Jez Frampton, Interbrand’s CEO was quoted when speaking at Rise, Hong Kong in August (1), saying that “brands are business strategy brought to life”.

According to the Economist, brands are the most valuable assets many companies possess (2). To give you an example, think McDonald’s promoting happiness from the cradle to the grave by capturing children’s attention from a young age with Happy Meals. Or Nike championing the concept of the underdog that becomes the champion, a story everyone can relate to whatever your background.

As consumers of brands, we attach ourselves to the values they promote and how they relate to us. A brand must be purposeful and inspire loyalty. If we don’t relate to them, we don’t consume them and the brand will cease to exist.

However, applying the following points will help you to push your business forward by elevating your relationship with customers to a brand level rather than merely another service provider:

1. Understand what your brand is

What do you do and what values do you embody that characterise this. 

2. What differentiates you from the competition

What makes you special. Find your unique selling point to push your brand forward with confidence and purposefulness.

3. How does the brand interact and influence its environment

Labour made significant gains in the UK 2017 general election, propelled forward by millennials who voted for promoted values such as trust, community, and fairness. If this is what millennials believe, then it is important to take notice and model your brands on their outlook, as they are ultimately your customers too.

4. What does the future hold for the business and will the brand change

Understanding trends and the rising influence of technology to change the playing field is important. Keeping up-to-date with developments politically, economically and technologically will ensure the brand stays relevant against an ever-changing consumer landscape.

5. How it is perceived by its customers

People run brands. From customers experiencing them to the staff that works within. People are more likely to be involved in a brand if the brand has a strong sense of purpose. It encourages confidence in your brand and will mean people will continue to use it.


Thank you for reading – I hope that asking yourself these questions candidly will help you to reflect on how your brand is perceived by your customers, and find greater clarity on what you can do to win a place in your customers’ hearts. It’s this business strategy that can yield a long and prosperous future for your business.



(1) – https://vimeo.com/229652119
(2) – http://www.economist.com/news/business/21614150-brands-are-most-valuable-assets-many-companies-possess-no-one-agrees-how-much-they

Leave a comment

Your email address will not be published. Required fields are marked *