“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:
✨ Confidence, Empowerment, Showstopper
🎧 Spotify
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
💡 So here’s a thought:
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
