Connection isn’t a KPI. It’s a human need.

We talk a lot about connection in branding and marketing. But what does it really mean? 


Lots of studies have proven that craving connection is hard-wired into us. It’s fundamental to our happiness. And yet, when it comes to branding, this is easy to overlook - and ‘connection’ is often reduced to a metric to chart, track, and optimise. Social media followers, or loyalty scheme members.   


True connection is becoming increasingly difficult to earn. In a world where consumers are bombarded with messages, where attention is fragmented, and trust is fragile, brands are under pressure to do more than just show up at the right place and time. To show up and create a real sensation of connection, brands need to understand not just what people do, but why they do it, what they care about, what they need - practically, emotionally and socially. 


Successful brands aren’t just selling products anymore. They’re platforms where people can belong, build relationships and share experiences - they’re part of the fabric of people’s lives. 


Here’s how… 

A man is taking a photo of himself in a car wing mirror using a Canon camera.

CONNECTION ISN'T ONE-SIZE-FITS-ALL

Some people want a long-term relationship with your brand. Others are just getting to know you. Some want utility. Others want inspiration. And some want both.

Understanding these differences, and designing for them, is what separates good brands from great ones.

It’s not just about whether people say they feel connected. It’s about how, when, and why. And that’s where brand and comms research can be transformative.

A group of women are drinking tea and chatting at a table indoors .

THE BRAND AS A SPACE TO CONNECT

Think of the brand not as a logo or a campaign, but as a space. A community where people can feel seen. Where they can belong. Where they can connect - with you, and with each other.

That’s a big ask. And it’s not something you can fake.

To get there, you need to understand the deeper motivations that drive connection. Not just what people say they want, but what they actually need. And how that changes depending on who they are, where they are in their journey, and what’s going on in their lives.

It’s complex. But it is measurable - if you’re asking the right questions.

A group of women are drinking tea and chatting at a table indoors .

TRACKING WHAT REALLY MATTERS

Traditional brand tracking has its place. Awareness, consideration, image statements - they’re all useful. But they’re not the whole story.

To really understand connection, brands need a tracking solution that is developed using deep, foundational understanding so it measures the relevant metrics:

  • Does your brand feel more authentic, more human? 
  • Are you showing up when it matters most, and making their life easier or better? 
  • Are you enabling consumers to connect with others, not just with you? 


These are some examples of key pillars of meaningful connection. And yes, they can be tracked. But only if your research is designed to capture nuance, emotion, and context - not just claimed recall.

Our Branding & Comms Centre of Excellence is built around this belief: that real connection isn’t a KPI - it’s a human need. And that fully understanding the people your brand serves it is the first step to earning it. 

< Older Post

Newer Post >

EXPLORE MORE OF CHATTERBOX

Some of our recent blog posts include:

Three steps to inspire insight action with insight activation

22 October 2025
Too often, research projects end with a polished debrief that feels like a full stop. But if we want insight to drive genuine change, we need to turn that single dot into three…  Like the lifecycle of a butterfly, the beauty of market research becomes more obvious in its final stage. And without the metamorphosis into a butterfly, the life of insight might be short-lived, just like that of the caterpillar. For insight to truly spread its wings, we need to think about activation. We need to make sure findings don’t just sit on a shelf waiting to be noticed, but fly through the business, sparking interesting conversations, and fuelling informed decisions. At Boxclever, we see activation as a journey with three essential steps: bringing stakeholders with you, telling the story strategically, and translating recommendations into action.

How to disrupt the 'insight feed' with strategic storytelling

18 September 2025
The insight activation journey is brave and disruptive. And it needs to be. As consumers we’re overwhelmed with content, and as insight professionals we’re inundated with data. How can you filter out the noise to cherry pick consumer insights that will have an impact on your organisation? How can you ensure that the insights you uncover will also disrupt the feeds of your colleagues and your C-suite?

Activation; it starts with you.

19 August 2025
Insight activation isn’t something that happens at the end of a research project, it’s shaped right from the start. Of course you know this, you’ve heard it all before. But have you heard that successful insight activation isn’t about timing alone, it’s about people? Specifically, it’s about you . Your mindset, your actions, and your willingness to plan for the end at the very beginning will determine whether insight simply lands… or truly lives on. Let’s explore how you can start the journey towards successful insight activation right now by adapting your mindset, actions and plan.
Show More