BRAND COMPASS
Rooted relevance
Positha Perera
Q: Trust has emerged as a defining currency in modern branding. In your view, what are the key drivers of trust today?
A: In its simplest form, trust comes down to doing what you say you will do consistently.
Product quality is a given but beyond that, transparency and honesty matter more than ever before. Consumers are quick to notice gaps between messaging and reality. Brands that communicate openly, especially during challenges, tend to earn more respect.
Trust is also built through everyday interactions in how you respond to feedback and treat partners – and even how employees speak about the brand. It’s no longer built through advertising alone; it’s experienced.
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: Today, branding goes far beyond logos or campaigns; it sits at the core of how a business operates; and it shapes how a company shows up in the market, makes decisions and builds relationships over time. In many ways, it acts as a compass.
The strongest brands are consistent not only in communications but experiences across product, distribution and customer touchpoints.
When that alignment is right, branding stops being a support function and starts driving growth.
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, people tend to fall back on what they know and trust. That’s where a strong brand really proves its value.
Whether it’s economic pressure or market disruption, brands with strong equity tend to hold their ground because they reduce uncertainty for consumers.
We saw this clearly during the pandemic – trusted brands remained top of mind even when availability or conditions were challenging. Internally too, a clear brand helps teams stay focussed and aligned when everything else feels unpredictable.
Q: With consumers increasingly seeking meaning and relevance, how critical is emotional resonance in building lasting brand relationships?
A: It’s extremely important; but it has to be real. People connect with brands that feel relevant to their lives, whether that’s through shared values, cultural moments or everyday experiences.
Especially in categories where products are similar, emotion often becomes the differentiator.
Campaigns that tap into familiar moments such as family occasions or local cultural celebrations tend to resonate more deeply. But the key is authenticity: if it doesn’t feel true to the brand, it doesn’t last.
Q: With audiences constantly exposed to competing messages across platforms, what strategies can brands adopt to cut through the noise while maintaining authenticity?
A: There’s a tendency to try and be everywhere but what really works is clarity.
Having a clear voice and sticking to it across platforms makes a big difference. Simpler, sharper messaging is often more effective than trying to say too much.
It’s also important to create content that feels natural to each platform rather than forcing traditional advertising into digital spaces. Working with the right creators or communities can help build authenticity.
Just as importantly, knowing when not to engage is key – not every trend is worth chasing.
Q: In a climate where stakeholders expect greater accountability and purpose, should brands address social and environmental issues?
A: Yes, but only where it’s genuine. Purpose has to come from within a business rather than be added for the sake of visibility.
When aligned with how a company operates, it becomes far more credible and impactful. For example, sustainability initiatives carry more weight when linked to sourcing or production practices.
The challenge is avoiding ‘performative efforts.’ Consumers are increasingly aware and can spot inconsistencies quickly. So it’s less about saying more and more about doing the right things consistently over time.
