In a world that’s speeding towards automation, brand recognition is no longer just about being seen. It’s about being known. Known for something clear. Meaningful. Memorable.
The rise of AI has made this even more critical.
Because when we type “best waterproof jacket” into an AI-powered search engine, chatbot or voice search, it doesn’t give us 14 ads and a carousel of influencer content. It gives us one answer. Maybe two. And here’s the real sticking point—brands that don’t stand for something, or can’t be remembered for something, simply won’t show up.
According to Deloitte’s 2025 Global Marketing Trends report, 73% of consumers say they’re more likely to choose a brand that shares their values. And 83% say a positive customer experience is what turns brand awareness into long-term loyalty.
That’s where so many small, purpose-led brands have the edge.
Brand Values Aren’t Just Internal Memos
I’ve written about this before. But a recent podcast episode from Kenton Cool reignited the conversation in a big way.
I’ve been listening to Kenton Cool’s podcast for years. Part inspiration. Part wondering where my next adventure my take me. His and his guests stories of challenge, resilience, and remote corners of the world always land — especially if, like me, you thrive on travel and pushing limits.
But on a recent trip back from an adventure, I hit play on a new episode. I wasn’t expecting it to turn into a great reminder (and example) of brand building.
This time, Kenton was in conversation with Richard Pyne, CEO — or as he calls himself, Custodian — of British outdoor clothing brand Páramo.
And it couldn’t have been more relevant to the conversations I’ve been having with brands lately.
Páramo isn’t just another outdoor gear brand trying to shout louder than Patagonia. They’re values-first. Relentlessly so.
- Employee-owned
- Repairing garments for 30+ years (long before it was cool)
- Inspired by otter fur—yes, really (but of course don’t use it)
- Named after a mountain range and born out of an unlikely collaboration between a nun and an entrepreneur in Colombia (yes, you really need to listen to this great podcast).
- Empowering communities through manufacturing, not just outsourcing for cost
And the result? A brand with depth. With a reason to exist beyond products. One you remember. One you trust.
This isn’t performative purpose. It’s embedded in how they operate — and how they serve their customers.
And Richard is refreshingly honest: they’re not chasing big profits (thats not their purpose which sadly for many it is). They’re building a sustainable business — one they want to see thriving in 20 years.
That long-term view — that clarity of purpose — is something many legacy brands are missing.
Like many small brands, they’re not chasing sky-high profit margins (they can’t anyway due to what they are driven by). They’re building a business to last. One that delivers quality, service, and impact. One that’s still here in 20 years.
Why Customer Experience is the Difference
Brands like Páramo, Finesterre, Patagonia, Norfolk Living, and outdoor specialists like Trekkitt are proof that brand values and customer experience aren’t separate things. They’re intertwined.
You feel it when you visit the store. Or open the parcel. Or get something repaired instead of replaced.
These brands aren’t trying to be everything to everyone. They’re focused. Human. Responsive.
And that’s the bit so many big brands miss.
Don’t get me wrong — it’s hard. These smaller brands are often operating with tight teams and tighter budgets. But they have something more powerful: strong values and purpose.
If they keep showing up, stick to their values, and keep delivering brilliant customer experiences — I genuinely believe the future will belong to them.
We’ll see more purpose-led brands paving the way forward. And fewer big brands who either can’t — or won’t — adapt.
Your Customer’s Journey Still Matters — You’re Just Not in Control of It
The funnel may have evolved. But the journey’s still there:
- Awareness – Brands are still flooding this stage with discounts and offer ads. But many of us aren’t waiting to be sold to—we’re actively searching. Whether that’s through AI, voice search, social media, or communities. And if your brand doesn’t stand for something clear, it won’t even make the shortlist.
- Consideration – This is where trust kicks in. Your values. Your tone. Your proof points. If you’re forgettable, you’re out.
- Purchase – The moment of truth. Are you delivering a product and experience that matches the promise?
- Loyalty – This is the long game. If you’re not living your values consistently, don’t expect people to stick around—no matter how slick your loyalty scheme is.
Too many brands are still over-investing in Awareness—trying to win attention with price tags instead of meaning. That’s not brand-building. That’s short-termism dressed up as strategy.
If they focus on their area of expertise – for example sustainable with Paramo, they show up when people are looking, wherever people are in the journey.
Legacy Brands Are Still Playing the Wrong Game
In the past few months, I’ve spoken to marketing and strategy leads across media, skincare, retail — all big names. And many of them are stuck.
Their teams are working hard. Their spend is high including their overheads. But growth is flat.
Why? Because they’re trying to win in a new landscape with old rules.
They’re focused on short-term gains. On media tweaks. On being louder.
But they’ve lost sight of something fundamental: what they actually stand for.
Consumers are no longer buying heritage. They’re buying alignment. Smaller brands have always generally been customer centric, larger brands are still playing catch up – even now.
In fact, according to Ipsos (2024), 81% of consumers say they need to trust a brand before they’ll buy from it. And 56% say they’re more likely to purchase from brands that share their values.
That’s not marketing fluff. That’s reality.
So, What Now?
Whether you’re scaling a small brand or trying to re-energise an established one, here’s what matters:
1. Say One Thing, Clearly
Be known for something specific. Don’t try to appeal to everyone — it dilutes your value.
2. Live It on the Inside First
Culture, operations, leadership — it all needs to line up with your message. Otherwise, the cracks show fast.
3. Support the Full Journey
Stop chasing reach without thinking about the follow-through. Experience drives loyalty. Not exposure.
4. Be Where People Are Searching
And searching is happening everywhere now — ChatGPT, TikTok, Reddit, YouTube. Show up with clarity and purpose, or not at all (across the full customer journey).
5. Think Long-Term
Recognition doesn’t come from being loud. It comes from being consistent — and worth remembering.
Final Thought: Brand Experience is Your Reputation in Action
AI is changing how people discover brands. But experience still shapes what they say about you afterwards.
Recognition today isn’t about who shouts loudest. It’s about who means what they say. Who delivers on their promises. Who builds something people actually want to be part of.
That’s what brands like Páramo, Norfolk Living, and Trekkitt get right.
And in a world that’s moving fast, that’s what will make them the ones that last.
If you create a brand that really stands for something, has a great product and really knows its audience (creating content that sits in this space) these channels will work well for you and won’t be hard. If you don’t get these elements right, its like pushing water up hill.
Cognitive Union is a progressive, boutique learning and performance consultancy. We work with forward-thinking businesses. Transforming their people. Shaping their culture. Helping them embrace change and take on the world. Find this blog useful? Sign up to our email newsletter (bottom of this page) where you can receive articles like this and other insights (not publically published), and you can also follow us on LinkedIn.