How to Build a Brand That Resonates: The 7 Ps of Branding You Can’t Ignore

Go back and think—within the last year, how many brands have you interacted with that left you completely satisfied? How many products or services have you purchased simply because they built trust in your mind, without you even questioning the quality? And how many times have you found yourself thinking, “I want to create a similar experience for my customers?”

This is the power of a brand. It’s not just about fancy designs, logos, or catchy taglines. It’s about the experience you give to your customers. A brand is felt, not just seen. It’s the trust you instill, the promises you keep, and the emotions you evoke.

Building a brand with the right foundation requires more than aesthetics—it requires intent. And that’s where the 7 Ps of Branding come into play. This simple framework ensures that every interaction, from first glance to final purchase, reflects the experience you want to give and continue to give your customers.

Consistency: The Backbone of a Strong Brand

Consistency isn’t always easy, but it’s essential. Think about it—your customers interact with your brand in many ways: social media posts, customer support, the actual product or service. Each of these touchpoints must deliver the same experience. A cohesive, consistent message builds trust over time. Inconsistent messaging, on the other hand, can confuse customers and damage your reputation.

Ask yourself: What’s harder—staying consistent or rebuilding trust once it’s been lost? The answer is obvious. Consistency must be the foundation of your branding efforts, ensuring that whether customers encounter your brand on Instagram or in an email, they feel the same level of trust and reliability.

Set SMART Goals and Create Milestones

Every strong brand begins with a plan. You need to know where you’re headed, and that starts with defining SMART goals:

• Specific: What exactly do you want to achieve?
• Measurable: How will you track your progress?
• Achievable: Is your goal realistic based on your resources?
• Relevant: Does this goal align with your overall brand vision?
• Time-bound: When do you plan to achieve this?

Breaking these goals down into smaller, actionable milestones keeps you focused and motivated. Whether it’s gaining more followers on social media or improving your customer service, having a clear sense of direction ensures every step you take is deliberate and aligned with your vision.

Market Analysis: Understanding Where You Stand

Before building your brand, you need to understand where it stands in the marketplace. This is where market analysis comes in. Look at your competitors—how are they perceived, and what gaps can you fill? Analyze customer feedback—what are people saying about your brand, and where can you improve?

A great tool for this is the perceptual map, which helps you visualize your brand’s position in comparison to others. For example, you can plot your brand based on attributes like price and quality or customer service. This gives you a clear understanding of where you are today and where you want to go, allowing you to position your brand more effectively.A Branding Formula: The 7 Ps of Branding

What makes a brand successful, and how do you build one that truly resonates?

Once you’ve done your research, committed to consistency, and set clear goals, you’re ready to build your brand using the 7 Ps of Branding. This formula ensures that every touchpoint reflects the experience you want to create.

1. Purpose

What: The reason your brand exists and what it stands for.

Why: Your brand's purpose is the foundation of the experience you offer. It answers the question, Why are we here? A strong purpose gives your brand direction and establishes a clear connection with your audience.

How: Define your brand’s purpose by aligning it with a meaningful cause or mission that resonates with your customers. For example, if you’re a sustainable fashion brand, your purpose might be to reduce environmental impact through ethical clothing. Every decision you make, from sourcing materials to communicating with customers, should reflect this purpose.

2. Personality

What: The tone, style, and character your brand portrays.

Why: Personality humanizes your brand, making it more relatable and memorable. It influences how customers feel when they interact with you.

How: Define the tone and style of your brand based on how you want to be perceived. Are you fun and quirky, or serious and authoritative? Consistency is key. For instance, if your brand has a casual and friendly personality, that tone should be reflected everywhere—from your social media posts to customer service emails.

3. Perception

What: How customers perceive your brand compared to others.

Why: Your brand’s perception is shaped by the experience customers have with it, and it directly impacts their loyalty.

How: Analyze how your customers currently view your brand versus your competitors. A tool like perceptual maps can help visualize your brand’s positioning based on attributes like quality, price, or customer service. If your goal is to be seen as a premium service provider, ensure every interaction—from your website design to customer support—aligns with that high-end perception.

4. Promise

What: The commitment your brand makes to its customers.

Why: A brand’s promise sets expectations. When customers believe you’ll fulfill it, they trust you. When that promise is broken, trust is lost.

How: Craft a clear, simple promise and ensure every touchpoint reflects it. For example, if your brand promise is “fast delivery and top-notch customer support,” customers should consistently experience quick service and responsive, helpful support. Brands that keep their promises become brands that customers return to.

5. Positioning

What: How your brand stands out in the marketplace.

Why: Positioning helps customers understand why they should choose you over competitors. It answers the question, What makes you different?

How: Identify your unique value proposition—what do you offer that competitors don’t? For instance, if your brand offers eco-friendly packaging when others don’t, that’s a differentiating factor that needs to be highlighted in your branding. Clearly communicate this differentiation in your messaging and customer interactions.

6. Presence

What: Where and how your brand is visible and interacts with customers.

Why: Presence ensures your brand stays top-of-mind for your audience. It’s about showing up where your customers are, in a way that reinforces your brand’s values.

How: Build your brand’s presence across the channels that matter to your audience. Whether it’s through social media, your website, email marketing, or physical touchpoints like stores or events, ensure that your brand’s look, feel, and voice are consistent. For example, if your brand is all about simplicity and minimalism, this should be reflected across your website, packaging, and even customer service.

7. Progress

What: How your brand evolves to stay relevant and meet customer expectations.

Why: Brands that don’t evolve risk losing relevance. Progress ensures your brand stays fresh and continues to meet the changing needs of your customers.

How: Regularly assess your brand’s performance and adapt as needed. This could mean refreshing your visual identity, updating your messaging, or adopting new technologies to improve the customer experience. For instance, a brand that once focused only on physical retail might expand into e-commerce to meet customer demand for convenience.

Conclusion

A Brand Is an Ongoing Experience In the end, a brand is all about the experience you give—and the one you continue to give—your customers. The 7 Ps of Branding provide a clear, structured approach to ensure that every touchpoint, from first contact to final purchase, reflects the experience you want to deliver. Purpose, personality, perception, promise, positioning, presence, and progress—these are the building blocks of a brand that resonates.

Remember, a strong brand isn’t just seen. It’s felt. It’s trusted. And it’s the kind of brand customers want to come back to, time and time again.

If you’re looking for inspiration or want to learn from other successful brands, here are some insightful case studies to explore:

1. BlueScope (Manufacturing)BlueScope is a major steel manufacturer in Australia, known for its strong brand presence in the global market. This showcases how BlueScope focuses on innovation, sustainability, and community engagement to reinforce its brand image. https://www.bluescope.com/our-brands
2. Origin Energy is one of Australia's largest integrated energy companies. This showcases how the company has positioned itself as a leader in renewable energy, rebranding itself to emphasize sustainability and future-focused energy solutions. https://www.originenergy.com.au/
3. Toll Group (Logistics)Toll Group is a major player in logistics and transportation services across Australia and internationally. This highlights how Toll Group transformed its brand to focus on customer-centric services and innovation in supply chain solutions. https://www.tollgroup.com/
4. HealthBeacon is a digital therapeutics company that provides smart tools for managing injectable medications. Its flagship product, the Injection Care Management System (ICMS), enhances patient adherence by tracking medication usage and providing reminders. Its sustainable technology also promotes the responsible disposal of medical waste, reducing environmental impact. https://healthbeacon.com/
5. LetsGetChecked is a Dublin-based company that has grown rapidly, especially during the pandemic, offering at-home health tests including COVID-19. It has established strong partnerships with major airlines like British Airways and American Airlines, focusing on improving patient convenience and access to healthcare. Its comprehensive diagnostic solutions empower individuals to take control of their health. https://www.letsgetchecked.com/
6. Vitalograph Known for its innovations in respiratory diagnostics, Vitalograph has been a key player in the healthcare space, providing solutions to hospitals and healthcare professionals globally. One of its notable innovations is the VitaloJack, a system for cough analysis that helps improve diagnostic accuracy. The company has successfully scaled its operations by embracing new technologies. https://vitalograph.com/