A common question among companies, especially in the tech sector, is: "What's the ROI on brand?" While many expect incremental gains, such as a 10-20% increase, the truth is that brand should deliver much more. It has the potential to be a multiplier—engaging customers and employees, speeding up recruitment, reducing the need for middle management, and enabling clearer decision-making.
At the heart of this multiplier effect lies creativity and courage. These aren't just about flashy designs or big campaigns but about leadership connecting with their purpose. Leaders need the courage to align their brand with their vision and values and to share that vulnerability with the world.
In the video below, we share a prime example of this approach. Oleria, a cybersecurity company that reimagined identity security. From the outset, they understood that their brand was foundational to building their company, even before a single line of code was written. They wanted their brand go beyond the category status quo of protection and fear to that of freedom—the ability to collaborate and grow without constraints.
The shift in perspective, from fear to freedom, set Oleria apart from competitors who focused on dark, aggressive imagery and language. The name “Oleria,” derived from a butterfly species with transparent wings, reflects transparency, freedom, and protection, much like their approach to data security.
The job of the brand strategy was also to provide direction for the design of user experience for the product. Engineers and product designers used “freedom” and the organic, dynamic expression of the brand to inform what and how they built the product experience.
They also extended the brand strategy into talent acquisition and culture building activities. Oleria attracted employees whose values aligned with the company's purpose, enhancing cultural cohesion and reducing the need for layers of management. This clarity enabled employees to work autonomously, stay "on brand," and focus on meaningful priorities.
Brand isn’t just how you look. It’s the heart of your organization, guiding leaders and employees with clarity and ensuring alignment. By putting your brand’s big idea at the heart of your organization you employ creativity and courage, and you can expect a multiple return in value.
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