Issue #4 | The Brand-Compound Effect

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The Brand-Compound Effect

Like many kids growing up, I had a piggy-bank that I'd pop my change into. Over time, those small amounts would add up to a nice sum that I could spend on whatever I liked.

Until we got broken into, and they even stole my piggy-bank!

Investing in your brand is just like compound interest. Small, consistent efforts that lead to exponential returns over time. This is the Brand-Compound Effect - the cumulative impact of consistent and holistic brand development.

Maybe you've already got a nice business logo, a snazzy tagline, and your fonts and colours all sorted - and while visual expression is important, they are just parts of the whole.

We need to think harder about our brands. This isn't something just for the FTSE 500. For many, that means going deeper than the visual surface level, remembering that your brand is the sum of perceptions, emotions, and experiences associated with your company, and its products and services.

So, what kind of things can we focus on to amplify the Brand-Compound Effect for stronger brand equity and loyal customers?

• Consistency in the interactions our customers have with the brand. Does the experience and service reflect the same values and messaging? Are we consistently building positive trust and recognition?
• Are our team members engaged and productive? Are they clear on direction and aligned to the brand's mission? Are we nurturing strong brand ambassadors internally? Are we equipping them the narratives through brand storytelling and encouraging them to share their successes and experiences?
• Regularly collect customer feedback and use this information to refine products, services, and customer interactions, demonstrating that you listen and adapt. Don't just sit on the data, act on it!
• Create experiences. Preferably entertaining, meaningful or educational. Here, for example, we may think about in-venue or digital interactions. Aim to evoke positive feelings that align with your brand identity. When we feel good, we assign that feeling to the experience, and thus to the brand.
• Share you brand's story A LOT. This could be your origins, values and vision. It could be the pain-points you help overcome. It could be the reason you exist. It may be your purpose (more on this later...) I call these 'diving off points'. We want ways for customers to dive into our brand, and for some that will look like a fun curly-whirly water-chute slide, and for others that will be a no-fuss pike from a 27-metre high platform. You've got to find what works for your brand, and what gets them in the pool.
• Provide training to your employees on brand. Help them understand your brand values, mission and vision. Set the expectations and standards for customer interaction. We want our teams to embody the brand, though we need to educate them first if we want to improve the overall brand experience.
• Don't sleep on your brand over time. When we let our brands stagnate, we practically tell our customers that we're not fussed any longer. When we stay agile and are willing to evolve our brand over time, we stay culturally aligned to our markets and customer preferences, while remaining true to our core values.

Everything the Light Touches is Your Brand

The truth is that everything the light touches in your business, is your brand.

It's something business owners often shy away from or don't think of in this way. From our vision, mission, and values; to our personality, our reliability, and reputation, and recognition.

I spent years working agency-side providing brands with great positioning, fantastic brand strategies, and powerful brand identities - but something didn't sit well with me.

When you do all this great work, you also get to see under the bonnet. It's sometimes scarily worlds apart.

Now, you may say that I have an advantage because I can see the intricacies and internal workings, but I can assure you, these trickle - and sometimes gush like a tsunami - into the customer experience.

It undermines, chips away, gobbles up all the hard work we put into the brand.

Business owners and leadership would do well to move beyond the confines of logos, tone of voice, and messaging. These are often the things that come to mind for many when I talk about brand. While these elements are foundational, they are merely the tip of the iceberg.

The true power of a brand lies in the entire ecosystem of customer experience, company culture, and stakeholder engagement. Consumers can see straight through the 'brand-bullshit' when things don't stack up.

Transparency is what keeps our brands meaningful and trustworthy.

Your Brand is the Sum of All Customer Interactions

Everything your company does and says is part of your brand.

From how your employees are treated. To what your CEO says and how they lead. To your reception team's welcome.

Every encounter with your brand - product, staff, advertising, in-venue experience, packaging - they all contribute. Your brand is the sum of all customer interactions, and your brand equity is the compound effect of these experiences over time.

Get this right, and we create a ripple effect that touches every aspect of our business.

The Brand-Compound Effect in Effect

I'll use Lush as an example. They're a British cosmetics retailer, headquartered down the road from me in Poole, Dorset (it's also home to the first-ever Lush Spa).

Lush is known for its handmade products and commitment to ethical sourcing, environmental sustainability, and vibrant, inclusive culture. These brand lynchpins are not just part of Lush's marketing. They're ingrained into their culture and operations, from manufacturing, sourcing, employee advocacy, and social responsibility - such as campaigning against animal testing.

Lush’s commitment to social and environmental causes, such as their campaigns for animal rights and reducing plastic waste, aligns with the values of their customers. This strong cultural foundation enhances their brand, creating a loyal customer base that shares their passion for ethical beauty.

But remember, everything the light touches...

Lush created a unique in-store experience, with its colourful displays, organic natural feel, appealing to all the senses, and interactive product demonstrations - all of which further solidify Lush's brand, making it a loved name in the beauty industry.

Now take Leon, the fast food chain which launched in 2004 and was bought out by EG Group in 2021. It's another example of how a strong culture can supercharge a brand.

Leon’s mission is to make fast food healthy and accessible. Their culture of health, sustainability, and community shapes every aspect of their business, from the ingredients they source to their restaurant designs and customer service.

Leon’s culture promotes wellness and environmental responsibility, with initiatives like using seasonal, locally-sourced ingredients and sustainable packaging. Their focus on providing nutritious, delicious food quickly created a unique niche in the fast food industry, appealing to health-conscious consumers, who value not only the food but also what Leon stands for.

"Why can’t fast food be good food? Our mission is to prove that it can be by serving naturally fast food that not only tastes good but does you good too." - Leon

The Myth of 'Brand Purpose' ...

Does this mean I have to have a 'brand purpose' and stand for something noble and life-changing?

Well, no, I'm not part of THAT brand purpose brigade.

'Brand Purpose' is a concept that agency and brand professionals invented to appear more relevant in a marketplace that values social and ethical responsibility. It was a way to deliver exactly the same service, but in a new way - a positioning exercise - to try and appeal. But again, look under the bonnet and there's no substance.

Of course, some brands are genuinely driven by a social purpose, and that's commendable. I've worked with quite a few.

But every business has a purpose simply by existing. You're a commercial entity aiming to make money. Even not-for-profits need to operate financially to be sustainable.

I'm not so na?ve as to dismiss businesses that exist purely for commercial purposes. Your business can be driven by commercial goals, social goals, or both. What's more important is viewing your brand as an asset.

Culture As a Way In - The Heartbeat of Your Brand

Culture is a powerful way in for supercharging a brand because it shapes internal behaviours, drives employee engagement, and directly influences how customers perceive and interact with your brand, creating a cohesive and truthful brand experience.

A culture built on trust, respect, and clarity can positively shape your business. How we work on the inside sets the tone for how we work on the outside, influencing our brand's perception.

But this isn't a blanket approach. When I work with businesses who want to improve their culture, they understand that the benefits are far-reaching. Happier, more productive and collaborative teams. Clarity of direction. United leadership and management. Heightened brand perception and engagement... etc etc.

We have to deeply reflect on what it is that sets our businesses apart, and articulate that in a way that is more than simply 'innovative,' 'welcoming,' 'friendly.'

The culture and brand values need to be uniquely and explicitly yours - underpinned by action and behaviours that are conducive to your strategy and organisational goals.

So much so that if someone put a sheet of paper with just your values on them, they'd know it's your company.

The Future of Brand and Culture Experience

Brand and culture experience is only going to heighten. As technology advances, particularly in AI and machine learning, the importance of brand experience will intensify.

I suspect that the businesses which seamlessly integrate advanced technologies with a deep understanding of their customers’ needs and preferences will thrive. Particularly now that AI can analyse vast amounts of data to provide personalised customer experiences, predict trends, and optimise marketing strategies.

Yet, it's the human element - empathy, creativity, and cultural awareness - that remains irreplaceable... for now.

AI may be able to enhance customer service, streamline operations, and offer insights, but the essence of the brand experience will continue to hinge on genuine human connection and cultural alignment.

So, perhaps now is the right time to be doubling-down on your brand strategy. Creating those experience and moments where our piggy-banks become full to the brim, growing brand value, and creating a longer-term, sustainable and competitive advantage...

Until someone heartless comes along and robs it ?? ?? ??

Cest Pamplemousse Partner Consultants

In my journey to amplify my mission to unite brand and culture, I'm in the process of forming strategic relationships and creating a network of Partner Consultants.

I'm bringing together specialists from complementary disciplines - ranging from leadership coaches, DEI experts, organisational transformation consultants, and CX designers, to interior designers and even artisan perfumiers - those that are passionate about bridging the gap between brand, culture and strategy.

Remember, everything the light touches...

I'm positive that with our collective expertise, we can create the holistic brand and culture experiences that help businesses align, unite and juice their full potential for both internal and external stakeholders.

In the meantime, if you're looking for advise and support on with your own business, check out my brand, culture and strategy workshops.

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Ryan Grimshaw is the founder of Cest Pamplemousse, the brand and culture consultancy for businesses who want to drive success, with everyone on the bus for the ride. Unite brand and culture to empower your people on the inside and build trust with customers on the outside ??

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