- HoneyHat

What is Brand Singularity?

Let’s take a look at some definitions.

Brand: A company’s perception of itself. It’s ultimately what people think, feel, and say about your company.
Singletony: It is the state, fact or quality of being singular (aka oneness).
Brand singularity: A company (aka brand), that presents itself consistently to everyone, thereby allowing for a consistent brand experience.

Isn’t this what a regular brand should be? It’s what it should become. However, most companies are still stuck in the old paradigm that only cares about what their customers think, feel, and say about them.

Why does brand singularity matter?

Many trends are driving the need to have a brand that is unique, but many companies are not keeping up. These issues will have a significant impact on your brand’s future. Here’s how to find out.

1) Branding is not about the experience of the consumer.

Branding has been used for years to win customers’ favor and keep them coming back. In the past, what customers think about a brand was all that mattered. Companies could project any image they liked to the world and then manage the company behind closed doors. Many companies did this, and were convicted when their internal practices, which included how they treated employees, didn’t align with the public image.

Consumers aren’t always satisfied in this new age. Consumers are now more concerned about a brand’s reputation, business practices, and relationships.

The largest segment of consumers (44%) are purpose-driven consumers. They choose brands and products based on their values.

–2022 IBM Institute for Business Value Consumer Research Insights

It’s more than what your customers think of your logo. It’s about how they perceive your company, your employees, your values, and your actions, both inside and outside of the company walls. It’s almost as if we all have Martha Beck’s famous quote “How you do anything is what you do everything” and use it as our filter to decide who we want our business to be.

2) Hiring is now more competitive than ever.

Companies are determined to retain and attract the best talent in the wake of the resignations. Employees have high standards for brands, much like the consumer shift. It is therefore more important than ever to cultivate a strong, desirable employer branding.

A strong employer brand aligned with your customer brand can be a great way to stand out in a highly competitive market.

In the past a decade, there wasn’t a single reliable way to find out what it was like working at a company. Today, LinkedIn, Glassdoor and many other social media platforms make it easy for people to share information and gain insight about workplaces. This, in my humble opinion is good because it has brought about a lot of willing accountability.

91% of job applicants look for at least one resource online or offline to assess an employer’s brand prior to applying for a job.

–HubSpot Brand Research 2020

Additionally, the best-paying companies aren’t always the most desirable. Employees now value company purpose, vision and values more than a higher-paying job. The traditional deep-pocket brands that depended on the ability to pay the highest salaries will soon be overtaken by smaller, more holistic brands that are built on strong values. We’ve seen many smaller companies that were able to compete with larger, more wealthy corporations to hire talent solely on the basis of their employee value proposition. )

56% of adults prefer culture over salary when it comes down to job satisfaction.

–Glassdoor’s Mission & Culture Survey 2019

Most brands are so focused on their consumer-facing brand that they don’t invest much in their employer brand. This is a big mistake. This is a huge mistake. This shows your employees that you care about their happiness and their daily lives. This is especially important in remote first environments, where employees may feel neglected. It is a bold step to invest in your employer brand that shows you are an intelligent and self-aware brand. This is something every employee would like to see.

No matter how big or small your company is, consumers are your primary audience. You are already behind if you don’t communicate and find ways to connect with them.

3) Investment in every aspect of your brand is investment in your company.

A winning brand provides a consistent and cohesive experience for all touchpoints and audiences.

Many companies don’t feel the pressure to review their brand from this perspective, especially when it is about designing employee experiences. Your customers are important. Your customers are, in many ways, your brand. Your customers may purchase your product. But what happens if they have questions or need help? Customer retention is all about your employees’ customer service.

A positive customer service experience is more likely to lead to 89% of customers making another purchase.

Salesforce State of the Connected Customer

Leaders are increasingly focusing on shareholders’ views and not customers or employees. If you create a brand that cares about your employees, your customers will take care of them, which in turn will satisfy your shareholders. A healthy brand is essential for a company to be healthy.

The brand singularity is how works.

This is what the most successful businesses with the best brands do: they listen to their employees and customers. Take, for example, Nike and Netflix. Both companies have been approaching branding holistically for many years. Nike is well-known for its transparent and clear values. Netflix pioneered the unlimited vacation policy. These brands are known for having the most loyal customers and employees. It’s evident that they knew brand singularity long before the term was popularized.

4) The definition “brand” is evolving.

While we have already discussed how employer branding and the consumer brand are both part of your overall brand, there are many more components. These additional elements can have a significant impact on how people view your brand, depending on their unique circumstances. Think about your…

The CEO brand

Consider how your CEO is perceived by others. Many people believe that the CEO is a major factor in how people perceive your company and its products. This includes whether they are interested in working for you or buying from you. Take, for example:
- Elon Musk is a visionary CEO. He is the face of Tesla and serves as a megaphone/platform through which Tesla’s news can be shared.
- Although Tim Cook is widely regarded as a great CEO and a strong leader, a lot of his work revolves around carrying on the vision of Steve Jobs, Steve Wozniak, and Tim Jobs. While he isn’t afraid to get media attention, he doesn’t seem to want it. In many cases, he prefers silence.
Investor brand

What does your brand look like to investors? This could mean different things for different companies at different stages.
- This would be useful for a start-up in 1-1 settings.
- This is more about how shareholders perceive you as a publicly traded company.

I’m primarily focusing on brand singularity through blending your employer and consumer brand.

How To Create Brand Singularity And Win Your Market

Companies that embrace brand singularity early on and act aggressively will be able to out-shine, hire, and out-smart all their competitors at every level. Here are some key steps to help you make it happen if you’re willing to take on the task.

Your brand heart is important. People care about your values. Document your vision, mission, purpose, and values, and create content that highlights them. Take a look at our guide to discover your brand heart and learn how the best brands bring out their values.
Your brand’s expression should be fleshed out. Your brand strategy and brand heart are the foundation of your brand. However, core elements such as your messaging and visual identity will be the ones that communicate your brand to the rest of the world. You can ensure that your brand is telling a cohesive story by strengthening it and making it visual.
Create an employer brand that attracts people. A strong company culture is one of the best ways to achieve this. Our handy toolkit for employer branding will help you assess all aspects of your employer brand. It will also help you tell the right stories about yourself. Important: Your employee brand must be more than a perception. It should be lived and experienced. Keep in mind: Positive experiences are more beneficial for employees than for customers.
Be consistent. Be consistent in your appearance, sound, speech, and delivery of experiences. This is the key to good branding. To identify gaps and opportunities for improvement, review your buyer journey and employee journey to create seamless experiences for all who interact with your brand.
Flexibility is key. Brand singularity will make a difference in the world. However, companies that are flexible must also be open to learning and growing. You must also understand that “brand” is not just a design system. You can grow your brand in the right direction with a solid brand foundation and a holistic approach. However, it is constantly changing and evolving.

First, commit to taking your brand seriously. Although you may not be able to build a perfect brand overnight you will be more prepared to grow and thrive if your brand is your North Star.

Last note: Although this work can be difficult and time-consuming, it is worth every penny. Consider partnering with the right partner if you’re ready to take on a brand new journey, but need guidance and support. Find out our top tips for finding the right agency, learn about how it feels to build a brand with Column Five and get in touch if you are ready.

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