A study from Harvard says that 95% of purchasing decisions happen subconsciously. People buy without even knowing why.

Do you think it’s because the product is cheaper? Or because the ad convinced them?

The answer is: sometimes.

The real reason?

The brand. Or more accurately:

The emotional impression the brand leaves in the customer’s heart and mind.

Everyone knows branding is important. But very few understand just how important it actually is.

People spend thousands on marketing campaigns and ads—but still see no real results. Why?

Because the brand isn’t clear.

And I’m not the only one saying this.

David Aaker says:

“A brand is the most powerful intangible asset a business can have. It’s what makes people buy today, buy again tomorrow, and even defend you when you mess up.”

Let’s break this down step by step.

You want to sell, right?

You could post every day and talk about how great your product is—but will people buy?

Not always. Why? Because you need:

• Trust

• Differentiation

• A sense of identity your audience wants to be part of

These don’t come from ads.

They come from branding.

Not just logos. Not just colors.

Brand means: How people think and feel about you or your business. It's the impression in their minds.

So how is branding connected to customer loyalty?

Take Patagonia, for example, their brand isn’t just about jackets or gear, It’s built on two core beliefs:

1. Protecting the planet is non-negotiable

2. Business should serve the environment, not exploit it

That’s not marketing fluff, it’s their actual DNA.

They’ve sued political leaders over environmental issues. They’ve given away their profits. They’ve told customers not to buy their products unless they truly need them.

The result?

People don’t just buy Patagonia—they believe in it. They feel part of something bigger.

That’s loyalty. Not just to the company, but to the meaning the brand represents.

Even if another brand offers cheaper gear or slicker ads, people stay with Patagonia. Why?

Because leaving the brand can feel like abandoning a part of themselves.

The same principle applies to any business—big or small.

When your brand is rooted in clear beliefs, it stops being just a service or product.

It becomes a shared identity.

Clients may leave, switch providers, even try to copy you.

But it’s rare that they forget a brand that felt like them.

Because a strong brand becomes a shared identity—not just a business.

Yes, people may abandon projects, change plans, or even betray their partners.

But if they feel your brand reflects them—it’s hard for them to walk away.

Because that would mean walking away from a piece of themselves.

It’s also what Marty Neumeier meant when he said: “A brand is not what you say it is. It’s what they say it is.”

And the way to manage these impressions and beliefs is through brand strategy.

Wonder how to build your strategy? You can partner with me to build yours.