Jun 11, 2025

“Brand is the promise you have to the customers and community.” 💬 These words were what inspired my next food for thought. It was one of my key takeaways from the “How Disruptors Become New Leaders” panel at SXSW London , moderated by Neil Barrie and featuring Tom Leathes (Motorway), Vuokko Aro (Monzo), and Luke Boase (Lucky Saint). SXSW London took place from the 2nd – 7th of June 2025. I feel compelled to truly explore this point — because it captures something quietly powerful about what makes a brand remarkable. A brand is so much more than a logo, slogan, or colour palette. It’s about the expectations you set and the trust you build — with your customers, your partners, and your wider community. This is why certain brands can evoke an emotional reaction just by a colour combination or a tone of voice. It embodies a commitment that has been proven over time. And that’s what creates brand loyalty — not just recognition, but a relationship. Here are a few brands I think absolutely walk the talk: 👇 You can always spot a Kai Collective fan — bold prints, unapologetic style, and the joy of shared recognition. This brand truly captures and exudes the confidence that comes with wearing their clothes. It’s a brand that doesn’t just dress women — it celebrates them. This brand radiates: I still remember how excited I was the first time I got my Spotify Wrapped. It’s not just a feature — it’s a moment. Spotify has built a brand around delivering fun, innovative, and personalised experiences. Whether it’s AI-powered discovery or nostalgic throwbacks, Spotify delivers on a promise: to make music personal, joyful, and constantly evolving. That’s why it remains one of my few “non-negotiable” subscriptions. They’ve nailed what it means to be personal and ahead of the curve. 🎵 Fun, Innovative, Tailored Banking that feels human. Monzo is a perfect example of how a brand can lead with trust, transparency, and simplicity — and win hearts because of it. Founded 10 years ago in Shoreditch, it reimagined what banking could feel like. Everything from the tone of a notification to the clarity of their budgeting tools is intentional. Monzo’s design, tone and real-time functionality build trust in a space that usually feels distant. 📲 Clarity, Transparency, Empowerment 🚗 Motorway Disrupting the second-hand car market isn’t easy — but Motorway has done it by delivering a simple promise: maximum value with zero hassle. Where the industry used to be synonymous with mistrust, Tom Leathes and the Motorway team flipped the script by creating a seller-first platform that’s radically transparent and fair. Their brand isn’t about shiny billboards — it’s about building trust through a frictionless experience that puts control back in the hands of everyday car owners. ⚡ Efficient, Fair, Empowering 🎨 Black Creative Trailblazers Not a single brand — but a movement. Their dedication to empowering Black creatives is remarkable and they embody their very name. Although at the start of their journey, they are creating a legacy from tailored workshops, providing funding opportunities, creating opportunities and even partnering with other organisations to bring this vision to life. 🔥 Bold, Trailblazers, Groundbreaking Instead of just asking “What should our brand look like?” Maybe ask… “What promise are we making — and are we delivering on it every single day?” ✨ I’d love to know — what are the brands that you think truly live up to their promise? Drop them below — I am always up for discovering more. #Branding #Leadership #SXSW #CustomerTrust #BrandExperience #BlackCreatives #Spotify #Monzo #Motorway #KaiCollective #BlackcreativeTrailblazers #Marketing #Startups Note: This article first appeared on my LinkedIn page Related