Why Some Brands Shine More than Others: The Beacon Brand Effect

Written by Avery McLeod

Creative Member

Photo courtesy of Apple.

Out of the billions of brands populating the market, only a select few manage to truly distinguish themselves. These brands, which aim to foster emotional connections, authenticity and visibility, embody the elusive Beacon Brand Effect. With thousands of brand theories, the Beacon Brand Effect is a unique and under-recognized concept, describing a brand that not only succeeds, but thrives by creating strong emotional connections with the audience, effortlessly attracting customers.

Take Apple, for example. There is a reason people buy Apple products even though  their competitors have the same quality, often at a lower price. Apple does not only offer a quality product; it advertises a lifestyle and emotional connection tied to its brand.    

Customers don't say, "I need this because it offers something no other phone does." They say, "I need this because it's an Apple phone." 

This is the blueprint for what makes a beacon brand—one that doesn't rely solely on logic or product specs but on loyalty beyond reason. Apple customers are driven by instinct and deep brand attachment, fueling the company's dominance. Similarly, brands like Nike, Coca-Cola and Disney have successfully implemented the Beacon Brand Effect, creating a strong emotional bond with their customers.  

Even so, not all profitable companies are beacon brands. Delta is a leading airline in the United States, with 43% of U.S. airline customers saying they like the brand. However, Delta is not a beacon brand. Delta competes by offering better program perks than other airlines, not by creating an aspirational lifestyle that customers feel proud to be part of. Delta customers choose it for a better deal or convenience, not because they are devoted to the brand. Many people would switch to another airline if there were better options.  

Transforming a brand into a beacon brand is a journey that requires patience and commitment. It's not a change that happens overnight. However, by selling a lifestyle, fostering emotional connections and staying true to the brand's identity, marketers can build a brand that isn’t just chosen but becomes an instinctive choice for customers. The key is to build a strong, consistent brand identity across all touchpoints.  

For brands looking to move beyond a transactional relationship, the Beacon Brand Effect is the way to go. By becoming a beacon brand, you can create a loyal customer base that is less likely to switch to competitors, thereby increasing customer retention and lifetime value. 

The question is—will your brand be just another choice or the only choice?