Branding – The tried and tested ‘shortcut’ built for 21st-century decision making.
Since the dawn of time, we humans have always been faced with hundreds if not thousands of daily decisions in order to successfully navigate our lives. Primitive decisions such as drinking when thirsty, eating when hungry, sleeping when tired, and running when we hear a Sabre Tooth Tiger rustling in the bushes behind us, are all vital to our general well-being and future happiness.
Over time, we build upon our own personal archive of decision-making ‘shortcuts’, which are typically based upon our own personal life experiences, and the life experiences of other humans we know, like and trust. These decision-making ‘shortcuts’, whether learned or inherited, save us time in our busy lives and allow us to think quickly when faced with a decision, allowing us to commit to our actions and progress with confidence.
Fast forward a few hundred thousand years and despite the severe lack of Sabre Tooth Tigers prowling our high streets, living in the digital age can be just as formidable. Not only are we challenged with the same primitive decisions as those of our ancestors, but we’re now bombarded by hundreds, if not thousands of additional daily decisions across multiple platforms, all of which promise to provide us with everything we need to live our best life.
But what does any of this have to do with branding or the role branding plays in 21st-century living?
Well… In 2023 according to Statista, there’s an estimated 334 million companies worldwide, and a large percentage of those companies offer the exact same products or services as their direct competitors. So, in such a highly competitive market, how does any ambitious company stand out from the crowd to become the go to supplier in their industry?
"Branding, of course – Arguably the most powerful business tool since the spreadsheet.”
Marty Neumeier
What is branding?
Branding is the understated superpower of every successful business! Not to be mistaken by the humble logo, which is often the first thing that pops into our heads when we think of familiar brands. A brand’s logo is merely the first layer of a much bigger branding solution that’s designed to support and strengthen the bond between itself and its loyal community of brand fans at every opportunity.
A great branding solution is a carefully curated ecosystem that has the power to satisfy, delight, engage and empower individuals to not only invest in the company it’s representing but also transform those same individuals into passionate brand advocates who are eager to spread the word and provide others with the reassurance they need to commit to this brand.
Why we need branding!
In today’s highly competitive and often overly-stimulating marketplace, a well-produced and properly curated branding solution is a tried and tested ‘shortcut’ built for 21st-century decision-making. Brand psychology studies show that we as consumers invest in a brand long before we make a purchase, and that’s because a brand provides a company with the same personality traits, core values and beliefs we look for in other humans we know, like and trust. It's a familiar comfort blanket that reassures us that this brand is the perfect choice each and every time we’re presented with a decision. It’s the reason we choose between NIKE and Adidas, Starbucks and Costa, Apple and Microsoft and Audi and BMW. Choices that define us as individuals and provide us with a sense of belonging in the 21st century, are something that every ambitious business needs to consider if they want to thrive in today’s busy marketplace.
Great branding solutions have the potential to build businesses, out-manoeuvre competitors and even disrupt entire industries by triggering meaningful change. But none of this change is possible if your brand solution doesn't delight, engage, or empower your customers to take action. Your brand is not what you think it is, it’s what your customers think it is! And, it’s our job to discover and develop the perfect solution that not only stimulates the mind of your audience but deeply resonates with your ideal customers so they feel compelled to invest in you, your brand and the lifestyle you’re selling.
Recommended Reading List:
- Branding In Five and a Half Steps by Michael Johnson
- The Brand Gap by Marty Neumeier
- Influence by Robert Cialdini
If you’d like to know more about the benefits of branding and how it could help your company stand out from the crowd, contact us and book your free discovery call.
