In an overcrowded marketplace, how do you make your brand truly stand out? A good logo and color palette alone no longer cut it. Strong brands set themselves apart with a solid strategic foundation, from brand values to positioning, shaping how they are seen and remembered. That foundation is what makes the difference between blending in and breaking through.
Start with the brand: build an authentic identity
Great brands start from within, with a clear sense of purpose and belief. Simon Sinek’s Golden Circle still stands: the most successful brands don’t start with what they do or how they do it, but why they do it. That “why” drives their core values and forms the backbone of everything they create: from product to customer experience.
Strong core values create an authentic brand identity, something consumers are increasingly looking for. By communicating these values consistently and transparently, you can earn the trust of new and existing customers. Research even shows that 64% of consumers trust a brand because of shared values.
For clients like Recor Seating and Belform, both furniture makers, we developed distinct identities grounded in their unique missions and target audiences. Belform speaks to a different customer with robust, functional design, while Recor Seating appeals to those seeking the perfect blend of comfort and aesthetics.
Position your brand: claim a place in people’s minds and hearts
Identity alone isn’t enough. A strong brand also needs a clear positioning: a unique space it occupies relative to competitors. Brand perception plays a key role here. It’s not just about price, but also about the emotions, values and experiences you evoke.
Take our work for Het Gerechtshof in Hasselt by developer Kolmont. We built a brand around the idea of quiet luxury, understated elegance that resonated deeply with their audience. The result? 70% of the apartments were sold at launch.
Create recognition: invest in distinctive brand assets (DBA’s)
With your identity and positioning in place, it’s time to translate strategy into visual (and even sonic) brand assets: logos, color palettes, typography and more. These brand assets boost recognition and make sure your story stays consistent across every touchpoint.
Studies show that consistent branding can increase revenue by up to 33%, while color alone can improve brand recognition by as much as 80%. If anything, it confirms the value of a coherent and distinctive visual identity everywhere your brand shows up.
Fresh and familiar
Brand distinction is a balancing act. On the one hand, you need consistency to build recognition. People trust what they already know. On the other, you need to surprise and evolve to stay relevant. Because: those same people are attracted by new things. Authenticity and positioning are the constants that help you manage that paradox, keeping your brand relevant for the long haul.
Ready to level up your brand?
Branding isn’t a cosmetic extra. It’s your strategic foundation of your brand. From clear identity to sharp positioning and consistent brand assets: every piece plays a part in building long-term preference and growth.
Time to lay that foundation?