At BrandStorm, we’ve seen firsthand how a strong brand can transform not just how a business is perceived, but also how it operates and grows. Branding goes beyond logos and colors—it’s about creating a powerful narrative and experience that touches every part of your business. Here are the eight key areas where a strong brand can make a profound impact.
1. Marketing Efforts: Clarity that Drives Conversion
Are you pouring money into marketing but not getting the returns you expected?
One of the most common reasons for poor marketing performance is a lack of brand clarity. Without a defined brand identity, it’s difficult to communicate your unique value to the market.
A strong brand provides that clarity and sharpens your message and provides consistency, allowing your marketing efforts to resonate with your ideal audience.
According to LucidPress, consistent branding across platforms can increase revenue by 23%.
At BrandStorm, we’ve seen our marketing partners report up to 3x the conversions after refining the brand for their clients.
Big Brand Example:
Consider Apple’s iconic brand message of innovation and simplicity. This has driven its marketing efforts for decades. Even without constantly pushing product features, Apple builds emotional connections with customers by consistently focusing on the experience and lifestyle they offer.
2. Losing Business to Competitors: Stand Out by Focusing on Aspirational Value
Many companies spend excessive time refining their products or services, but that’s not always what attracts customers.
The truth is, customers don’t buy what you sell—they buy why you sell it. Strong branding shifts your focus from competing on features and benefits to offering aspirational value that resonates with your audience.
By clarifying your "why" through branding, you’ll help customers understand the real value you provide, making you more than just another option.
Companies that invest in emotional connections with their customers outperform their competitors by 85% in sales growth, according to a study by Gallup.
Companies that invest in emotional connections with their customers outperform their competitors by 85% in sales growth, according to a study by Gallup.
Big Brand Example:
Nike doesn’t just sell shoes—they sell the idea of achieving greatness through their "Just Do It" mantra. This aspirational branding allows them to charge premium prices and retain customer loyalty, even in a competitive market.
3. Old Strategies No Longer Working: Rebrand to Innovate
Over time, businesses can become stagnant, relying on outdated strategies that once worked but no longer resonate with the market.
A strategic rebrand can breathe new life into your business by modernizing your brand, positioning it for the future, and aligning it with today’s market needs.
A rebrand not only refreshes your visual identity but helps you take a deeper look at what’s working and what isn’t.
According to McKinsey, companies that regularly refresh their brand strategy see 33% higher returns to shareholders..
Big Brand Example:
The British luxury brand Burberry went through a major rebrand in the 2000s, pivoting from a traditional, outdated image to one that embraced a modern, youthful appeal. The rebrand revitalized the company, and today, Burberry is a global fashion powerhouse.
4. Attracting and Retaining Top Talent: Build a Brand Employees Love
If your brand lacks clarity, authenticity, or purpose, it can be difficult to attract and retain top talent. If you’re struggling to hire or retain top talent, it might be a branding issue
A compelling employer brand is key to reducing turnover and inspiring loyalty. Employees today want to be part of something bigger—they seek alignment between their employer’s values and mission and their own.
Simon Sinek said it best: “If you hire people who believe what you believe, they’ll work for you with blood, sweat, and tears.”
Companies with a strong brand culture and clear purpose have 41% lower employee turnover, according to LinkedIn's research.
Big Brand Example:
Patagonia isn’t just a successful outdoor brand; it’s a company employees are passionate about because of its clear commitment to environmental and social causes. Patagonia’s purpose-driven culture is a magnet for top talent who want to work for a brand they believe in.
5. Brand Perception Misalignment: Align Your Brand with Market Expectations
If there’s a disconnect between how your brand is perceived and how you want it to be perceived, that’s a clear signal of a branding issue.
This misalignment can lead to brand conflict, where customers are confused or even alienated by mixed messaging.
During a strategic rebrand, we help address this by analysing customer feedback and adjusting your brand communication to be more relevant. This in turn helps realign your brand’s perception with its intended positioning, creating cohesion and clarity in the market.
Studies show that 59% of consumers prefer to buy from brands they trust. Realigning perception with reality builds that essential trust.
Big Brand Example:
Pepsi’s attempt to shift its brand perception in 2017 with a controversial ad was a branding misstep, showing the importance of aligning your message with your audience. A subsequent effort to refocus on its core values and customer expectations has helped Pepsi regain its standing.
6. Long-Term Value and Brand Equity: Build an Asset That Grows Over Time
A strong brand doesn’t just create short-term success—it builds long-term brand equity that increases the overall value of your business. Brand equity allows your company to command higher prices, build customer loyalty, and create a lasting competitive advantage.
According to a study by Nielsen, 59% of consumers prefer to buy new products from brands they are familiar with, showing how brand equity can create lasting customer trust and influence purchasing decisions.
Big Brand Example:
Coca-Cola’s brand equity is so valuable that its brand alone contributes billions to its overall market valuation.
The company’s market cap, excluding brand value, is around $87 billion,
but when factoring in its brand, that number jumps to $245 billion.
That’s the power of strong brand equity.
7. A Lack of Authenticity, Transparency, or Purpose: Build an Authentic Brand Culture
As businesses grow, it’s easy to lose sight of the original purpose that once defined them. Expansion often brings new challenges, from operational complexities to shifting market pressures, and that initial clarity of purpose can become blurred.
This disconnect between a company’s internal culture and its external messaging can lead to misalignment, affecting both employee engagement and customer loyalty.
When employees don’t feel connected to the company's values, they are less motivated, and when customers sense a lack of authenticity, they lose trust.
Studies show that purpose-driven companies grow three times faster than their competitors because they create deeper emotional connections with both customers and employees.
These brands also tend to foster stronger loyalty—86% of consumers say authenticity is a key factor in deciding what brands they like and support.
Big Brand Example:
Unilever, through its Sustainable Living Plan, has integrated purpose into its core strategy. Their Dove brand has been built on strong social missions—focusing on redefining beauty standards. Unilever found that Dove grew 69% faster than the rest of the business and accounted for 75% of the company's overall growth, showing the power of authenticity and purpose in driving long-term success.
8. Expansion and Diversification: Unlock New Opportunities Under a Strong Brand
When your brand is strong, expanding into new markets or diversifying your product offerings becomes significantly easier.
A well-established brand comes with built-in trust, making it easier for customers to embrace new products or services.
Whether you're entering a new geographical market, targeting a different customer segment, or launching a completely new product, a strong brand reduces the friction of adoption because customers already associate your name with value and reliability.
Additionally, strong branding allows companies to capitalize on brand equity when introducing sub-brands or product lines.
For example, a brand known for premium quality in one category can leverage that reputation to enter adjacent categories without starting from scratch in building customer trust. The ability to cross-sell or up-sell becomes more effective when your brand's promise of value already resonates with the audience.
According to Nielsen, 59% of consumers prefer to buy new products from brands they are familiar with.
Big Brand Example:
Virgin Group is a prime example of this. What started as a record company has diversified into airlines, mobile phones, and more—all under the Virgin brand. Their strong, adventurous brand ethos that runs through everything they do makes it easier to introduce new products and services across industries.
In Conclusion:
A strong brand impacts every corner of your business. It transforms your marketing efforts, helps you stand out from competitors, improves employee retention, and builds lasting value. Whether you’re looking to rebrand for innovation or align your business around a clear purpose, the benefits of strategic branding are vast and measurable.
"Branding demands commitment; commitment to continual reinvention; striking chords with people to stir their emotions; and commitment to imagination."
Richard Branson
At BrandStorm, we specialise in helping businesses harness the full power of their brand. Ready to see how we can help transform your brand into a powerful asset? See below:
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About the author:
Rob Fryer heads up BrandStorm and has successfully helped 100s of businesses rebrand and flourish?
#BrandStrategy #Rebranding #EmployerBranding #MarketingROI #BrandEquity #PurposeDrivenBusiness #BrandExpansion
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