Branding in 2022
Part of being human is that we’re wired to be dissatisfied. It is this dissatisfaction that evolved the human race into our global technological cultures. Traditional marketing is designed to take advantage of this human trait. Marketing is promised happiness. So, what is branding in 2022, and how can we feel good about it? Authentic branding is the search for values that resonate with the market.
"There are only two tragedies in life: one is not getting what one wants, and the other is getting it."
Oscar Wilde
Authentic branding, suffice to say, branding that is honest and true to the organisations values, personality and purpose, is the process of building an honest identity around the organisation. Authentic branding builds an identity around the organisations truest, purist, purpose, and this sense of purpose emanates through everywhere the brand comes into contact with shareholders and potential shareholders.
In 2022 we need to do branding a little differently, with more choices than ever in most markets, consumers have the hardest job ever in choosing what organisations they buy into. Because of this knowledge, and organisation-customer interaction, is it still right to call them consumers? Are they only consumers of the products, or do they in fact have more agency, more say in the future of the company? Perhaps the term stakeholder is a better fit.
Purpose-led branding is the tonic to huge mass consumer brands that loose their way in their scale.
If there is one rule we can distil our approach into it is this:
"Value and consistency create identity."
—Jony Ive
Value in the organisations product/ service. Consistency in their delivery, brands expression. This is the more-valueable-than-gold-magic that builds the organisations brand equity. There is no quick fix. When you think of the most successful organisations in the world, what do all of their brands have in common? They consistently add value to your life. Its that simple.
We need to double-down on this, and in helping our clients find their “raison d'etre” or “reason for being” - its their purpose that resonates with stakeholders, gets employees to get excited, innovate and behind their employer. “Purpose” is the difference between average brands and truly great brands.