What Today’s Most Successfully Branded Businesses Teach Us

Branding used to be something only big companies worried about. Today, it’s a survival skill for every entrepreneur—whether you’re a new startup, a decade-old family business, or a fast-growing SME trying to stay ahead. And businesses that have been around for years are not exempt: many eventually need a branding reboot to stay relevant, modern, and competitive. As markets get more crowded and consumers jump between choices in seconds, a strong brand identity gives people a reason to keep choosing you*.*

1. Branding builds trust, which influences purchasing

Shoppers today are more skeptical and more selective. They rely heavily on familiarity and trust when choosing where to spend. According to Salsify’s 2023 Consumer Research Report, 46% of global consumers say they would pay more for a brand they trust. Trust isn’t built through a single ad or a seasonal promo; it grows from consistent visuals, messaging, customer experience, and reliability over time.

Don Papa Rum built a premium global presence not by outspending competitors but by committing to a distinctive brand story rooted in Negros’ sugarcane heritage. This strong identity helped the brand scale across international markets, ultimately leading to Diageo acquiring it for €260 million upfront in 2023—proof that trust-driven premium branding can translate to real enterprise value.

2. Branding differentiates you in crowded markets

Consumers move quickly, and in categories where dozens of businesses offer similar products, branding is often the only way to stand out. McKinsey research shows that brands with consistent identity and messaging outperform competitors in revenue growth because customers recall and trust them faster.

Instead of positioning itself as a generic fries kiosk, Potato Corner  created a bold, flavor-driven identity that customers could instantly recognize. From a single cart in 1992, it has grown to 1,400+ stores worldwide. In 2022, it generated ₱1.2 billion in systemwide sales, contributing meaningfully to Shakey’s Pizza Asia Ventures’ record financial performance. Its bright visuals and playful “flavor culture” branding made the concept memorable and scalable—even internationally. Potato Corner is winning because strong branding makes a simple product unforgettable.

3. Branding drives financial performance by shaping perception of value

A strong identity gives customers a reason to believe your product is worth the price. Harvard Business Review notes that brands that successfully shape perception can command premium pricing and enjoy higher customer loyalty, even when alternatives exist. Branding affects how customers assign value—not just to the product, but to the business behind it.

Chatime’s success comes from how deliberately it shapes perception of value. Instead of relying on trends, the brand invests in consistent quality by controlling its tea production through La Kaffa International, ensuring a premium and uniform taste across markets. It regularly updates its store designs, packaging, and digital presence to stay modern and appealing, especially to younger consumers, while tailoring campaigns and flavors to local cultures. This combination of quality cues and contemporary branding has supported its rapid expansion to 1,000+ stores worldwide and contributed to La Kaffa’s NT$8.47 billion (USD ~$270M) revenue in 2023, proving that strong brand perception directly fuels business growth.

PayMongo on supporting our merchants

A strong brand needs visibility, and PayMongo is committed to helping Filipino businesses get the spotlight they deserve. We showcase our merchants through features like:

• Tastemakers Series, where we highlight the craft, grit, and journey of our partners.
• Capital Merchant Spotlights, sharing real stories of businesses that used PayMongo Capital to grow, launch new products, or scale their operations.
• Across our blogs, posts, and partnership campaigns where we  create content that helps merchants reach more customers and strengthen their brand presence.

Our goal is simple: equip Filipino businesses with the financial tools to run and grow, and give them platforms where their brands can be seen and appreciated.

In today’s competitive world, branding shouldn’t be an afterthought— it’s a pivotal part of the business that provides an opportunity to innovate, stand out, and tell a story only your business can tell.

If you want to learn more on how PayMongo supports its partner business, visit us 👉 https://www.paymongo.com