We live in a curious time when never before has there been so much talk about purpose in the world of brands, and it has never been so difficult to trust what they say. Exciting campaigns, manifestos full of good intentions, commitments to social, environmental, and cultural causes, everything seems flawless. However, just look a little deeper to notice the disconnect between the speech and the practice. And that's exactly where the problem lies: branding is not speech, it's consistency. Currently, brands want to appear human, sustainable, innovative, and diverse. But they are not always willing to uphold these values when it requires renunciation, process revision, or loss of profit. What is often seen is the performance of a purpose that disappears in everyday life, where the true test takes place.
However, the audience is not naive. According to the 2023 Edelman Trust Barometer, 71% of consumers say they would lose trust in a brand that does not act in accordance with its declared values, even if it has good intentions. Furthermore, 64% say that their purchasing decisions are guided by company values. In other words, trust is not gained with catchy phrases. It is built with consistent choices, often invisible to the consumer's eyes, but deeply revealing.
True branding happens when no one is watching, that is, when a service fails and the company responds with empathy, when an internal crisis requires courage and transparency, or when the opportunity to profit arises but ethics call in the opposite direction. It is in these silent, everyday moments that the brand reveals itself or contradicts itself. Kantar, in its BrandZ Global 2022 report, reinforces this by showing that brands perceived as authentic and trustworthy grow up to three times more in value than those that only maintain good communication. It is therefore not a matter of aesthetics or visibility, but of integrity at every point of contact with the public, employees, and society.
Thus, the new branding does not start with a logo. It begins with difficult questions: "Who are we?", "Why do we exist?", "What do we believe so strongly that we are not willing to negotiate?" These answers don't fit into a slogan, but they define entire cultures. They are the ones who guide marketing, shape decisions, and inspire the team, even (and especially) when there is no campaign running. A true brand communicates value even in silence. Even in the face of error, upholds principles. Even under pressure, he does not give in to incoherence. And when this happens, the audience notices, just as they notice when the narrative doesn't hold up.
In the end, branding is about integrity. It is about the promise a brand makes, and the daily commitment, often invisible, arduous, and even unpopular, to fulfill it. Every interaction with the public is a test of that integrity. And this test is not won with catchy phrases, but with consistent actions. In other words, a brand is not what is said with the microphone on; it is what is confirmed when no one is watching.
