What Smart Brands Do Differently (And Why It Actually Works)
Studio Notes from YST
You don’t need the biggest budget. You need the right behaviours.
We work with brands across Europe and the UK — from industrial giants to family-run startups. And we’ve noticed something: the ones that actually perform aren’t always the ones shouting the loudest. But they do all have a few things in common.
This post breaks it down. Stats and all.
We’re not here to waffle. We’re here to show you what works.
1. They make people feel something
Let’s start with emotion. Because guess what? Logic doesn’t sell — emotion does.
Sales lift from emotional vs rational campaigns
Emotional campaigns outperform rational ones by up to 23% in sales.
People are 52% more valuable to brands when they’re emotionally connected.
When something makes you laugh, feel seen, or feel part of something bigger — you remember it. You trust it. You buy into it.
Want people to pick your product? Start by making them care.
2. They use humour, properly
Humour gets results. Not slapstick. Not forced. But real personality.
People who laughed at an ad were:
The impact of humour in branding
82% more likely to buy again
81% more likely to recommend
76% more likely to choose that brand again
67% likely to spend more
Most brands don’t take this risk. The best ones do.
3. They stay consistent, even when bored
Here’s the one no one wants to talk about: repetition builds trust.
It’s not glamorous. But it’s the thing that separates strong brands from noisy ones.
Brands that stay visually and tonally consistent saw:
What consistency delivers
10–20% revenue growth
3.5× more visibility
Up to 80% higher recognition just from using the same colour palette
Consistency doesn’t mean being boring. It means being coherent. People know it’s you — wherever they see you.
4. They don’t overcomplicate
High-performing brands keep things simple.
They say what they do. They show up the same way. They avoid design-by-committee. They cut jargon.
That gives their creative room to land. Because clarity = confidence.
Why campaigns fail*
What to steal from this
Here’s your quick checklist:
Choose a clear tone of voice and stick to it
Use the same colours, fonts, and style everywhere
Make people feel something — don’t just inform
Use humour when it fits
Stop changing direction every 5 minutes
If you're doing all of that already, congrats — you’re ahead of the game.
If not? It’s not too late.
Want help figuring out what your brand needs most?
Fill in the form below. We’ll talk through it with you — charts and all.
