BRAND COMFORT
Human connection
Dilhan Fonseka
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 quietly through consistent experiences over time. It comes from getting the basics right – such as accuracy, honesty and reliability.
Companies grow largely because customers feel confident in what a business delivers not only once but every time.
It’s also about transparency, being clear, not overpromising and standing by what you offer. Over time, these small but consistent actions build a strong foundation of trust.
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 today is about clarity and consistency. Customers are exposed to many choices, and what helps them decide is not merely what a brand says but how clearly it stands for something – and how consistently it delivers on its promise.
It influences everything from customer expectations to internal decision making.
Branding should be reflected in how confidently teams guide customers, the trust they feel and the overall reliability of an experience. It’s less about standing out for the sake of it and more about being remembered for the right reasons.
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 uncertain times, people look for what feels familiar and dependable. And that is where a strong brand really proves its value.
When customers know they can walk into a store and receive the same level of service and professionalism, it creates a sense of reassurance. That consistency becomes a stabilising factor even when everything else is changing.
Internally, having a clear brand direction helps teams stay grounded and aligned; it gives both customers and employees something solid to rely on when external conditions are unpredictable.
Q: With consumers increasingly seeking meaning and relevance, how critical is emotional resonance in building lasting brand relationships?
A: It is crucial as people remember how you made them feel, more than what you sold them. In many cases, a visit is not only about buying goods but being understood and cared for. That human element makes all the difference.
Such actions lead to customers returning to a particular store or even the same staff member due to that personal connection. When a brand can create that level of comfort and familiarity, it naturally builds loyalty.
Emotional resonance turns a one-time interaction into an ongoing relationship.
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 today is less about how much you say; it is more about who says it and how naturally it comes across.
Collaborating with the right influencers and personalities helps brands connect with audiences in a more relatable way, especially when the content feels organic rather than scripted.
It’s also important to keep communications simple and relevant, focussing on real usage and everyday moments. When content feels natural and consistent with the brand, it stands out without trying too hard.
Q: In a climate where stakeholders expect greater accountability and purpose, should brands address social and environmental issues?
A: They should – but only if it is genuine and meaningful. People can easily tell when something is done simply for visibility.
The most impactful initiatives are the ones that connect naturally to what a brand stands for.
It is not about doing everything but about doing the right things consistently. When purpose is built into the way a business operates rather than treated as a one-off effort, it strengthens both credibility and long-term trust.
