Brand-building beyond the Logo

Think about the last time a brand truly impressed you. Was it their logo? Or was it something deeper—the way their product solved your problem, how their team went above and beyond, or how they made you feel valued?

A brand manifests in countless touchpoints:

• The product that makes someone's day better

• The packaging that creates a moment of delight

• The message that resonates personally

• The store experience that connects

• The service that turns customers into advocates

And its backed by data

• 95% of purchase decisions happen in the subconscious, influenced by brand familiarity and emotional connection (Harvard Business Review).

• Two-thirds of consumers say their brand loyalty is driven by great customer experiences, not just products (PwC).

Creating a Living, Breathing Brand

Memorable brands build connections through a thoughtful cascade of communication:

Brand Purpose: The foundational "why" that drives everything. It's the reason your brand exists beyond profit—your contribution to customers' lives and society at large. 

Long-term Campaign: A consistent platform rooted in genuine consumer insight that can live for years. Think of it as your brand's north star, guiding all communications. The best campaigns tap into deep human truths that remain relevant over time.

Communication: This is where your campaign comes to life across channels. It's flexible enough to:

• Tell your brand story in fresh, engaging ways

• Tap into cultural moments that matter to your audience

• Introduce new products while maintaining brand consistency

• Create claims that drive purchase decisions

Let's see how this cascade works:

Take Nike's "Just Do It." The campaign platform is built on the insight that everyone has an inner athlete waiting to break free. This powerful truth has sustained the campaign for decades. From this platform flows various communications:

• Inspiring stories of athletes overcoming obstacles

• Cultural moments like supporting Colin Kaepernick's stand for social justice

• Product launches featuring new running shoe technology

• Performance claims or testimonials that help close the sale

Or consider Dove's evolution:

• Purpose: Helping women develop a positive relationship with beauty

• Campaign Platform: "Real Beauty," based on the insight that beauty standards make women feel less confident

• Communications: From documentary-style films to social media movements

• Product Messages: Specific claims about moisturizing benefits that connect back to feeling beautiful in your own skin

The key is maintaining clear connections between these levels:

• Each cultural moment reinforces the campaign platform

• Every product story fits naturally within the brand world

• All claims and benefits ladder up to the bigger brand story

Three questions worth reflecting on:

• Does your brand purpose translate into a campaign platform that connects with human truth or consumer insight?

• Do your communication and claims ladder up to your broader brand story?

• Are you consistent using assets that consumers associate with your brand?

The beauty of modern brand-building lies in this delicate balance:

• Between enduring purpose and cultural relevance

• Between emotional storytelling and practical benefits

• Between consistent campaign platforms and dynamic communications

• Between big brand ideas and specific product claims

Ultimately, a brand isn't just what we see—it's what we experience across every touchpoint. It's about looking and feeling coherent. And it's not just about what we say—it's about how we connect what we say to what people care about.