1. Beyond Numbers: Branding Requires Patience

Branding cannot be fully judged by immediate numerical outcomes. Based on my own experience, the true value of branding lies not just in short term impact but in its sustained presence over time. Branding should be approached with long term goals in mind. While measurable impact is important, consistency is even more crucial. A brand needs to present itself in a unified direction repeatedly to leave a lasting impression on its audience. Therefore, performance alone should not define branding success. Each branding activity should certainly have its own target metric, but its fulfillment does not necessarily mean the branding was truly successful.

I have also witnessed remarkable numbers through various campaigns, but good branding is not about quick wins. It is about consistently delivering outcomes over time. There will be both wins and setbacks in this process. However, stopping branding efforts due to a single failure often leads to the brand being forgotten. Continued effort, regardless of scale, is what sustains relevance. Another reason why branding cannot be judged solely by numbers is that human perception and cognition cannot be quantified. Setting numerical goals for each campaign is helpful, but overemphasizing numbers can be dangerous. In such cases, brands may lose their tone and manner in pursuit of results, which defeats the purpose of branding altogether. That is why branding effectiveness cannot be measured by numbers alone.

2. Building a Loyal Fan Base

A strong brand identity naturally attracts supporters who form a fan base. These are not customers who simply stumble upon a product or choose it for its functionality. They are supporters who believe in and champion the values the brand represents. Branding influences not only the brand itself but also the self image of those who associate with it. When a brand embodies specific values, its users are perceived as sharing those values. This is how fandom develops. As mentioned in a previous column, I frequently carry a FREITAG bag, not just because of the product’s quality or popularity, but because I enjoy the person I become when using it. I support the values they promote and identify with them, which leads me to continue purchasing from and advocating for the brand. I often recommend FREITAG to others, becoming a voluntary brand ambassador. People introduced to the brand through me then become new supporters, perpetuating the cycle. Branding, in this sense, is about more than marketing; it creates relationships.

3. Attracting Talented People

Branding also plays a pivotal role in talent acquisition. Every organization needs people, but during the early stages of a company I was branding for, the lack of brand awareness made recruitment difficult. We hired individuals based on their passion and commitment rather than prestige or background. However, as branding efforts gradually raised awareness and built a loyal following, we started receiving inquiries from individuals who actively wanted to work with us. This was not limited to the branding department. Designers, developers, and other roles experienced similar interest. Once we opened job postings, we saw an influx of exceptional candidates—applicants from major companies, leading agencies, and successful startups. It was a completely different experience from the early days. Strong branding attracts great talent, and great talent creates great performance. This virtuous cycle ultimately strengthens the entire organization, and that is clearly one of the most powerful effects of branding.

4. Opening New Business Opportunities

Branding can also lead to new business opportunities by enhancing a brand’s reputation and making collaboration more accessible. As loyalty grows and the brand gains clarity and distinction, potential partners begin to approach the brand proactively. For example, in the early stages of one project, we had to reach out to commerce platforms to introduce ourselves, often receiving little response. However, as branding efforts gained traction, the dynamic shifted as brands started reaching out to us. In one notable case, we worked with a small and relatively unknown publishing company. Through strategic branding, the company began to gain attention, and multiple firms expressed interest in partnering with them. This increased visibility led to stronger awareness and eventually a boost in sales for their publications. Branding thus became a powerful catalyst for business expansion. More broadly, branding acts as a growth engine across multiple dimensions. It builds loyalty and trust, encourages repeat purchases, attracts talent, and fosters a cycle of improvement within the organization. People aspire to work for brands they admire, and as the pool of applicants grows, companies can secure stronger talent, leading to better performance. Additionally, branding increases media and social media exposure, with fans voluntarily posting and amplifying the brand’s message, attracting new audiences and reinforcing brand value. Ultimately, branding supports sales, recruitment, and partnership opportunities, but its core value goes beyond numbers. It is not just a short-term activity but a long-term journey that shapes the identity of both the brand and those who build it.