Why We Choose One Brand Over Another and What That Means for Your Business
Why do people happily pay £4.50 for a loaf at Gail’s when Greggs sells bread for £1.50?
Why do shoppers spend £150 on a Patagonia fleece instead of £40 at Mountain Warehouse?
Because we do not just buy the product. We buy what it represents.
Brand is perception, not presentation
A strong brand does not start with a logo or a colour palette. It starts with clarity.
Your brand lives in the minds of your customers in what they think and feel about you. It is shaped by every experience they have, from your website and tone of voice to how you handle an enquiry or deliver your service.
Using my Marketing Alignment Method, we start with that clarity: who you are, what you stand for, and why customers should care. Only then can your messaging, design, and marketing activity work together to create a brand that attracts the right people and turns interest into loyalty.
When your offer and message are aligned, your brand does not just look good, it becomes magnetic.
What great brands do differently
Let’s look at three examples that get this right.
Gail’s Bakery sells belonging, not just bread.
You can buy a croissant anywhere, but Gail’s creates an experience that feels warm, local and human. People feel good being part of it. It is the sense of everyday luxury and community that keeps customers coming back.
Patagonia stands for values, not fashion.
People buy from Patagonia because of what the brand represents: environmental responsibility, craftsmanship and purpose. Their customers share those values, so the purchase feels meaningful.
Oatly made oat milk a movement.
In a market full of bland packaging and serious messaging, Oatly injected personality, humour and a clear sense of purpose. They did not just sell a product; they created a lifestyle that reflected how people wanted to feel.
All three brands are clear about who they are and what they stand for. They have built a loyal customer base because people understand them and want to be part of what they represent.
When a rebrand makes sense
Sometimes, businesses reach a point where their brand no longer reflects who they are or where they are going.
A rebrand can help when:
Your business has evolved, but your brand has not caught up.
You want to move upmarket or attract a new audience.
Your current brand no longer reflects your offer or values.
You are merging businesses and need one clear identity.
In these cases, a rebrand is not just a visual exercise; it is a strategic opportunity to realign your business and tell your story in a way that resonates.
When a rebrand is not the answer
Sometimes the issue is not your brand identity; it is your clarity.
If you are not getting the right kind of enquiries or your marketing feels inconsistent, a rebrand might be treating the symptom rather than the cause.
Before you spend time and budget on new visuals, ask:
Is our offer clear?
Do we know who our ideal customer is?
Is our messaging consistent across every touchpoint?
If not, fix those first. Otherwise, you risk changing how you look without changing what is underneath.
It all comes back to clarity
The brands people choose, whether global names or local businesses, are the ones that feel consistent, confident and true to themselves.
That is what real branding is about.
Using my Marketing Alignment Method, I help businesses find that clarity and turn it into marketing that attracts, converts and retains the right customers. Whether that means refining your brand positioning or leading a full rebrand, the goal is always the same: a brand people understand, trust and want to buy from.
Ready to build a brand people choose?
If you are thinking about a rebrand, or simply want to strengthen how people see your business, let’s talk.
Book a Free 30-Minute Consultation
Together, we will make sure your next move creates a brand that works as hard as you do.
Claire Best Marketing helps service-based businesses gain clarity, sharpen their messaging, and create marketing strategies that truly convert. With 30 years of marketing experience from major brands, Claire brings senior-level expertise tailored to the unique challenges of small and medium-sized enterprises.
Claire works closely with business owners to remove guesswork and wasted effort, delivering straightforward, practical plans designed around each client’s goals. Supported by a trusted team of specialists, she provides expert marketing support without the overheads of a traditional agency.
Whether you want to learn how to market effectively yourself or hand over the entire process, Claire empowers you to focus on running your business while she drives your marketing success.
claire@clairebestmarketing.com | www.clairebestmarketing.com