The role of brand and authenticity in modern business

In today's business world, branding plays a key role not only in identifying products and services, but also in building trust and loyalty among customers. Authenticity, in turn, is an important aspect that influences consumer perception of a brand. In this article, we will examine how branding and authenticity interact, providing examples from real businesses.

The importance of the brand

A brand is more than just a name or a logo; it is a promise of quality and security. According to marketing experts, a brand is everything a company stands for compared to its competitors, and it can be corporate (e.g. Google), product (Apple), personal (Elon Musk), or service-based (Hilton). For example, Volvo cars are synonymous with safety, while Harley Davidson motorcycles symbolize freedom and individuality. These associations are built through consistent communication of values and promises by the company.

• Nike: Known for its motto “Just Do It,” Nike not only sells athletic shoes, but also inspires consumers to reach their goals.
• Apple: The brand is synonymous with innovation and quality. Its products evoke strong emotions in consumers who identify with the company's philosophy.

Authenticity in branding

Authenticity means truthfulness, transparency, and consistency between the values stated and delivered by a business – a key factor for brand success. In today’s business world, consumers are looking for not only quality products, but also companies that are transparent and socially engaged. Brands that show their weaknesses and work actively to overcome them succeed in building a stronger connection with customers.

• Tesla: Tesla is successfully building a brand around innovation and sustainability, incorporating these ideas into its products and marketing.
• Patagonia: The company actively participates in environmental initiatives and promotes sustainable production. It is not afraid to admit its mistakes and work to improve its practices.
• Ben & Jerry's: Known for its socially engaged campaigns, Ben & Jerry's actively supports various causes, which strengthens customer trust.

How does authenticity create a competitive advantage?

Brands that are authentic are able to build long-term relationships with customers. This includes:

• Creating emotional connections that turn customers into brand ambassadors.
• Improving reputation through transparency and alignment with values.
• Increasing loyalty and repeat purchases.

Integrated marketing communications

Effective brand management requires integrated marketing communications. This strategy involves coordinating various promotional activities to deliver a consistent message to the target audience. It is important for companies to be proactive in communicating with customers and responding to their needs.

• Coca-Cola: Through campaigns like “Share a Coke,” Coca-Cola successfully engages consumers by personalizing its products.
• Starbucks: The company uses social media to interact with customers and gather feedback on new products.

The elements of a successful brand

A successful brand is the result of a combination of visual, communication and strategic elements that create recognition and emotionally connect consumers with the company. Here are some of the main elements and real examples of their implementation:

1. Logo – The logo is the face of the brand, which should be both unique and memorable.
   • Details: An effective logo is minimalist, unique, and memorable. It should reflect the company's identity and mission. For example, Nike's curve not only symbolizes movement, but also looks modern and appropriate for a sports context.
   • Tips: The logo should be adaptable – it should look good on both a business card and a billboard.
   • Example: The Nike logo (the famous “swoosh”) conveys a sense of movement and speed. It is simple, easily recognizable, and universal; the Apple logo, a stylized apple with a bite out of it, is a symbol of innovation and simplicity.
2. Color scheme – Brand colors influence customer emotions and perceptions.
   • Details: Each color carries a different meaning – blue inspires trust (Facebook), red evokes energy and excitement (Coca-Cola), and green associates sustainability (Starbucks). Using a consistent color palette ensures memorability.
   • Tips: Research the psychology of colors to make sure they align with your brand goals.
   • Examples: Coca-Cola's red associates joy, passion, and energy; Facebook's blue inspires trust, stability, and connectedness.
3. Tone and voice of communication – The style in which the brand communicates creates a connection with the audience.
   • Details: The tone should reflect the audience – humorous and approachable (Innocent Drinks) or professional and serious (Tesla). For consistency, it’s important to maintain this style across all channels – from social media to the company website.
   • Tips: Develop a communication manual that sets out ground rules for voice and tone.
   • Examples: Innocent Drinks uses a humorous and friendly tone that makes the brand approachable and likable; Tesla employs a professional and innovative tone that reflects a focus on high technology.
4. Mission and vision – Brands with a clear mission and vision stand out and gain loyal followers.
   • Details: They define the company's core values and set the direction for its development. Patagonia, for example, uses its mission of sustainability to attract customers who are interested in preserving nature.
   • Tips: Formulate short but inspiring messages that can be used in marketing campaigns.
   • Examples: Patagonia's mission to create sustainable products and support environmental causes is at the core of its identity; Microsoft's focus on "enabling every person and organization to achieve more" defines its technology focus.
5. Slogan – An effective slogan communicates the brand's mission and uniqueness in a few words.
   • Details: Effective slogans are memorable, inspiring, and easy to replicate. For example, Nike’s “Just Do It” encourages action and determination, while Apple’s “Think Different” appeals to creativity.
   • Tips: Include an emotional or intellectual element to connect with the audience.
   • Examples: Nike's "Just Do It" is inspiring and universal; Apple's "Think Different" emphasizes innovation and creativity.
6. Product and emotional connection – The uniqueness of the products and the emotional experience they offer are key to attracting customers.
   • Details: LEGO is associated with creativity and play, making the brand a favorite for generations. Starbucks offers a “third place” for socializing, outside of the home and office, which adds value to the product.
   • Tips: Develop not only the functional but also the emotional benefits of your product.
   • Examples: LEGO offers creativity and the opportunity for individual expression, making it a favorite brand for children and adults; Starbucks focuses on the “third place” – a cozy space outside the home and office that encourages socialization.
7. Graphic elements and font – Fonts and visual styles also play an important role in brand identity.
   • Details: A unique font can set a brand apart and make it recognizable. Disney, for example, uses a font that evokes magic and tradition.
   • Tips: Carefully select fonts that match the character of the brand and are legible in different formats.
   • Examples: Google's font is simple and friendly, emphasizing the accessibility of their products; Disney uses a decorative font that evokes the magic and tradition of the brand.
8. Consistency in messages – A successful brand is always consistent in its messages, regardless of the communication channel.
   • Details: Coca-Cola consistently communicates the message of joy and social connection in all its campaigns. Amazon always emphasizes its focus on the customer.
   • Tips: Make sure all materials – from ads to social media interactions – follow a common line.
   • Examples: Coca-Cola adheres to the concept of happiness and bringing people together in every campaign; Amazon puts the customer first in every marketing strategy.

Generic brands

A generic trademark is a term that refers to a situation where a trademark, originally registered and protected, has become the common name for the entire class of goods or services it represents. As a result, the trademark may lose its legal protection.

Examples of common trademarks:

• Pampers – A trademark of Procter & Gamble that refers to disposable baby diapers. In many countries, including Bulgaria, the name has become a generic term for all types of diapers, regardless of brand.
• Christmas tree – A brand of electronic calculator developed in Bulgaria in 1965 by the Institute of Computing Technology. It is the first Bulgarian electronic calculator, and the name “Elka” comes from the abbreviation “Electronic Calculator”.
• Velcro – A trademark for a specific type of hook-and-loop fastener. The brand actively seeks to prevent generalization through campaigns emphasizing the “correct” use of the name.
• Cellophane – The brand was patented for a transparent packaging material, but later became a generic term for all types of plastic film.
• Aspirin – originally owned by Bayer, but lost legal protection in many countries, including the US.
• Thermos (Thermos) – the brand has become a common term for all types of insulated containers.
• Escalator – originally a brand of the Otis Elevator Company, now used for all escalators.
• Jacuzzi – a classic example of a brand that is often used as a generic term for all hot tubs. It was originally a trademark of Jacuzzi Brothers, a company that created the first hot tub system in 1956.

How the brand influences consumer decisions

In a highly competitive environment, brand identity becomes crucial for success. Customers often choose brands they know and trust. According to studies, many consumers do not make informed choices, but rely on the opinions of others. A strong brand can convince customers to pay a higher price for a product or service.

• Reputation: A well-established reputation is a major asset for any company. As we mentioned earlier, a brand is not just what a company says about itself; it is what people say about it3.
• Personal recommendations: Reviews from friends or acquaintances play an important role in the decision-making process of consumers.

In a world where consumers are overwhelmed with choices, brand and authenticity are becoming increasingly important. Their role in modern business is essential. Successful companies understand the need to build a strong brand that not only offers quality products, but also maintains authenticity through transparency and social engagement. In a world of high competition, customers are looking not only for products, but also for companies with values and a mission that resonate with them. Building a successful brand takes time, effort and dedication to the company's values. Brands must continue to adapt to changing conditions and customer demands to ensure sustainable success in the long term.

Business Innovation Center (BIC) “Innobridge” plays a key role in supporting startups and innovative businesses in Bulgaria by providing services aimed at building a strong brand and authenticity. The center’s experts provide personalized advice on developing a brand strategy, including defining target markets and positioning, and organize trainings that help entrepreneurs understand the importance of branding and how to create a recognizable brand. With the help of its network of partners, the center assists companies in creating connections that strengthen their authenticity and trust among consumers. Through these activities, BIC “Innobridge” contributes to the creation of strong and authentic brands in modern business, which is essential for achieving sustainable success in the market.