Branding influences how a company is perceived, recognised, and trusted over time. It is at the core of businesses, shaping how they build customer bases and stand out in increasingly competitive markets.
Capturing consumers’ attention and then converting them into returning customers has never been harder. Audiences are exposed to thousands of adverts a day, making it difficult for brands to stand out, and with easy access to multiple brands, it is easier than ever for consumers to switch between competitors.
Insights from Forbes show that branding is no longer a surface-level exercise but a core business strategy. Businesses that invest in clear branding, consistent storytelling, and authentic consumer connection are better placed to cut through the noise and build lasting value.
Why Building Brand Equity Matters
Brand equity is the value a brand holds in the minds of consumers. It is shaped by their awareness, perceptions, and experiences of the brand.
Establishing brand equity has clear commercial benefits. Businesses with positive brand equity are more likely to build a loyal customer base, achieve higher profitability, and maintain long-term stability. Research suggests that strong brands can price their products twice the price of weaker competitors in the same category.
An example of brand equity in action is Tesco’s January 2026 ‘For the Love of It’ campaign. The advert shows shoppers choosing products off store shelves while quoting their well-known brand slogans. Whether audiences saw the campaign as a video or audio advert, they could instantly recognise phrases like ‘Because you’re worth it’, ‘Have you had yours?’, and ‘Love it or hate it’ – the well-known brand slogans for L’Oreal, Weetabix, and Marmite.
While the intended campaign message is that Tesco is the place to buy the brands people love, it also highlights how strong branding enables immediate recognition and an emotional connection. Audiences instantly recognising these brand slogans is a result of consistent, deliberate brand-building over time.
How Can You Create an Engaging Brand?
In an increasingly trend-led marketing landscape, where brands are often pressured to react quickly and chase relevance, there is a risk of losing long-term brand consistency. Research from the Harvard Business Review found that 93% of respondents believe long-term brand building is essential to organisational growth. While trends can offer visibility, they rarely build lasting recognition or trust on their own.
Instead, the most effective organisations treat branding with the same importance as performance, investing in clear strategy, compelling storytelling, and meaningful consumer connection.
For professionals looking to develop these capabilities, the From Logos to Legacies: Building an Engaging Brand and The Essentials of Branding professional learning courses at the University of Leeds are designed to help learners build brands with long-term impact. Whether refining an existing brand or launching a new one, these courses provide practical tools and insights to ensure your brand resonates, connects, and endures.
For individuals, these courses develop expertise in brand building and open new opportunities within marketing and branding. For organisations, they support the creation of engaging, enduring brands.
At its core, strong branding is about consistency, clarity, and understanding what matters to your audience. In a market where attention is limited and choice is abundant, businesses that take a long-term, deliberate approach to brand building are more likely to earn trust and keep it.