Our world is saturated with products, services, and messages, the question isn’t whether you need a brand but how you can create a brand that truly resonates. At Frost, we understand that great branding isn’t just about clever logos or memorable taglines—it’s about building a framework that forges meaningful connections with your customers. Yes, your customers, NOT what appeals to you.

The Customer-Centric Lens

Rory Sutherland highlights an essential truth: “effective brands are born when businesses understand human behaviour differently. Brands must transcend features and benefits, focusing instead on the value they create in the minds of their customers.” This shift from traditional top-down strategies to human-centric models is what separates enduring brands from fleeting ones.

The Power of Context and Perception

Competition doesn’t happen in boardrooms—it happens in the minds of customers. Sutherland’s perspective reminds us that value is psychological as much as it is functional. Brands like Red Bull succeeded not because they created a better drink, but because they built a new category, framing their product as a mental and physical energy booster.

To build enduring brands, consider:

  • Understanding Human Needs: What unspoken desires or pains can your brand address?
  • Framing Value Creatively: How can your offering create a perception of exclusivity, utility, or delight?

Speak the Language of Decision Makers

Sutherland’s advice for marketers is to learn the vocabulary of economics and decision-making. By framing marketing initiatives in terms of consumer surplus, efficiency, and behavioural impact, brands can elevate their influence within organisations. This alignment fosters collaboration and credibility, enabling marketing to play a strategic role in business growth.

Differentiation Through Behavioural Insights

Rory’s notion of a “Sat Nav for human behaviour” underscores the power of behavioural science in branding. By understanding how people think and act, brands can craft experiences that resonate deeply. For example:

  • Highlight Unseen Benefits: A flight marketed as “the least crowded” appeals to claustrophobic travellers without reducing fares.
  • Reward Desired Actions: Offering rewards like points or perks for less popular options can subtly guide consumer behaviour.

The Unchanging Human Element

While markets and trends evolve, core human psychology remains consistent. Instead of chasing fads, brands should focus on satisfying timeless needs: status, security, connection, and identity. Iconic brands like Coca-Cola and Nike thrive because they tap into enduring emotional drivers rather than ephemeral trends.

Before you think… “that’s all well and good, what about B2B brands?” The principles are all the same, just look at Salesforce. This is a standout B2B brand that excels at addressing timeless human needs. By building a platform that prioritises connection and collaboration, Salesforce transforms business processes into seamless, customer-centric experiences. Their “Trailblazers” community fosters a sense of belonging and empowerment, tapping into the universal need for purpose and shared success. This approach has cemented Salesforce as an indispensable partner for businesses aiming to innovate and grow sustainably.

At the end of the day brand building can only be successful when you understand human behaviour regardless whether you are a consumer facing brand or B2B, its still people you are engaging.

Why Frost?

At Frost, we specialise in leveraging these insights to build brands that matter. By combining behavioural science, creative strategy, and innovative design, we help brands of all sizes to grow. Whether it’s crafting narratives that captivate or designing touchpoints that delight, our goal is simple: to make your brand unforgettable.

Are you ready to think differently about branding?

Let’s work together to create a brand that not only stands out but continues to grow.