Move beyond the functional to embrace the emotional

Historically, corporate brands have tended to be little more than a logo, colour scheme and, perhaps, a positioning statement. But while some companies may have a notable history or be known for an innovative product, there's little else to make these two-dimensional brands feel relevant.

Today, audiences expect a different kind of relationship with the companies and brands they associate with. They demand more of an emotional connection and to feel that the brand is aligned with their worldview. Powerful corporate brands can translate commercial logic into social and cultural benefits that have an enduring and distinctive place in the world and the minds of audiences.

All successful brands influence the emotions of their audiences to inspire trust, create loyalty and enrich lives – corporate brands are no different.

Apple – Apple is well known for the loyalty its brand commands with customers – trust that the company has maintained and grown as the brand has migrated from being the alternative choice in the 80s and 90s to being squarely in the mainstream today. More recently, Apple has shown that it’s keeping pace with changing attitudes. Privacy and the environment are key topics to customers and stakeholders and Apple has bolstered its credentials on both fronts. This is evidenced by greater transparency of the App Store’s privacy policy, reinforcing the trust customers have and the announcement that more of Apple’s manufacturing partners will be moving to fully renewable energy, as the company aims to reach carbon neutrality by 2030.

Samsung - Samsung is perhaps the most valuable brand in the Asia-Pacific region. As the company has continued to grow despite a very tough trading environment caused by the global pandemic, it has also launched new initiatives to join in the global efforts of climate action. Most recently, the brand has formed a partnership with Patagonia to reduce the impact of ocean pollution created by microplastics.

WeChat - WeChat plays an integral part in day-to-day life in China, with its allencompassing set of services allowing customers to message, video call, order food, and shop. It also played an integral part in the country’s fight against COVID-19, with more than 700 million people using its services to book vaccinations and tests. The app’s entrenchment in people’s lives helps it achieve strong scores in reputation and consideration among Chinese consumers, according to Brand Finance’s research.