BRAND INTEGRITY
Consequential engagement
Harendra Uyanage
Q: How would you define a strong brand – and what key elements contribute to brand building?
A: A strong brand is unforgettable. Much like someone with a distinct personality, it leaves a lasting impression through the emotions it evokes and the stories it tells.
In Sri Lanka, decisions are often driven by emotions rather than clever advertising, which is why the true power of a brand lies in the meaning it carries. And when people genuinely feel something, they’re far more likely to remember you.
Q: In today’s competitive landscape, what challenges do businesses face when developing a brand identity?
A: The greatest challenge lies in staying true to your brand’s core identity while adapting to an evolving world of trends and consumer expectations. Many businesses chase virality – and while that matters, it’s equally important for brands to stay rooted in their purpose to resonate with their audience.
In Sri Lanka, branding is still often seen as a campaign with a catchy line rather than something lived and felt across every touchpoint. The real task is to build something enduring – i.e. a brand that isn’t just seen but experienced in every interaction.
Q: How important is brand purpose in today’s world? And how can businesses ensure authenticity in their branding?
A: Purpose is more important than ever; it’s the compass that gives your brand direction and clarity. Today’s consumers – particularly the younger generation – are adept at spotting anything that feels superficial or disconnected.
For many legacy brands, purpose wasn’t crafted in a brainstorm or born in a boardroom; it emerged from observing genuine behaviours and listening to real people.
Our task is to discover that authenticity and bring it to the forefront in a way that resonates with consumers.
Q: In an era dominated by social media and digital platforms, how can brands differentiate themselves and maintain consumer loyalty?
A: Loyalty isn’t earned through volume; it’s built through content that resonates, engages and reflects human emotion. Brands that focus solely on visibility risk blending in while those that prioritise connection stand out.
We often tell clients not to chase attention but pursue genuine connection – because that’s where real value lies. Whether you’re a legacy brand or starting out, loyalty is built by being relatable, responsive and sometimes even a little vulnerable – all of which nurture trust.
Q: With AI and automation becoming more prevalent, how can brands maintain the human touch while embracing digital advancements?
A: AI is a powerful tool that fast tracks processes, reveals valuable information and brings personalised experiences to life at scale.
But at the end of the day, it’s still only a tool. It’s important to integrate AI into our work to enhance creativity and efficiency, yet we must never let it replace human insight.
Sri Lankan audiences in particular are highly intuitive and can detect something that feels cold or automated. That’s why the real value lies in using technology to amplify the human element rather than dilute it.
The most impactful work happens when innovation is balanced with authenticity and emotional intelligence.
Q: How important is influencer marketing in today’s branding strategies – and how can businesses ensure effective partnerships?
A: Influencer marketing can be impactful when it feels genuine. The key is to partner with voices that align with your brand’s values and lifestyle.
We have witnessed great success when brands collaborate with influencers whose everyday lives naturally reflect what the brand stands for.
