BRAND RESONANCE
Lasting relevance
Ishan Fernando
Q: With consumers increasingly seeking meaning and relevance, how critical is emotional resonance in building lasting brand relationships?
A: Emotional resonance is no longer something brands simply ‘add on’ – it determines whether a brand is remembered, ignored or replaced.
Consumers don’t merely buy products; they gravitate towards brands that feel familiar and reflect who they are. While functional benefits may drive an initial purchase, repeat choice is sustained by how a brand makes people feel over time.
Today’s consumers are also more self-aware, actively seeking brands that align with their values, lifestyles and beliefs. This makes emotional resonance less about storytelling alone and more about authenticity – i.e. how closely a brand’s actions match the emotions it seeks to evoke.
Q: In an increasingly competitive landscape, branding is often viewed as a strategic asset rather than a creative function. How would you define its role today?
A: In today’s competitive landscape, branding is no longer merely a ‘nice to have’ creative output; it is what truly drives competition. While the creative function manages visible aspects and appearance, branding operates at a deeper and more strategic level.
A strong brand builds emotional connection, creates perceived value and communicates sincerity that resonates with consumers.
In markets where products offer similar features and quality, creativity alone is not enough to stand out. What differentiates a brand is the story it tells, the values it represents and the connection it builds with its audience over time.
Q: At a time when businesses are navigating geopolitical stressors and shifting market dynamics, to what extent can a strong brand act as a stabilising force?
A: In times of uncertainty, a strong brand often becomes the one constant a business can rely on. While everything else fluctuates, the brand remains the anchor.
Strong brands reduce perceived risk because when consumers are uncertain, they return to what they know, trust and feel has consistently delivered value.
A strong brand also creates familiarity in unfamiliar times. Even when pricing and availability fluctuate, the reassurance of a known brand helps maintain confidence. Strong brands create stability internally and externally – employees feel a stronger sense of belonging, distributors remain committed and partners are more willing to remain.
Markets will always experience disruption but a well-built brand acts as both a shield and signal, protecting the business while reassuring those who are connected to it.
Q: Trust has emerged as a defining currency in modern branding. In your view, what are the key drivers of trust at this time?
A: Trust is no longer built solely through messaging; it’s shaped by what people consistently see, hear and experience over time – it’s less about what a brand claims and more about what it proves.
Consumers now have access to more information than ever before, making the challenge not only transparency but believability. Consistency becomes the silent validator – when a brand shows up the same way across touchpoints, it feels reliable and reliability builds trust.
Delivery is where trust is truly tested; if the product or service fails to meet expectations, trust fades instantly.
Q: With audiences constantly exposed to competing messages across platforms, what strategies can brands adopt to cut through the noise while maintaining authenticity?
A: The challenge today is not only competition but saturation. Consumers are not short of messages; they’re short of attention. The goal is no longer to shout louder but mean something clearer.
Brands that cut through are those confident in who they are. When a brand’s voice, tone and intent are clearly defined, even a simple message can stand out.
There is also a shift away from overly crafted communications, towards more real and relatable storytelling, as audiences respond better to what feels natural rather than forced.
