In the first half of 2024 alone, private label sales soared to $121 billion, outpacing national brands. Retailers are doubling down on in-house lines—Costco’s Kirkland Signature hit $56 billion in sales, surpassing Nike and Coca-Cola. Target and Aldi are strengthening branding while keeping prices competitive. The message is clear: shoppers no longer feel bound to big-name brands.
This shift is especially strong among younger consumers. Seventy percent of Gen Z view private labels favorably, and only 2% of consumers rated them as inferior. Today’s shoppers are open to alternatives and willing to switch if a product meets their needs. But this isn’t just a battle over cost; it’s a battle over perception. Winning brands stand out by owning their story, creating a memorable experience, and staying culturally relevant.
1. Brand Story & Identity: Own Your Narrative
Consumers connect with brands that stand for something. A strong, consistent, and authentic story—rooted in mission, values, and impact—creates loyalty. Brands that position themselves as eco-friendly, socially responsible, or innovation-driven stand out. Trust plays a major role. 75% of consumers judge a company’s credibility by its website, and 94% of first impressions are tied to branding. A compelling story is more than marketing; it’s the foundation of consumer trust. Brands like Liquid Death, Nike, and Patagonia have built communities where consumers don’t just buy—they belong.
2. Customer Experience: Make Every Interaction Count
Shoppers want to feel confident in their choices, and every touchpoint should reinforce quality and value. Beyond the product itself, experience matters: how it makes consumers feel before, during, and after the purchase. Social media, packaging, the unboxing moment and customer service all shape perception. A sleek design enhances value, a seamless checkout builds trust, and great support creates lifetime loyalty. Sensory branding—texture, scent, and feel—can turn a routine purchase into a premium experience. The entire journey matters, from discovery to post-buy engagement.
3. Cultural Relevance: Stay in the Conversation
Brands that tap into cultural moments, social movements, and trends stay top-of-mind. Aligning with pop culture, supporting meaningful causes, or collaborating with influential figures elevates brand perception. However, trends alone are not enough—brands must authentically engage. Consumers expect consistency, not just one-off campaigns. The strongest brands shape culture rather than just reacting to it. Ben & Jerry’s, Fenty Beauty, and LEGO have built strong identities by embracing diversity, sustainability, and social impact. Authentic partnerships, real-time engagement, and campaigns and experiences that resonate all play a role in creating deeper connections.
The brands that win do more than sell. They inspire loyalty.
Price may get people in the door, but perception keeps them coming back. The most successful brands own their identity, tell a compelling story, and create lasting value. Consumers aren’t just looking for products, they want brands they trust and connect with.
The question is: Are you giving consumers a reason to choose you?
