Imagine if Apple had no branding. No iconic commercials, no clear messages, no consistent design language, no Steve Jobs turtleneck genius image, no LSD garage origin story. Perhaps Apple today would be just another tech company that gets lost in the crowd despite its progressive ideas. Instead, through consistent branding, Apple has created a unique identity that goes far beyond products. It has become a symbol of innovation and lifestyle. And it means something to the people who use the products and recommend them to others.

We see: Branding has the power to create a special value that is much more human than you would expect from all the mission and vision statements in offices. But we’ll get to that later.

In this article, we shed light on the concrete benefits that strong branding can bring to your company. You will learn why it is an investment that pays off in the long term and which steps – from strategy to conception to rollout – are crucial. With tangible facts and figures, we show how branding can increase ROI and why it is essential to address the topic today.

Branding and marketing are often confused. Briefly explained from our point of view (let’s stick with the building metaphor): Branding is the foundation on which marketing can be built. Without strong branding, marketing is like a house without a foundation: it lacks any stability. Branding is crucial for shaping the image and reputation of a company or product, and it does so on several levels. It is a future-oriented process that builds a real and strong identity. Marketing focuses on increasing sales and attracting new customers. It can be a short-term action that aims for quick wins. The thing is: without good branding, marketing cannot be effective as there is no clear message that can be conveyed. That’s basically it.

Now we come to the heart of the matter: the true value of branding. Brands like Apple and Patagonia have managed to evolve from being perceived as a mere product to a feeling and that is: Trust. Yes, the real secret of branding lies in trust. Customers turn to brands that are authentic, consistent and reach their emotional level. Trust is the invisible thread that binds people to a brand. Achieving this today is more difficult – and at the same time more important – than ever before.

Another prime example of strong branding is Patagonia. The brand has not only established itself as an outdoor clothing manufacturer, but also as a pioneer in environmental awareness and social responsibility and this is the famous message mentioned above. Patagonia’s branding is anchored in strong values and is evident in every communication and every product.

Patagonia focuses on authenticity and transparency. With their “Don’t Buy This Jacket” campaign, they encourage consumers to This creates trust and sets them apart from the competition. A study by Nielsen from 2015 shows that 66% of consumers are willing to pay more for sustainable brands. Patagonia cleverly capitalizes on this awareness by positioning their products as durable and environmentally friendly. Their commitment to sustainability and social justice has earned them a loyal customer base.

Strong branding is not a cheap affair, but it is an investment that pays off. According to a study by McKinsey, companies with a strong brand image can increase their ROI by up to 20%. The investment costs for an authentic corporate identity (CI) can vary depending on company size and market, but are often in the five- to six-figure range.

The process begins with strategy development, which lays the foundation. This involves defining the brand identity and analyzing the target group. This is followed by the conception, in which visual and content elements are developed. The rollout includes the implementation of the CI in all communication channels and products. Finally, continuous maintenance and adaptation is crucial to keep the brand relevant and authentic.

The work is divided into phases: Strategy, conception, implementation, rollout and ongoing support. Each phase requires time and resources – the result is a strong brand that creates trust and ensures long-term success.

Well thought-out branding creates an emotional connection with the target group and sets a company apart from the competition. Investing in branding pays off by strengthening customer loyalty and promoting brand loyalty. Let’s take another look at Apple and Patagonia – they show that strong branding not only boosts sales, but also increases company value in the long term.

In a world where consumers are bombarded with countless brand messages on a daily basis, it is crucial to have a clear and consistent brand identity. This investment in your brand is key to staying visible in a crowded marketplace and reaching your target audience in a sustainable way. It’s the difference between a company that simply exists and one that truly lives and breathes.

Now we at Zeitgeist come into play. Anyone who has been able to maintain their attention span for the duration of this article now knows that good branding requires you to look deeper than it might initially appear. That you have to connect brands with a story and feelings in order to build and secure trust with the target group and within your own company. And that good branding has real value for a brand. If you want to find out more about exactly how we do this, you can read one of our related blog articles about how we work and our workshops. Or contact us right away.