Brands with backbone: Why character beats clichés every time

In a world full of empty promises about reliability, customer focus, and innovation, it is time for a change of direction. For brands that do make a difference. Those who choose distinctive values – words that give direction, evoke emotion, and stick. Because in a market where hollow jargon fails, he who dares to choose wins.

Why generic core values don’t work

Be honest: How many companies don’t call themselves customer-first, innovative, or engaged? Used so frequently, they have lost all meaning. They say nothing about the uniqueness of your organization.

Instead, what if you choose words that truly trigger something? Words that tell a story and spark the imagination. Like intriguing, fearless, compelling, or providential. Words with personality. Those make all the difference.

Don’t say everything, but say enough

Some brands say nothing; other brands even scream for attention. What do intriguing brands do? They whisper just loud enough to make you curious.

Let’s take Rituals as an example here: a brand steeped in mysticism – ancient rituals, deep scents, names with a hint of exoticism. Rituals doesn’t sell shower gel, but a purifying ritual. Not a bath oil, but an experience that takes you on a journey. The very fact that not everything is explained makes it attractive. The customer can discover something for himself, give his or her own meaning. And that makes it more personal.

Brands that leave room for imagination are not easily forgotten. They stick around in the minds of their audiences. Not because they are loud, but because they keep echoing.

Rather bold than cowardly

A fearless brand dares to take a stand, even if it means antagonizing people. It’s about showing backbone and making clear choices.

Fastned began building charging stations in 2012, when electric cars were still a fringe phenomenon. Not a viable business model, experts said. But Fastned didn’t need consensus. They built anyway. And they were right.

That boldness is not without risk, but it yields something generic brands will never have: credibility. Not in words, but in choices.

Being fearless means daring to stand for something-even if you face resistance in return. That is precisely when identity is created.

Compelling – at every level

Some brands you use. Others you enter.

The Efteling is the master of this. Not because they have the most exciting roller coasters, but because every detail is right.
From the music in the queue to the smell of freshly baked bread in the palace kitchen of Symbolica – everything tells the same story. Even the bricks in the path. You don’t step into an amusement ride, you step into another universe.

Brands that build a total experience in this way transcend their product. They create memories rather than transactions. And memories are harder to replace than a product. So, don’t ask yourself the question: what do I want to sell? But: what kind of world am I inviting people into?

To look ahead is to stay ahead

A provident brand anticipates rather than reacts. It offers solutions before problems arise.

During the materials shortage in the construction industry, one renovation project ran as usual. No downtime, no stress. Why? Because Stiho had seen what was coming months before.

Through keen data analysis, they identified early which materials would become scarce. They alerted the customer, recommended immediate ordering, and arranged temporary storage. While other projects stalled, their clients continued to build.

This is no coincidence. It shows what Stiho already does at its core: looking ahead and thinking along before it is urgent. Their promise ‘Time for the real work’ translates in practice into more building power – precious time that is used optimally.

With a provisioning attitude, you build a relationship that goes beyond a single transaction. You become a partner who adds value by looking beyond others. And that’s exactly why customers come back.

Become great without losing yourself

The more powerful and distinctive your brand values, the more you will be under a microscope.
Everyone loves rebellious brands – until they get big. Then things get tense: do you stay true to your mission, or do you give in to convenience?

Tony’s Chocolonely’s fight against modern slavery took them to the top, but it also brought difficult choices. Like collaborating with the giant players of the cacao trade.
Controversial? Definitely. But according to Tony’s the only way to actually change things.

Here you see the tension between idealism and scale. Between staying true to your values and expanding your reach. The answer lies not in perfection, but in transparency. In naming your dilemmas openly, and why you choose what you choose.
Strong brands don’t have to be flawless. They do have to be honest.

Say what you do. Do what you say.

A generic brand that fails to deliver on its promise is forgotten. A character-filled brand that fails is judged. That’s the deal.

If you promise providence, you may not be surprised. If you offer immersive experiences, nothing should feel like an afterthought.
People hold you up to the light. Not because they want to catch you, but because they want to believe it’s real. Consistency turns words into behavior. And behavior builds trust.

Values are real only when you live them

Distinctive brand values are not texts on a wall, but choices in real life. They force you to speak out. To stand for something. To be visible in how you do things, not just in what you say.

So ask yourself not what looks good on paper, but: Do I really dare to make this my brand?
In a market full of quality and service, you win by making choices. Not because it’s safe, but because it’s right.

This is how you live up to your brand

1. Give your brand a face – Choose words that have character, not container terms.
2. Dare to compare – If your competitor also says this, scrub it.
3. Make it tangible – Let values become visible in behavior, products, and choices.
4. Live your values, always – Don’t miss a moment to show what you stand for.

Whatever you say, you must feel. Whatever you promise, you must do.

Author: Sieds de Boer