Music Portraits
June 11
Beyond the Product: Branding, Identity and Authenticity
How branding shapes the stories, values and identities we connect with
Branding is everywhere. It’s no longer just about selling products; it’s about the stories, feelings and ideas we connect with them. We don’t just buy things for what they do, but for what they say about us. This has made authenticity more valuable, but also harder for brands to achieve.
Branding started as a way to make products recognisable, but it has grown into something much bigger. Campaigns like Obama’s “Hope” and Trump’s “Make America Great Again” show how branding can create emotional and cultural identities beyond a product.
How brands create identity, emotional connection and trust beyond the products they sell
Brands like Apple and Lush don’t just sell products; they create experiences and identities. Apple represents a certain lifestyle and approach to design, while Lush uses its colours, smells and ethical values to create a distinctive experience. These details give people something to connect with beyond the product itself.
However, this is where branding becomes more complicated. If authenticity can be carefully designed, packaged and marketed, can it still feel authentic? Consumers are becoming more aware of when brands are trying too hard to appear genuine. Perhaps the most successful brands are not those that simply claim to be authentic, but those that build trust through what they actually do.
Reflecting on this, I have learned that branding is not only about visuals or products—it is about creating meaning and emotional connections. As a designer, this has shown me the importance of building brands that are honest, consistent and rooted in genuine values, rather than simply creating an image of authenticity.
Director Spotlight
Belle Smith
Other articles
Music Portraits
June 11
Beyond the Product: Branding, Identity and Authenticity
How branding shapes the stories, values and identities we connect with
Branding is everywhere. It’s no longer just about selling products; it’s about the stories, feelings and ideas we connect with them. We don’t just buy things for what they do, but for what they say about us. This has made authenticity more valuable, but also harder for brands to achieve.
Branding started as a way to make products recognisable, but it has grown into something much bigger. Campaigns like Obama’s “Hope” and Trump’s “Make America Great Again” show how branding can create emotional and cultural identities beyond a product.
How brands create identity, emotional connection and trust beyond the products they sell
Brands like Apple and Lush don’t just sell products; they create experiences and identities. Apple represents a certain lifestyle and approach to design, while Lush uses its colours, smells and ethical values to create a distinctive experience. These details give people something to connect with beyond the product itself.
However, this is where branding becomes more complicated. If authenticity can be carefully designed, packaged and marketed, can it still feel authentic? Consumers are becoming more aware of when brands are trying too hard to appear genuine. Perhaps the most successful brands are not those that simply claim to be authentic, but those that build trust through what they actually do.
Reflecting on this, I have learned that branding is not only about visuals or products—it is about creating meaning and emotional connections. As a designer, this has shown me the importance of building brands that are honest, consistent and rooted in genuine values, rather than simply creating an image of authenticity.
Director Spotlight
Belle Smith
Other articles