BRAND STABILITY

Value creation

Ashani Senaratne 

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: A strong brand provides continuity in times of disruption. While external conditions may shift rapidly, a clearly defined and consistently expressed brand helps anchor stakeholder perceptions. It offers reassurance, reinforces credibility, and enables organisations to communicate with confidence and empathy.

In uncertain environments, familiarity and consistency become powerful assets, helping brands retain loyalty and remain relevant as circumstances evolve.

Well-known multinational fast-moving consumer goods (FMCG) brands in particular, continue to retain customer confidence during periods of economic or geopolitical volatility because they’re associated with familiarity, quality and reliability.

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: Branding now sits at the intersection of strategy, experience and culture. It is no longer confined to visual identity or communications but shapes how an organisation is perceived, experienced and remembered.

In competitive and often commoditised markets, the brand becomes a key differentiator – it translates purpose into tangible value for customers. It also influences customer loyalty, talent attraction, investor confidence and organisational culture.

In fact, branding has become the bridge between business strategy and stakeholder experience. Companies such as Apple have shown how a strong brand can command premium pricing, inspire loyalty and create trusted ecosystems.

Q: Trust has emerged as a defining currency in modern branding. In your view, what are the key drivers of trust today?

A: Trust is built on three pillars today – viz. transparency, consistency and accountability. Consumers expect brands to be clear in their communications, reliable in delivery and responsible in actions.

And trust is reinforced by ethical behaviour, data privacy, product quality and genuine customer care. In an era of heightened scrutiny, authenticity and follow-through are critical.

Q: With consumers increasingly seeking meaning and relevance, how critical is emotional resonance in building lasting brand relationships?

A: Emotional resonance plays a vital role in building enduring relationships. While functional benefits may drive initial consideration, emotional connection fosters loyalty and advocacy.

This is critical for brands serving diverse consumer segments with different needs, expectations and life stages.

Q: With audiences constantly exposed to competing messages across platforms, what strategies can brands adopt to cut through the noise while maintaining authenticity?

A: Cutting through the noise requires focus rather than volume.

Strong brands prioritise clarity of message, consistency of voice and relevance of content. A well-defined narrative, supported by data driven insights, allows brands to engage meaningfully without losing coherence.

At the same time, authenticity must remain central as audiences quickly recognise disconnects between messaging and reality. Brands that stay true to their core while adapting to context are more likely to stand out.

Companies such as Nike have consistently maintained a clear brand narrative centred on performance, determination and human potential while adapting content to suit local audiences – while staying true to their core identities.

Q: In a climate where stakeholders expect greater accountability and purpose, should brands address social and environmental issues?

A: Yes, but with sincerity and relevance. There is a growing expectation for brands to play a more active role in addressing societal and environmental challenges.

However, engagement must be intentional and credible. Purpose should not be treated as a trend but an extension of what a brand genuinely stands for.

When aligned with core capabilities and backed by measurable action, such engagement can strengthen relevance and trust. Without that alignment, it risks being perceived as ‘performative.’

IKEA has invested heavily in renewable energy and circular economy practices, showing how purpose driven engagement can build trust when supported by action rather than slogans.