Your Brand is What Drives the Value of Your Business

When it comes to business success, brand value is everything. It’s the difference between a company that customers actively seek out and one that fades into the background. A strong brand doesn’t just sell a product—it creates trust, loyalty, and an emotional connection that keeps customers coming back. If your brand isn’t adding value, it’s just another name in a crowded market place.

Picture this: You’re at a braai, someone hands you an unlabelled bottle of tomato sauce. You take a sniff, raise an eyebrow, and tentatively taste it. Is it the legendary All Gold? Or is it some no-name, suspiciously watery imposter?

This, dear reader, is the power of branding. It’s what makes us reach for certain products without even thinking. It’s why some companies can charge triple for what seems like the same thing, but somehow, we’re willing to pay.

A product is something anyone can make—it’s built, packaged, and sold. It can be copied, mass-produced, and if we’re honest, often forgotten. A brand, on the other hand, has something special—it’s got a story, a personality, and (if done right) an emotional hook that makes people loyal for life. It’s why some folks will only drink Coca-Cola, refuse to use anything but an iPhone, or buy a specific brand of biltong even when another one is R20 cheaper.

• Brand Awareness – If no one knows you exist, you’re not a brand; you’re just a very lonely product.
• Brand Sensitivity – The ability to charge more because people trust your brand over competitors (think Woolies vs. PnP).
• Brand Associations – When customers think of your brand, what comes to mind? Excellence? Luxury? Trust? Or is it “dodgy deals” and “I hope this doesn’t break in a week”?
• Added Value & Brand Loyalty – The ultimate goal: customers choosing your brand even when alternatives are cheaper or more convenient.

How to Build a Brand Platform That Actually Works

Building a brand isn’t just about a fancy logo and a slick website (although, trust us, those help). It’s about crafting an identity that makes sense, sticks in people’s minds, and, most importantly, adds value to your customers.

Here’s how you do it:

1. Product Awareness: Be Seen, Be Heard, Be Remembered

If no one knows your brand exists, you might as well not exist at all. This is where visibility comes in—your brand must show up where your audience is, in a way that they’ll remember.

Example: Nando’s – Owning the Conversation
Nando’s doesn’t just sell flame-grilled chicken—they sell an experience. They’ve nailed their product awareness through their cheeky and topical advertising. By tapping into local humour, social media, and guerrilla marketing, they stay top-of-mind, even for people who aren’t hungry.

Your takeaway? Find your brand’s unique voice and make sure people see it, whether that’s through social media, outdoor ads, influencer partnerships, or good old-fashioned word-of-mouth.

2. Strategic Branding: Stand for Something

Your brand should mean something beyond the products you sell. Consumers want to align themselves with brands that reflect their values.

Example: Woolworths – The Sustainable Choice
Woolies has positioned itself as the go-to for premium, ethically sourced, and environmentally friendly products. This isn’t just marketing—it’s embedded in their operations, from how they source their food to their “Farming for the Future” initiative.

Your takeaway? Your brand shouldn’t just be another option on the shelf—it should have a reason for existing that resonates with your customers.

3. Core Values: The Backbone of Your Brand

Your core values should guide every decision, from your marketing to your customer service. If your brand were a person, what would they believe in?

Example: Nike – The Power of Belief
Nike’s core values are built on inspiration, innovation, and performance. Every campaign, from their “Just Do It” slogan to their support of athletes who challenge the status quo (like Colin Kaepernick), aligns with their core message: pushing limits.

Your takeaway? Define what your brand stands for, and make sure those values show up in everything you do.

4. Brand Expression: Speak Your Customer’s Language

Your brand is a personality, not just a logo. The way it communicates—through visuals, tone, and storytelling—should be distinct and consistent.

Example: Yuppiechef – Making Kitchenware Cool
Instead of positioning themselves as just another online kitchen store, Yuppiechef built their brand on fun, friendliness, and a personal touch. Their handwritten thank-you notes became legendary, and their email newsletters feel like a chat with an old friend.

Your takeaway? Your brand should have a unique tone and style that makes customers feel like they’re engaging with a real personality, not a faceless corporation.

5. Consumer Loyalty: Turning Buyers into Brand Ambassadors

Loyalty isn’t just about getting people to buy from you once—it’s about making them come back again and again.

Example: Checkers Xtra Savings – Loyalty That Works
Checkers revamped their loyalty programme with the Xtra Savings card, and it paid off. With personalised deals, instant discounts, and easy digital access, they created a system that rewards customers for coming back.

Your takeaway? Build trust and incentives that encourage repeat purchases—whether through a loyalty programme, community engagement, or customer appreciation initiatives.

6. The Visual Identity: Your Look Matters to brand value

People do judge books by their covers. Your logo, colours, fonts, and packaging need to make a strong and instant impression.

Example: FNB – A Refresh That Worked
FNB’s branding overhaul in the early 2000s—from their stiff, corporate look to a softer, more approachable design—completely changed how people perceived them. The bank’s logo, tone, and branding became more modern, appealing to a younger audience while still retaining its credibility.

Your takeaway? If your brand’s visuals feel outdated or don’t align with your message, it may be time for a refresh.

7. The Brand Experience: Every Interaction Counts

Your brand isn’t just what you say—it’s what your customers experience. From your website to your customer service, every touchpoint matters.

Example: Discovery – Making Health Insurance an Experience
Discovery doesn’t just sell medical aid—they’ve built an entire ecosystem around it. Their Vitality programme gamifies health and wellness, rewarding customers for making good choices. The result? A brand experience that makes people feel engaged rather than just insured.

Your takeaway? Think about every step of the customer journey and ask yourself: Is my brand making this experience enjoyable, seamless, and memorable?

Final Thoughts: Your Brand is Your Most Valuable Asset

In a world where products are a dime a dozen, a strong brand is the difference between being a household name or fading into the abyss of “Oh yeah, I think I’ve heard of them.”

At Fort Hartley Brand Consultants, we know that branding is about more than just looking pretty—it’s about building something that lasts. If you’re ready to turn your business into a brand that people actually care about, let’s chat.

After all, the world doesn’t need another generic product—it needs you, packaged as a brand that’s worth remembering.