The Brand Triangle: 3 Elements That Create Customer Obsession

Why Most Brand Strategies Are Failing Miserably

Think about your closest mates for a second. Each one has a distinct personality, right? You go to different friends for different reasons – the truth-teller, the hugger, the party animal, the business brain.

Brands work exactly the same way. Yet most businesses are showing up with zero personality, expecting customers to magically connect with… nothing.

The problem starts way before the logo or website. It begins with these 3 core elements that most businesses are completely overlooking:

• Understanding your actual audience (not just demographic checkboxes)
• Developing a genuine personality (not corporate-speak)
• Positioning yourself clearly in the market (so people know exactly why they should choose you)

Before we dig into these, let’s get something straight: a brand isn’t just your logo or colour palette. A brand is a memory in your audience’s mind – it’s the associations, values, and feelings people experience when they think about your business.

We break this down in our previous blog: ‘Looks Good, Feels Wrong: Decoding the Subconscious Signals Your Brand Send‘.

The Audience Deep Dive Most Businesses Skip

Most businesses claim they know their audience, but do they really? Understanding your audience goes way deeper than knowing their age, location, or job title.

You need to understand:

• Their belief systems and values
• Where they hang out (online and offline)
• What information they’re consuming and on which platforms
• The emotional drivers behind their purchasing decisions
• What a day in their life actually looks like

For example, if you’re selling to corporate decision-makers but pouring all your energy into Instagram instead of LinkedIn, you’re could be missing out on a fully engaged room. Similarly, if you’re a product brand targeting everyday consumers, LinkedIn might not be your sweet spot.

The biggest mistake? Jumping on platforms without knowing if your audience is even there. It’s like showing up to a party at the wrong address – doesn’t matter how great your outfit is if nobody sees it.

The real work is in listening:

• Read reviews and forums
• Watch what questions people are asking Google
• Analyse comments on competitors’ posts
• Have actual conversations with real customers

Remember this: The more questions you ask, the more answers you’ll get. Those answers are marketing gold.

Personality: The Missing Element That Makes Brands Stick

Let’s talk about toilet paper. Yep, toilet paper.

On one side, you’ve got generic brands like Kleenex or Sorbent – safe, boring, made for everyone. On the other, you’ve got “Who Gives A Crap” with their vibrant colours, humour, and clear values around sustainability.

At the end of the day, it’s something you wipe your butt with. But the personality difference is massive, and it drives completely different customer reactions.

When you buy from a brand with personality:

• You’re not just buying a product; you’re buying into a set of values
• You’re associating yourself with that brand’s identity
• You’re making a statement about who you are

Most brands rock up with zero personality. They’re plain, bland, and then wonder why people scroll past. Think about it – would you want to hang out with someone who has no opinions, no humour, no distinct traits, and nothing interesting to say?

Your brand personality comes through in:

• The stories you tell
• The language you use
• The visuals you choose
• The memes you share
• How you lead and communicate

Without personality, there’s no connection. And without connection, there’s no sale.

Positioning: Where You Fit in the Market’s Mind

Positioning is about making it crystal clear why someone should choose you over everyone else.

If you’re a service-based business charging peanuts for your work, you’re not necessarily going to attract more clients – you might just be signalling to the right audience that you’re not worth their time.

Your positioning affects:

• How people perceive your value
• Which audiences you attract
• What price points make sense
• How you communicate your offerings

The trap many businesses fall into is thinking like themselves instead of their audience. How you spend money isn’t necessarily how your ideal clients spend money. This is why getting outside perspective is so crucial – you’re often too close to see the gaps.

We’ve helped clients completely reshape their positioning in a single session because they were blind to how they were actually coming across in the market.

A brand isn’t just what you say about yourself – it’s the memory and feeling you create in your audience’s mind. If you’re not deliberately crafting that memory, someone else will do it for you.

Looking Forward: Brands That Stand the Test of Time

Market share doesn’t guarantee future success. Just ask Kodak (who invented the digital camera but got crushed by it), Blockbuster (destroyed by Netflix), or the entire CD industry (obliterated by streaming). The brands crushing it in 2025 are investing in brand marketing – communicating who they are and what they stand for, not just “buy my product” tactics.

Creating a strong brand means building something that resonates with people on a deeper level than just a transaction. It’s about fostering loyalty and recognition that can weather changes in the market. When you build something people connect with, you’re creating resilience for whatever comes next.

The businesses that win aren’t just selling products or services – they’re creating relationships and communities around their core values. They know exactly who they are, who they’re speaking to, and how they fit into their audience’s world.

Your brand is your story, your personality, and your place in the market all wrapped into one. Make it count.