Why every brand needs a point of view.

It’s rare in the diverse and fast-paced world of creative services to feel like there’s a clear, singular message in the ether. But over the past few months, there almost seems to be an echo throughout our industry—surface level is out and deep, intentional, human brands are in.

Now to be honest, this isn’t a sea change for our studio—we’ve been focused on “deep, intentional, human” work since we founded Cognoscenti Creative in 2015. But what is new and exciting is the sense that the zeitgeist is catching up to this somewhat old school perspective. In a world of AI, (literally) fake news, remote work and online dating, meaningful human connection and honest storytelling have become an almost primal craving.

Why does this matter for branding? Because consumers want something real—for brands to stick their necks out and stand for something. In a world where bland Millennial brands used to be the darlings of the consumer world (see: any D2C “disruptor” with a san serif font), consumers and guests are now craving products and experiences with a unique point of view. (If you don’t believe us, check out the 2026 trend report from our incredible clients at Menu Matters who have done all the research and compiled the data to prove it.)

So let’s make this concept more concrete. We can all name big brands that used to stand for something specific but now feel increasingly vague—Starbucks is a perfect example. They once were a standard bearer for quality and technical innovation in coffee, but today, their company is really just a peddler of high-sugar, flavor-infused beverages that all but mask the nuanced flavor of coffee itself.

Now most brands will never face the rate of expansion that made Starbucks a household name (and the challenges that go with it), but the same logic holds for smaller companies as well. If you don’t figure out what your brand stands for and filter aggressively based on those principles as you evolve and grow, you essentially don’t have a brand—you just have a name and some artwork.

Another way to think about the value of this consistency is to consider that branding, when done well, helps define the self-image of your guest or customer. By opting into your brand, they should feel they’ve made a choice that aligns with who they are or who they want to be. For example: when you travel, do you prefer the consistency of a Marriott or do you seek out unique boutique experiences? Increasingly, consumers are drawn to the latter—which is why even large corporate investors in hospitality are trying to snatch up independent properties.

“Another way to think about the value of this consistency is to consider that branding, when done well, helps define the self-image of your guest or customer.”

In short, to be successful over the long term, your brand needs to have a defining sense of purpose. That purpose can be simple (i.e. trying to make ski gear that’s as fun as the sport itself) or profound (i.e. the belief that the truest form of luxury is genuine human hospitality). Regardless of the why that drives your work, that’s the core of where your brand begins. Your logos, fonts, colors and messaging should be a reflection of those deeper beliefs or values—and when they don’t stay consistent (or don’t exist!), customers can feel the dissonance.