Nearly a third of consumers say they trust brands less today than they did previously

Four out of five consumers say they will only buy from a brand they know is trustworthy

“ Our subtle branding wink neatly conveys this,” Jeremy says.” It shows our customers that we get them and we got them.”

Subtlety and precision, Jeremy says, are important – with small details often making a big difference to the way a customer interacts with a brand.

“ Some of the strongest brand signals come from the small, thoughtful touches that reinforce who you are,” he explains.“ Make them smile, make them laugh, make them feel or remember something about you that day. It’ s about building long-term memory structures for people – or mental availability – so you can be recalled quickly in buying situations.”

Once these details are in place, it’ s best for brands to avoid deviating from them.

“ It’ s important to stay true to your identity instead of chasing every trend,” says Jeremy.“ Rather than reinventing your tone of voice for each new platform or cultural moment, focus on creating work that feels relevant while remaining unmistakably your brand. Make sure the value exchange and marketing communication is worth your audience’ s time.”

But for a brand personality to feel believable, marketing needs to be closely aligned with product development and user experience. Customers are more likely to feel like a product’ s marketing is inauthentic when marketing teams are disconnected from wider business functions.

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