How to build relevant brands in the age of people.

It's well known that, today, no matter how hard some try, brands can no longer limit themselves to offering products or services without added value. This value will depend on the sector, the industry, the market, and other variables that must shape this value if we want to connect brands and people in a relevant and lasting way.

Brands no longer sell, they build relationships .

We find ourselves facing a landscape marked by growing distrust of institutions, in which brands face a historic challenge. According to the Edelman Trust Barometer 2025 , trust in the business world has consolidated its position as the highest among governments, NGOs, and the media, although it remains insufficient to eradicate growing "social grievances." In this context, branding is not only positioned as a strategic tool, but as a critical bridge to reconnect with audiences and build a more inclusive future.

Brands face an unprecedented challenge: to stop being simply businesses and become cultures, communities, and engines of social transformation .

Branding is no longer a simple exercise in visual identity or positioning. Today, the brands that truly make an impact are those that understand that their success depends not only on what they sell, but also on how they integrate into the lives of their audiences.

In 2025, the rules of the game have changed. It's no longer enough to promise quality, innovation, or even sustainability. What truly distinguishes a brand is its ability to connect emotionally, build trust, and offer authentic experiences that transcend the transactional. Brands are no longer just businesses; they are cultures, movements, and, in many cases, drivers of social transformation.

From differentiation to uniqueness: branding as a strategic advantage .

The most successful brands aren't necessarily those with the best products or the most striking campaigns, but rather those that manage to carve out a space of their own in the consumer's mind. And here's a key point: differentiation isn't enough; you have to be unique .

For years, many brands have competed to be "better" than their rivals, but in a saturated market, that strategy has an expiration date. What really matters today is the perception of value. What do you offer that no one else can replicate? How do you communicate it consistently at every touchpoint?

The answer lies in strategic coherence . A powerful brand isn't defined by its logo or its latest advertising campaign, but by how it behaves, how it expresses itself, and how it makes its consumers feel in every interaction.

Trust as a key asset in branding .

For years, the focus of branding has been on differentiation: "How do I stand out from my competitors?" But in a saturated market, differentiation is no longer enough. What truly matters is uniqueness: what makes your brand unique.

Never before has trust been such a critical issue for brands. In an era where consumers question everything, where misinformation abounds, and authenticity is more valued than ever, trust has become any business's most valuable asset.

But trust isn't earned with empty promises or recycled purpose speeches. It's earned with coherence, commitment, and consistency. Does your brand promise sustainability? Then every action must demonstrate it. Do you say you care about your employees' well-being? Make sure that's reflected in their daily work and not just in your external communications.

Trust is fragile. It's built over time, but it can be lost in seconds. And in 2025, consumers aren't willing to forgive inconsistencies. If a brand says one thing and does another, the disconnect with the audience will be immediate.

Being unique isn't a question of product or price, but of perceived value. Key questions brands should ask themselves:

• What do I offer that no one else can replicate?

• How do I generate a real emotional connection with my audience?

• How do I make my proposal consistent across all touchpoints?

The brands we all look up to, whether new players or established acquaintances, don't just sell; they build a powerful identity that resonates in the minds and hearts of consumers. That's why they sell.

The brand experience: from the product to the integral experience .

Branding is no longer just communication; it's experience. And the brand experience doesn't begin or end at the moment of purchase; it encompasses every interaction, every touchpoint, and every micro-moment where the brand is present in the consumer's life.

Today, consumers don't just want to buy a product or service; they want to feel part of something. They look for brands that speak their language, share their values, and offer more than just a functional benefit.

Market-leading brands have understood this and have designed their strategies not only to sell, but also to build communities, foster meaningful interactions, and generate real impact. The most memorable brand experiences are those that manage to be personal, emotional, and shareable.

Creativity as a competitive advantage

In a world saturated with stimuli, creativity is no longer a perk; it's a strategic necessity. Brands that stand out aren't those that follow established formulas, but those that dare to break the rules and challenge convention.

Creativity isn't just about design or communication; it's a way of thinking about business. It's about finding opportunities in the unexpected, transforming limitations into strengths, and connecting with audiences in innovative ways.

The smartest brands have learned that nostalgia, exclusivity, and personalization are powerful drivers of emotional connection. It's not just about "telling stories," but about making people feel part of them.

Towards a more human, more real, more meaningful branding .

Branding in 2025 is no longer a game of big budgets, but of strategic intelligence. The brands that thrive are those that have understood that their role goes far beyond selling: they are creators of culture, drivers of change, and facilitators of memorable experiences.

The challenge is no small feat. It requires strategic clarity, consistency in execution, and, above all, a deep connection with what truly matters to audiences.

At identty, we believe that branding is the most powerful tool for building sustainable, competitive, and culturally relevant businesses. The question isn't whether brands should adapt, but how they will do so to lead this transformation.

The rules have changed, and so has branding.

Is your brand ready to lead this new era?