5 ways to build a brand consumers find irresistible
This year has been volatile for brands. With tariffs taking effect, the job market slowing, and consumer spending barely keeping pace with inflation, it’s no surprise that ad spend has slowed in tandem.
Amidst economic uncertainty and an onslaught of unanswered questions, brands are increasingly looking for demonstrable ROI in their marketing and design budgets. Some may choose to invest in a costly new campaign or commit to a new brand identity, while others will default to slashing their budgets altogether.
Cutting marketing dollars is more of a short-term band-aid than a long-term solution. Research by Analytic Partners following the 2008 financial crisis found that 60% of brands that increased their marketing investment during that period generated a positive ROI. While AI disruption, political polarization, and evolving consumer behaviors are contributing to today’s economic challenges, the core lesson still holds: Even in uncertain times, stepping off the marketing gas is rarely the answer.
This undeniable power of attraction is hard to come by. But it’s not impossible when considering a series of five crucial—and measurable—factors that, once met, can be part of a strategy to increase an overriding choice decision that sometimes can be determined spontaneously or irrationally.
1. Resonance. You must find ways to resonate with your consumers. The companies that resonate the most are the ones that go out of their way to tell emotive stories and bring them to life through every aspect of their brand expression.
They develop heartfelt narratives that forge emotional connections with their audiences. These connections increase brand love and go the distance in fostering a consumer’s relationship with a brand. Brands like Dove set the standard here. By tapping into a deep human need for self-acceptance and belonging, Dove created an emotional connection that went far beyond functional benefits.
2. Relevance. Never underestimate the importance of staying relevant. While resonating with customers requires tapping into their emotional center, relevance speaks more to a clear sense of utility.
Does your brand matter to consumers by being both useful and timely? We know that when inflation rises, wages stagnate, and purchasing power fades, consumers spend only on what they deem most important. For Olipop, the unmet need was gut health and soda enjoyment. Using nostalgic yet modern design and uplifting brand world, it gave consumers permission to reintroduce soda into their daily lives.
3. Differentiation. Most marketers would consider this their professional reason for being but outlining a distinct market position and effectively executing it are two inherently different things. It’s important to be both unique and recognizable, but if you don’t express it with clarity and confidence, you will get lost in the mix. Oatly didn’t just market oat milk as another dairy alternative—it defined a cultural position: irreverent, planet-positive, and anti-establishment.
4. Unification. Brands must build a comprehensive toolkit of assets that are united across every touchpoint and channel through which a consumer might interact. But that doesn’t mean being rigid or inflexible. For example, McDonald’s maintains global consistency in its core messaging, design, and product offerings while adapting locally and offering country or culture-specific menu options.
5. Authenticity. Authenticity should always be top of mind when connecting with consumers. It’s not just about defining a clear set of values or beliefs. It’s about ensuring each message your brand shares are as close to those beliefs as possible.
More than two-thirds (70%) of consumers spend more with authentic brands. From press releases to tweets to Super Bowl spots to new logos, consumers know when they’re being sold a line—and they respond in kind. Brands like Patagonia and Ben & Jerry’s—literal poster children for principle-led brands—continue to lead their categories by acting on their values in visible, credible ways.
FINAL THOUGHTS
What will separate the winners from the losers over the next year is knowing how to precisely focus marketing investment on places where a company needs that added push the most. This requires a company to harness the ability to magnetize their brand, fostering deep emotional attraction, and turning consumers into loyal advocates by making their company the one consumers want above all others.
Jonathan Ford is the founding partner and group chief creative officer of Pearlfisher.