect emotionally with supporters by emphasising the impact of clean water on communities worldwide. By creating strong, emotional connections through its brand, WaterAid has successfully attracted corporate sponsors and built a loyal donor base.
The Role of Digital Engagement
In a world where attention is fragmented across countless platforms, capturing and maintaining consumer focus is essential. Research from Lumen shows that brands with attention-grabbing digital campaigns tend to see better long-term outcomes, including greater customer loyalty and recognition.
One brand that has successfully embraced digital trends is the British bakery chain, Greggs. It has effectively modernised its image by using humour and cultural relevance in its marketing, such as the viral launch of its vegan sausage roll. By tapping into consumer trends and using engaging digital content, Greggs was able to reach new demographics and increase its visibility in the market.
Strategies for Strengthening Consumer-Facing and Charitable Brands
For both consumer-facing companies and charities, there are several key strategies that can help build and maintain a strong brand:
Invest in Long-Term Brand Building: Retailers, as well as charities have shown the power of investing in consistent, long-term brand strategies. This approach creates emotional connections and builds trust over time, ensuring loyalty and sustained support.
Align with Purpose and Values: Purpose-driven brands have successfully aligned their brand with societal concerns, such as sustainability and social responsibility. This alignment attracts customers and supporters who share these values, leading to deeper emotional connections.
Embrace Inclusivity: Inclusive branding isn’t just a moral imperative – it’s a business one. By embracing inclusivity brands can foster stronger connections with a diverse range of audiences and drive business outcomes.
Leverage Digital Marketing: Digital platforms can offer significant opportunities to engage with consumers in creative and impactful ways. By using humour, trends, and engaging content, brands can stand out in a crowded digital landscape.
As consumer expectations evolve, the role of branding in business has become more important than ever. Whether it’s a consumer brand or a charity, investing in a strong, purpose-driven, and inclusive brand identity is essential for long-term success. Brands that reflect modern values, capture attention, and create emotional connections will be best positioned to thrive in today’s competitive landscape.
Sources:
BrandZ Top 100 Most Valuable Global Brands Kantar
New study shows inclusive advertising is better for business Unilever
Link Between Attention & Drivers of Brand Outcomes Revealed in New Research ExchangeWire
