How to Build a Healthy Brand That Sells

A Proven Framework

Branding advice is everywhere—create personas, build distinctive assets, differentiate yourself, break category rules. It’s easy to get lost in the noise. After working on brand strategy for over 15 years with companies like Sonos, T-Mobile, and Unilever, we’ve developed a simple, effective framework to cut through the clutter.

At the heart of any healthy, high-performing brand are three key components:

1. Recognition: Is Your Brand Easy to Spot?

The first task of any brand is to be recognized. If people don’t notice you, they won’t buy from you. This is where distinctive brand assets come into play—visuals, sounds, slogans, and other sensory cues that stick.

Take our brand, Supra, for example. We chose a distinctive green—not because of psychology, but because it stands out. Similar to Telekom’s magenta, the goal was simple: instant recognition in a sea of sameness.

To measure recognition:

• Use visual recall tests (e.g., 3-second brand flashes)

• Blur and reveal logos to test recognition time

• Run implicit association tests to see which assets truly stick

2. Appeal: Does Your Brand Resonate?

Once a brand is recognized, it must appeal to the customer. This means being both functionally relevant (does it do what I need?) and psychologically resonant (does it feel right for me?).

This step starts with real market research, not just on your brand, but the whole category. We use a framework called MCP—Measure, Causal Analysis, Position.

• Measure perceptions: What do people think about your brand and category?

• Understand causal impact: What drives actual purchase intent?

• Position your brand on attributes that are both meaningful and winnable

Functional attributes include things like:

• Ease of use

• Product quality

• Fit with daily life

Psychological appeal draws on brand archetypes—are you the Explorer? The Lover? The Hero? These subconscious associations shape preference, trust, and ultimately, sales.

3. Salience: Is Your Brand Present at the Moment of Decision?

Salience is your brand’s ability to come to mind in a specific buying situation. Think of it as mental availability.

If you’re driving and craving breakfast but don’t associate McDonald’s with that need, you’ll pass it by. That’s why brands like Coca-Cola consistently associate themselves with meals in their advertising.

This is where Category Entry Points (CEPs) come in. These are the situations or needs that trigger a purchase in your category:

• "I’m tired in the afternoon"

• "I’m buying a gift"

• "I need something quick for breakfast"

Your goal: map your category’s CEPs and ensure your brand is tied to them through repeated exposure at touchpoints—ads, packaging, digital, retail.

Putting It All Together

To create a brand that sells, focus on these three pillars:

1. Be Distinctive: Ensure your assets are recognizable within seconds.

2. Be Relevant: Align your brand with both functional benefits and psychological desires.

3. Be Present: Build salience by linking your brand to buying situations.

Each of these areas can be measured and improved. Whether you're running a global brand or a growing startup, this framework can help you focus your branding efforts where it matters most.

For a deeper dive and to download the workbook click here.