Not Just a Pretty Face; Designing a Resonant Agency Rebrand

It takes 1/10 of a second to make an emotional impact on your audience. Once you do, customers are eight times more likely to trust your brand, seven times more likely to purchase more, and six times more likely to forgive a mistake. Audiences make deep connections with resonant brands, that is brands that build trust with and provide substantial value to their consumers. Brands that resonate with customers enjoy above average economic gains and business resilience superior to their competition because they rank higher in engaging and connecting with their audience, delivering products/services that matter to those who care, and creating brand loyalty in the form of repeat customers and brand advocates. While resonant brands exceed on both the trust-building and value-providing dimensions, there are also those brands that do not build trust with or provide little value to their consumers, making those brands transactional. Not striving to attain or maintain brand resonance risks not differentiating, becoming irrelevant, and providing transactional value, which can quickly be replaced by alternatives offering a better deal. To avoid from becoming transactional, this study seeks to uncover what elements make for a resonant brand and outline the steps to achieve brand resonance.