Apologies for not paying attention

Passion is the distinction between playing the piano and being a Pianist; and in the marketing realm, the principle remains the same. Passion molds industry titans and aligns them with brands that mirror their aspirations.

For a passionate leader, obstacles (and brands) are avenues to fresh accomplishments and insights, to triumphs and acclaim. Obstacles are meant to be surmounted.
But is passion sufficient?

By definition, the dictionary tells us that “passionate” signifies possessing an ardent desire, someone who acts impulsively, driven by instincts.

In my own words, a passionate individual is someone who cannot refrain from discussing what they do or enjoy, and I dare say we all know someone like that: a music aficionado, a cycling devotee, a soccer enthusiast, a gamer, someone zealous about their work or their brand.
I also venture to suggest that after a while, it becomes somewhat challenging to sustain interest in them.

The same holds true for some brands; I wouldn’t label them vehement, but I would assert that they often behave impulsively, reactively, or opportunistically; and that renders them inconsistent, metamorphosing into brands that incessantly chatter, as though they were an indicator. Such brands fail to narrate a story.

A narrative necessitates constancy, coherence, and above all, mutual engagement between sender and receiver. Anything else is mere fabrication.
So, is being passionate wrong? What else is imperative?
Not at all; the blunder would be to presume that passion suffices, just as it would be to presume that to be a Pianist, all one must do is play the piano; it also demands consistency.
In the case of brands, success resides in remaining relevant and lucrative over time.
To be relevant and lucrative, a robust relationship with the audience is imperative.
A consistent relationship that feels innate, that does not fatigue.
Herein lies the pivotal role of Branding. It confers consistency upon brands, furnishing them with a voice, a persona, a distinctive guise that is effortlessly recognizable and memorable to those who have encountered them (even if only once).
Consistency enables the stewards of these brands to unleash their passion over time without diluting the message, without ceasing to showcase what renders them unique.

Branding serves as an ally that steers brands towards remaining pertinent (and consequently, profitable) throughout their journey; Branding navigates brands on when to communicate, what to communicate, how to articulate it, and with whom to engage.

Thanks to this, brands attain consistency, ceasing to be “brands that incessantly chatter” and transforming into “brands that fuel conversation”, courtesy of the relevance of their messages and the indelibility of their identity.

All of this is what renders them brands impossible to overlook.

Take, for instance, brands like Wong, or the recent tonal insights Netflix has dispensed in the digital realm, from the global perspective.

Wong stands as one of the most distinguished and recognizable supermarket brands in the nation. Boasting over 80 years in the market, it has not only preserved its value proposition but also its visual uniformity, thus securing a distinct niche in a sector where others have faltered.

In the case of Netflix, the colloquial and fresh demeanor they exhibit on their social media platforms is evidently a strategic choice that has enabled them to differentiate themselves from rival streaming services. However, what truly sets them apart is the steadfastness with which they uphold it, to the extent that they are recognized for their responsiveness to users. It is noteworthy that this steadfastness has been achievable precisely due to the consistency of their messaging.