Why brands matter: Trust, engagement & confidence.

Brands began as symbols of ownership.

Since the Cognitive Revolution, way back when we were migrating from the African savannah and establishing little settlements and villages all around the world, the role of branding has been evolving. It started as a simple way to signify ownership of an animal, but soon evolved to signify allegiance to a tribe or clan, or membership of a family or a guild. Branding has now evolved into a complex (and often colourful) system of collective belief, which legitimises many of the interactions we partake in on a daily basis.

Trust is the foundation of every brand.

Getting people to agree that a symbol on a sheep’s bottom signifies that I own that sheep, is one thing. Getting people to believe that the shape, colour and wording on printed pieces of paper signify an equivalent value to that sheep, so these pieces of paper can be exchanged for a cow, for example, is really quite another. But it’s because we’ve invested so much trust, value, and meaning into this system over the years, that it now works so well.

Why brands still matter in the digital era.

As our knowledge has developed and technology has evolved, this system has become more sophisticated. But it hasn’t changed much.

We’re now moving into the digital era where bank notes are replaced with digital currencies, so the methods of exchange are not physical, but automated, unseen and intangible. But such is the trust that now resides inherently in these complex systems, that we collectively believe they will work and act in our interests. And if we get an inkling that they are not, we establish a movement to bring them back to task.  

Brand Strategy creates confidence.

One of the things we look for, to give us confidence that we can trust our instincts and believe in these systems, is the presence of a logo or brand mark. For reasons embedded deep within our cognitive function, when we see that mark there in plain view, we have so much more confidence that this thing is genuine. And more importantly, we have much more confidence that this complex system of exchange and ownership that we’re about to engage in to get our hands on that thing, is genuine too.

Why every organisation should invest in its brand.

I know I’m I'm deliberately simplifying a much more complex idea. But it helps explain why brands have become such an important part of the way we interact with people, organisations and ideas.  

The point is simply this: the evolution of brand has closely mirrored the evolution of society. As our systems of trust, exchange and social interaction have become more sophisticated, brands have evolved alongside them – helping us recognise, trust and engage with the world around us.

So, I think the point is simply this: if you're prepared to invest time, energy and resources into building a business, a not-for-profit, or a movement, invest in your brand too. A strong brand gives people confidence in what you're doing, makes it easier for them to believe in your purpose, and it creates the conditions for meaningful engagement and sustainable growth.