Rethinking Strategic Brand Presence

88% of consumers say authenticity matters when choosing brands (Darwin, 2024). So why do most brand messages still feel safe, stale, and painfully predictable? Strategic brand presence is not just about visibility; moreover, it is a form of ethical leadership. In an oversaturated digital space, brands that embrace emotional alignment and purpose-driven storytelling do not just attract attention; instead, brands focus on influencing perception and shaping cultural conversation, all true elements in building growth (Tuten & Solomon, 2021, p. 238). Whether you are a brand strategist or an entrepreneur, your impact and success hinge on more than good messaging; furthermore, it depends on your ability to lead with intention and relevance. In 2025, strategic representation is a competitive advantage, not a creative afterthought (Darwin, 2024). Essentially, I find that traditional branding has leaned more commonly today on visual consistency and structural polish, as it often looked great but lacked emotional depth. Today’s audience spots performative messaging quickly and disengages just as fast. It is time for something more profound.
Let us unpack this shift using three powerful and personable examples to me:
1. Liquid Deth’s irreverent self-belief.
2. Publix’s legacy of regional trust-building.


Liquid Death's Brand Defiance:
Liquid Death did not launch with hydration as its mission; it launched with a persona, something I value greatly in brands today. A metal-themed water brand that does not whisper “eco-friendly,” it screams it in your face with irreverent humor and an anti-establishment edge (McLaughlin, 2023). For instance, look at this controversial advertisement titled “Cutie Polluties by Liquid Death”, the company does not have any hidden underlying messaging about its eco-friendly ways, as they even mention within their commercial, “50% of the profits from every Cutie sold will be donated to help kill plastic pollution” (Liquid Death, 2020), further pushing the message that contradiction creates magnetism when it is authentic, their presence does not chase trends, instead, it reshapes narratives through confident identity. Press the link to watch the entire commercial and leave a comment on your thoughts, do you agree with the message of this commercial?: https://www.youtube.com/watch?v=AiY-n6tqsAw.
Emotional Branding at Publix
As a Publix cake decorator, I witness brand presence firsthand, as each custom cake becomes a memory marker in connecting the brand to family, tradition, and joy. Publix has built its brand not on national dominance but on regional loyalty; strategic presence here means trust over trend (Aylward, 2017). When one looks at Publix’s recent campaigns, you do not see shocking campaigns, but one feels reliable warmth, Publix excels by making people feel safe, known, and valued, not by outshouting competitors, but through consistent tone, values-driven advertising, and an emotional connection to everyday life in the Southeast (Aylward, 2017). For instance, take a look of one of Publix’s well recognized commercial, “With a Publix delivery, big things can happen in as little as an hour” (Publix, 2023), Publix targets emotional branding through the efforts of showing ones love ones how much they care through the convenience of sending them their favorites from Public in as little as an hour through InstaCart. Publix feels personal, not
corporate bound. Press the link to watch the entire commercial and leave a comment of your thoughts, do you agree with the message of this commercial?: https://www.youtube.com/watch?v=oKbL6kf5x_s
Framework: The 5 V's of Strategic Presence
V Meaning
Voice Does your brand sound like its true self?
Values Are you anchored in beliefs, not fleeting trends?
Visuals Are your visuals enhancing or diluting your message?
Vantage Point Are you offering insight, or echoing noise?
Vulnerability Are you willing to share growth, risk, or emotion?
Let us dive into some theory. The 5 V’s of Strategic Presence are built around voice, values, visibility, vulnerability, and victory. Brands that lead emotionally activate all five senses and further develop their success; if not, they fade. Let us look at the following chart that further discusses the meanings that brands should consider when undergoing these elements:
V's & Meaning:
1. Voice: Does your brand sound like its true self?
2. Values- Are you anchored in beliefs, not fleeting trends?
Visuals Are your visuals enhancing or diluting your message?
3. Vantage Point: Are you offering insight, or echoing noise?
4. Vulnerability: Are you willing to share growth, risk, or emotion?
Let us lead with clarity and connection. I would love to hear about a brand campaign that made you rethink representation. Please share your thoughts below or tag me on social media to continue this conversation. Feel free to engage with your personable connections in today's mentions!