Insights from 20,000+ Naming and Branding Projects

Positive Branding in a Mixed-Up World


Establishing a positive brand has never been more important. In a world where the only certainty is rapid change, people are seeking comfort from whatever means possible.  

What is positive branding?

As the name suggests, positive branding is all about having a positive reputation. It is when a brand triggers positive thoughts and feelings, demonstrating that the company is perceived in a good way. This might simply be due to the fact that the organization creates excellent products and provides exceptional customer service, but it often goes beyond the business itself. It might be a strategic focus on organic materials and environmentally-conscious production processes or perhaps it’s a commitment to giving back to the community.

Why is positive branding important?

In times of adversity, positive branding has become less of a ‘nice-to-have’ and more of a necessity. A range of companies use this opportunity to partner with non-profit organizations or donate some of their profits to charities. While on the surface this seems like a generous act (and there’s no denying that it absolutely is), organizations that do not align their brand with these kind, selfless acts tend to become the odd ones outs. 

Now, put yourself in your customer’s shoes. If you have the option of purchasing a product from two different brands, but only one of them is offering to donate some of the sale value to a good cause, who do you choose? It’s a no brainer, right? Most people will always go for the one that is generating a greater benefit. Essentially, individuals feel as though they’re doing a good thing for simply making a purchase they were going to anyway – win-win!

How can you improve your positive branding?

Hopefully, you now recognize just how important positive branding is for your company. If you’re looking for ways to improve this and remain relevant in a fast-paced, ever-changing, mixed-up world, here are three tips to get you started.

Identify your company’s values

Most organizations have given this some thought and you may even have a list of values saved somewhere in the corner of your google drive. If you are serious about positive branding, it’s time to bring your values to the forefront. Take note that these should be more than just a list of items in a document. They should be things that your business collectively lives, breathes and works by. Promoting fake or superficial values will be your undoing so make sure that you act authentically. Consumers are seeking brands that walk their talk, especially in today’s climate where people are desperate for steadiness and reliability.

Promote with personality

Now is not the time to be stuffy or overly professional. Get vulnerable. Let your consumers see that you too are impacted by uncertainty and changing times. Make it clear what you stand for and how you are playing your part to create some good amongst the chaos. Positive branding is much easier when you humanize your brand as consumers are much more likely to relate.

Build a community

Finally, you need to get on those socials and start engaging. With customers, potential customers, suppliers, partners, charities that align with your values – whoever you think may be relevant to your community. In times of uncertainty, people are attracted to the idea of togetherness and strengthening your online community (with the right people and partners) will only enhance your positive brand.

There’s no denying the importance of positive branding in a climate defined by uncertainty. By making some small changes, your company can benefit from this practice and continue to experience success through times of rapid change.

About the author

Jenna Jackson

Jenna is a branding consultant at, the World's #1 Naming Platform.

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