We are living in a curious time where there is much talk about purpose in the world of brands, but it has never been so difficult to trust what they say. Emotional campaigns, manifestos full of good intentions, commitments to social, environmental, cultural causes, everything seems impeccable. However, just a closer look reveals the misalignment between discourse and practice. And that is precisely where the problem lies: branding is not just talk, it is coherence. Today, brands want to appear human, sustainable, innovative, and diverse. But they are not always willing to uphold these values when it requires sacrifice, process revision, or loss of profit. What is often seen is the performance of a purpose that fades in everyday life, where the true test happens.
However, the public is not naive. According to the Edelman Trust Barometer 2023, 71% of consumers say they would lose trust in a brand that does not act in line with their declared values, even if it has good intentions. Furthermore, 64% say their purchasing decisions are guided by company values. In other words, trust is not gained with catchy slogans. It is built with consistent choices, often invisible to the eyes of the consumer but deeply revealing.
The true branding happens when no one is looking, that is, when a service fails and the company resolves it with empathy, when an internal crisis demands courage and transparency, or when the opportunity to profit arises, but ethics call to the opposite side. It is in these quiet and 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 not about aesthetics or visibility, but about integrity at every point of contact with the public, employees, and society.
Thus, the new branding does not start with a logo. It starts with difficult questions: “Who are we?”, “Why do we exist?”, “What do we believe in so much that we are not willing to negotiate?”. These answers do not fit in a slogan, but define entire cultures. They guide marketing, shape decisions, and inspire the team, even (and especially) when there is no campaign on air. A true brand communicates value even in silence. Even in the face of error, it honors principles. Even under pressure, it does not succumb to inconsistency. And when this happens, the public perceives it, just as it perceives when the narrative does not 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 this integrity. And this test is not won with catchphrases, 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 looking.
