Back when I was at uni, my priorities were… let’s just say, different from what they are now.
Pub lunches and late nights in Kings Cross drained my funds, so when it came time to buy a car, I was firmly in “cheap as chips” territory.
Enter: my clapped-out Toyota Cressida
I didn’t buy this relic because of its looks. Hard to look cool in an old accountant’s car.
It didn’t have a single feature to brag about either. I bought it because it was a Toyota.
The brand, as we know, is synonymous with reliability, affordability, and quality. So I figured even this battered shitbox jalopy probably had some magic left in it.
It ran quietly and as smooth as butter when I got it…
So, was I pissed off when it broke down in the northbound M1 harbour tunnel during peak hour?* You’d better believe it.*
Did I curse the heavens, vowing to never touch another Toyota again? Nope.
Was it Toyota’s fault?
Maybe. But this poor thing had probably been molested by countless mechanics and owners over its 13-year lifespan before it became mine.
The point is, I didn’t buy that car for its features or because I’d read the service history.
I bought it because of the brand’s reputation.
I bought the brand, not the product. And while my car conked out, my trust in Toyota didn’t.
In fact, I’m still a fan. And I’ve decided that an old 60-series LandCruiser will be mine in the near future. I’m talking 1980’s baby. Bring it on. (🤫 Don’t tell my wife, yet)
The new LandCruisers are phenomenal, and they have a price tag to match. Why do you think people are willing to pay such big bucks for a box of steel on wheels when there are cheaper options…? Reputation!
But there’s something about the rugged coolness of the old-school version that I just can’t resist. I guess it’s the boy in me that refuses to grow up.
Now, let’s talk about what “brand” actually is.
It’s overused and misunderstood. It’s easy to think of your brand as your logo, your colours, or a slick tagline. But it’s none of that.
The best way I can describe it is it’s a feeling that the market has about your company.
When the day comes that you kick the bucket, nobody’s going to care about the hours you worked or the small wins and losses along the way.
What they will remember is how you made them feel.
→ Did you inspire them? → Did you make them feel heard? → Did you show up for them consistently when they needed it?
And it’s basically the same for your business: It’s not about the product you sell—it’s about the trust and emotional connection you build.
As that Whatzisname, that bald bloke that started Amazon put it: “Your brand is what other people say about you when you’re not in the room.”
It’s the lasting impression you leave—how you made people feel when they interacted with you. That’s what your customers, team, and even your family will remember long after the dust settles.
***A good product might get you one sale, but a solid reputation gets you many. ***
People buy from brands they believe in. Not just because of what you’re selling, but because of what you stand for.
→ Is your business known for something? → Are you consistent in delivering quality and standing by your customers?
Because your product can change. Your features might evolve.
But your reputation? That’s what customers will remember long after the sale.
Build it well, and it will keep your business humming, even when the occasional “Cressida moment” strikes.
Stephen ‘60 Series’ O’Sullivan
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