Learn the 5 core elements (like brand positioning and personality) that big brands use to program consumer perception, and how to plant these “seeds” strategically to stand out, build loyalty, and drive sales.
Veronica-Esther
26th June, 2025
Your brand identity is defined by consumers, but programmed by you.
The visual feel of a brand, mood/color palette, brand voice/tone, values, and brand story are all brand identity elements big brands use when programming the minds of consumers interacting with their brands.
However, the consumers still get to ultimately determine how these brands are perceived in their mind (with the help of subtle programming, of course ;)
Think of it as priming.
In psychology, priming is when exposure to one stimulus (like a word, image, or idea) influences a response to a subsequent stimulus, without conscious guidance or intention.
For a brand, exposing consumers to brand elements such as logo, color, or slogan makes the consumer more likely to notice or feel positive about the brand, and ultimately choose that brand when they’ve arrived at the Action stage in the ADIA funnel.
Now, planting these ‘seeds’ in the minds of a consumer isn’t a problem; the question is, what seeds should you be planting?
Before we dive into some branding seeds to plant, let’s first understand what a brand identity is and what you can gain from building a strong one.
In simple terms, a brand identity is a collection of all the elements used to create an image or a perception in the minds of your audience.
It’s like looking at a well-made dish and acknowledging that the dish itself is a product of several seasonings and spices, and a chef who knows and enjoys cooking.
And in order to stand out in a competitive market, you must have a personalized but unique brand identity that resonates with your audience on an emotional level.
A strong brand identity will help you;
Understanding the value of branding can take a small start-up or an established enterprise to the next level.
Let’s talk about these ‘seeds’ in branding terms.
We often think of things such as brand name, logo shape, font, and slogan as the entirety of what a brand should be.
But that’s wrong.
Those are just byproducts of the essentials of branding done right. In order to build a brand that outlasts itself, there are 5 core elements of a branding identity you must build.
These key brand identity elements are: position, promise, personality, story, and promotion.
Brand positioning is describing what your brand does, for whom, what makes you different (USP) from your competitors, and what your audience stands to benefit from working with you.
Once you’ve clearly defined your brand statement, you can determine what your brand offers that others don’t. When creating a brand statement, think of questions like;
Once you have answers to these questions, make it into 20, 50, and 100-word versions. It makes it easier to communicate a clear value proposition to your customers.
Your brand promise is a statement that defines what you will deliver to your consumers for every interaction they have with your product or service.
Your brand promise should include a commitment to your customers on what they should expect from your services/products, benefits, and overall feeling associated with your brand.
Some examples of brand promises include Fuseight’s promise of building and deploying high-end, high-quality, and high-converting websites for each of its clients.
A brand’s personality are traits that are associated with the brand. How would someone describe your brand if it were an actual person? What does it sound like? Its values and overall persona?
Defining your brand’s personality makes your brand relatable and memorable by creating an emotional connection with your audience. It can be seen through visual cues, communications, and marketing.
80% of consumers have admitted that authenticity is an important factor when deciding which brand to work with. So, if your tone and character don’t sit right with a consumer, they’re less likely to patronize you.
Some examples of a brand personality include:
Brands with this personality are seen as down-to-earth, honest, wholesome, and cheerful. They value authenticity and build trust by being genuine and caring.
Traits: Honest, genuine, thoughtful, family-oriented.
Examples:
Dove: Projects a message of real beauty and care, fostering a sense of honesty and wholesomeness.
Pampers: A classic caregiver brand focused on the safety and comfort of babies, embodying sincerity and trust.
These brands are daring, spirited, imaginative, and up-to-date. They thrive on energy, adventure, and being on the cutting edge.
Traits: Daring, spirited, creative, modern.
Examples:
Red Bull: The ultimate excitement brand, constantly associated with extreme sports, adventure, and pushing limits. Its slogan, “Red Bull gives you wings,” is a direct call to excitement.
Nike: Exudes a daring and spirited energy with its “Just Do It” attitude, inspiring courage and high performance.
This personality is defined by reliability, intelligence, and success. These brands are seen as leaders in their field, trustworthy, and efficient.
Traits: Reliable, successful, intelligent, efficient.
Examples:
Google: The epitome of competence, providing reliable and intelligent solutions for information access.
Microsoft: A brand built on a reputation for being a successful and dependable leader in software and technology.
Remember, your brand picture should be about the bigger picture you want to paint for your audience. That way, your brand personality can complement your product/service and also advertise the lifestyle you want your audience to experience.
People like stories. We’re programmed to crave and seek out great stories. Every audience wants to know a brand’s origin, how they started, why they started, their mission, goals, obstacles, and values.
Think of your favorite book, movie, or character. You like them because you know their story. In that same way, your audience will connect, remember, and resonate with your brand on an emotional level when you authentically weave your brand story.
It takes your audience on your journey and makes them a part of it.
Here are some tips for crafting your brand story:
Finding your Why:
Knowing your Product:
Knowing your Audience:
Having a brand story is important because it helps consumers understand why your business exists.
This strategic set of activities and communication tactics is designed to increase awareness, create a positive image, and ultimately stimulate demand for a particular brand.
Unlike product promotion, which focuses on a specific item, brand promotion aims to build the overall reputation and recognition of your business or its entire line of products and services.
A successful promotion strategy ensures a brand not only captures the attention of potential customers but also builds lasting loyalty.
Due to the number of benefits linked with the Internet, many businesses have chosen to promote their brands using that medium.
You can promote your business using tools such as newsletters, blog posts, partnering with influencers, local search optimization, social media marketing, paid advertising, and user-generated content.
In a crowded market, brand elements help a product stand out on the shelf. However, it’s the promotion that explains why it’s different. A competitor can mimic your colors or logo style, but they can’t replicate the trust and unique story you’ve built through consistent brand promotion.
Promotion articulates the brand’s unique selling proposition and solidifies its position against competitors.
What’s more, effective promotion links a brand’s elements to its core promises and values. To illustrate, when you see the Amazon logo, you immediately think of fast delivery and a vast selection.
This isn’t an accident; it’s the result of years of consistent promotional messaging about speed and convenience. This builds “brand equity”: the added value a brand name gives to a product.
In the future, brands that’ll stand the test of time are brands that comprehend the complexity and simplicity of these seeds to be planted in the minds of consumers.
Therefore, for every brand looking to build a brand that resonates with its audience, these core elements are things to look out for.
Plant the right seeds: positioning, promise, personality, story, and promotion, to grow a timeless brand.