5 elite brand identity strategies every marketer should know (or why branding matters in marketing)

Building a strong brand identity isn’t about sticking to the basics; it’s about establishing a presence that keeps customers engaged and loyal. These five strategies will help you make real, lasting connections and create habits that stick.

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1. Capture Attention in Micro-Moments

Today, brands have seconds to make a connection. Micro-moments—those quick instances when users look for immediate answers—offer the chance to build trust right when it matters. Brands that meet these needs instantly become reliable and relevant, creating stronger engagement.

Example of branded micro-moments

A cooking brand that posts quick, engaging recipe videos for “easy dinner ideas” turns itself into the go-to for convenience and expertise. Answering needs as they arise builds positive associations and reinforces authority.

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2. Use Storytelling to Be Relatable

Storytelling makes your brand’s purpose real. Sharing authentic stories taps into human emotion, making people care about what you stand for. People recognize a real story; they can tell the difference between sincerity and a sales pitch.

Example of brand storytelling

TOMS communicates its commitment to social impact, encouraging customers to get involved. Storytelling improves brand recall by up to 22%, giving customers a reason to remember you. Showing not only what your brand does but why it matters creates a connection that lasts.

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3. Visual Identity: More Than Just a Logo

A brand’s visual identity includes every design choice: colors, typography, imagery, and layout. Brands that maintain consistent visuals build recognition and trust. Familiarity through design helps customers recognize your brand instantly and strengthens reliability.

Example of visual identity

Airbnb’s clean, minimalist color palette and visuals make it recognizable around the world. Consistent branding can increase revenue by up to 23%, appealing to our natural preference for familiarity.

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4. Build Trust Through Brand Advocacy

Satisfied customers make the best promoters, far more convincing than any ad. Brands that prioritize authentic, memorable experiences—like thank-you notes or exclusive offers—turn customers into loyal advocates.

Example of brand advocacy

Zappos grows its business on top-notch customer service, earning customer loyalty. Studies show loyal customers often generate up to 10 times their initial purchase value. Retaining customers costs much less than finding new ones, making this investment in customer experience valuable.

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5. Foster a Community for Lasting Engagement

Great brands create more than just a product—they create a community. Building a community brings customers together, strengthens emotional ties, and builds loyalty. Social media, exclusive events, and reward programs offer ways to grow this connection.

Example of brand community

Starbucks keeps customers coming back through its rewards program, increasing retention by up to 30%. Sharing more than just corporate news on social media, Starbucks builds a brand that customers stay connected to.

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Why Branding Matters in Marketing

Successful brands don’t appear overnight. They grow through consistency and real connections with customers. Smart branding supported by effective brand management builds loyal customers and drives sustainable growth. These strategies show why branding matters in marketing and how you can create a brand experience that makes a genuine difference.

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About the author

Manelik Sfez, founder of the Swiss brand consultancy Ultrabrand, brings 25 years of international business, marketing, and brand strategy experience to the table. He has worked with some of the world’s most iconic brands throughout his career. From luxury goods to global retail, financial services and technological and industry giants, he has guided companies through brand-led transformations that have enabled significant business growth.