If you think of a “brand”, what comes into your mind?

Personally, I don’t think of logos, products, content or advertising. I think of brands as people, and branding as their personalities.

So what makes a person interesting to me?

For me it’s what they believe in; what they hold dear; the way they think and the way they do stuff.

And then there’s their personality or character. What are they like to be around? Are they lively, fun and interesting? Do they have their own point of view? Can they make me see things differently? These are a few of the traits I look for, and they are generally the things that connect me to someone.

For example, there are a few of my friends that light up a room when they enter. There are a few that are just great fun to be with there and then. And there are one or two that are always there for me when I need them.

But how can our people-based relationships be applied to brands? Particularly tech-powered brands?

Well, for me a brand should define what makes a company whole – what they do, how they do stuff and the way they act. That will then make me, and lots of others, want to find out more about them.

There are zillions of tech companies trying to establish brand connections with potential users. The way we feel when we see and experience a tech company is crucial. Those feelings should be the obvious result of experiencing the brand’s value system – its morality. Does it align with what I believe about specific things? Is it visibly unique and memorable? Do they communicate in an interesting way that speaks to me? Do they stand out from the herd? And does it help me get what I need simply and quickly?

Branding is so important it compelled us to launch Made By Giants in the middle of a pandemic. Right now, feeling connected to people and things is keeping us all going. Brands need to show just how helpful they are – and how they are stepping up for their customers.

James Beveridge, co-founder