Brand Ethos or Brand Name: What Means More to Consumers?
Ok, you got me. I’m guilty. The title is a little clickbaity as it’s really a trick question – both brand ethos and brand name mean something to consumers these days. In fact, it’s a very personal experience that consumers share with a brand they support. Some support brands because of their name and status while others support what a brand stands for and what they represent. Can consumers support a brand for both the name and ethos? Sure. But generally, the consumer has a connection with a brand due to one or the other.
What the Heck Is Brand Ethos and Why Is It Important?
Brand ethos is the company’s core identity. It embodies the brand’s mission, vision, goals, culture, and the community they represent. When we think of ethos, it’s what makes us feel good about supporting a brand. For instance, if the purpose of a brand is to give back to a community, charity, or organization, people may support them for that reason. Bombas socks come to mind. This direct to consumer (D2C) company was on Shark Tank, made a deal with Daymond John and together their brand has made millions. But more than just the sales, Bombas has donated more than 39 million pairs of socks to those in need since they started their business.
Related Article: Will DTC Brands Be the Supplement Industry Norm?
Some supplement companies are also getting into the charity space with their business and purpose. If their ethos revolved around improving health would that be something that resonated with you? Probably, right? But the brand ethos doesn’t necessarily need to revolve around charity work or donating money.
There are plenty of supplement companies out there who have built a community around their brand that helps empower and support those who actively participate. 1st Phorm is one of the brands that come to mind and another is Ghost with their huge following and lifestyle brand.
Brand ethos is something to be proud of. It’s not meant to be kept secret and not shared and communicated. Many times, this brings brand attention and can help increase sales and traffic.
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