Brand words or Brand actions?
You have built a great foundation for your brand. We have studied the market, defined the values, reasons for existence, segmented target groups, thought about differentiation factors and found out which attributes make you stand out from the competition and get loyal customers. A great logo, striking slogans and a striking visual look have been created. Now all we have to do is get the end users to believe and buy the brand. Dagmar’s Creative Director Antti Iiskola explains how it happens.
“More than words” was already sung by the band Extreme in the early 90s. Ok, the song talked about the fact that just declaring love is not enough, but that love should also be shown through actions. But oh, how well that message is also suitable for marketing!
It is not enough that everything is formally in place. A diamond brand strategy and an insanely sweet logo are not enough, and well-thought-out brand colors alone won’t help either. Not even an incredibly clever slogan solves the problem, even though it makes the copywriter’s heart ache.
Of course, all of that has an impact, even a lot, but in the end, the most important thing is how the brand behaves. People tend to be the kind of people who don’t believe in words but experiences. The greatest emphasis is placed on one’s own experiences, followed by the experiences of loved ones. But the opinions of influencers and others who are believed to be real people are also more influential than what the brand says about itself.
Critical Consumer
People are becoming more and more critical of brands’ communication. They question, challenge and even demand concrete actions from brands before they even consider believing the brands’ claims. When you think about this even a little, you realize that there is actually nothing strange about it. If you met a person who said they were “a really inspiring and responsible trailblazer,” would you believe them? Hardly. But if you heard the same things from someone you trust, it would be a bit easier to believe right away. But what if you could see for yourself how this person inspires others, shows responsibility and a pioneering spirit? You would believe your own eyes and ears because you would have experienced it yourself.
This seems obvious, doesn’t it? Why do so many marketers still think that repeating “we are interesting”, “we are responsible” or “we are pioneers” can somehow magically change consumers’ perception of the brand?
Yes, marketing communication is needed and repetition and consistency bring effectiveness, but if a brand doesn’t do the things it claims to be, the effect can even be completely the opposite. If a brand claiming to be responsible is caught doing irresponsibility, the image changes in an instant, and the marketing message is turned upside down. Or if a chain dressed in Pride colors turns out to be discriminatory, explanations won’t help much.
The trick and how to do it
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Many brands!
Patagonia is often highlighted as an excellent example of how words and actions meet.
Mastercard´s ”Where to Settle” brand helped Ukrainian refugees find a new place to live and work.
Just recently, Airbnb promised free emergency accommodation to those who lost their homes due to the wildfires in Los Angeles.
Previously, Airbnb offered free accommodation to Afghan refugees.
In Finland, Helsingin Sanomat’s Land of the Free Press showed how the free press dares to take a stand for the right cause.
Every year, the Savings Banks Group (Säästöpankkiryhmä) donates money to do good, local deeds. In 2024, the group donated EUR 2.4 million to hundreds of different causes through various programmes.
But what about marketing?
Someone may now wonder that if only actions matter, what role does marketing play? Well, it’s not just about actions. No matter how well the brand works according to its values – and the values of its buyers – but no one would hear about these actions, their benefit would be minimal. Marketing also has many other functions: for example, it creates a first impression, reinforces the images created by actions and encounters, reminds of the existence of the brand, increases sales, informs and entertains.
At its best, marketing builds a bridge between the brand’s actions and customers. In addition, marketing can be used to tell stories, create and convey emotions. And as we know, people don’t necessarily remember what was said, but they remember how they felt about it.
Brand image is earned, not bought
In other words, a brand should not be built solely through marketing communications or just by doing brand actions, as a brand is based on people’s experiences and observations. The best brands combine both. Marketing creates first impressions, emphasizes emotions and reinforces existing images, but concrete actions determine whether people believe in the brand or not.
Therefore, it must be ensured that brand promises do not remain just words, but are reflected in real actions in every customer encounter.
What kind of actions would strengthen your brand?
Contact us and let’s plan impressive brand actions together!
AUTHOR
Creative Director
Antti leads creative work, studies artificial intelligence and is always in pursuit of the best idea. In his free time, he either hangs out with a guitar and microphone, tinkers with retro games and machines, or immerses himself in pop culture and science documentaries.
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