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… 

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.

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.

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.