How the Equation of Brand Influence Has Changed

What today’s brands must do to stay credible and relevant

Brand strategy is undergoing a transformation. Influence, once seen as a byproduct of visibility, is now the key metric for determining long-term relevance.

This shift is driven by rising expectations and increasing demand for authenticity.

It now reflects the behavior of the entire organization, from leadership decisions to employee engagement.

This perspective was reinforced by a recent global study conducted by agencies of the Public Relations Global Network (PRGN) in collaboration with Researchscape. More than 500 professionals and executives from marketing, communications, and business were surveyed. The study confirmed the growing importance of brand influence: 89% of respondents rated it as “extremely” or “very” important. At the same time, however, a gap became evident. Nearly half of those surveyed said their current strategy to strengthen brand influence needs improvement. The gap between ambition and execution is, therefore, very real.

What the most influential brands do differently

The most admired and influential brands, such as Apple, Coca-Cola, or Nike, stand out for their clarity, consistency, and ability to build trust with diverse audiences. They appear across platforms with a clear purpose. They create experiences that reflect their values. And they ensure that their internal culture aligns with their external positioning.

When asked which factors most strongly influence brand perception, respondents identified five key characteristics: reputation and trust (each cited by 94%), followed by consumer relevance (87%), authenticity (84%), and emotional connection (77%).

Employees play an often-underestimated role in shaping a brand

One of the most underutilized sources of brand influence is the voice of employees. This doesn’t mean scripted statements in corporate videos, but rather authentic, spontaneous expressions, whether in LinkedIn posts, onboarding feedback, or casual hallway conversations.

When employees identify with the brand’s purpose and see themselves reflected in its development, their influence becomes a natural extension of the brand. If that’s not the case, the disconnect becomes apparent. That’s why internal engagement is now essential.

The study confirms that 63% of respondents cited employee trust as a key factor in brand credibility. This is a wake-up call for companies that still treat internal engagement purely as an HR issue rather than a vital driver of the brand.

Reputation takes time, but it pays off

Influence is not created through a single campaign. It is created through behavior. And while that path may be slower, it is also more resilient. In times of upheaval, brands that have invested in credibility and consistency perform better. People are more likely to forgive their mistakes, and more willing to follow when they lead.
Too often, brands focus on short-term sales at the expense of their reputation.

The study suggests that executives are increasingly recognizing this: brand value and customer loyalty are gaining importance as key metrics for influence.

Earned media: one of the most effective tools

For companies without strong brand awareness, external validation is especially important. Editorial visibility, thought leadership, and credible partnerships may not generate immediate clicks, but they build trust and brand affinity that pay off over time.

Notably, the study shows that earned media (i.e. editorially earned media presence) remains one of the most effective tools for building influence, especially for brands without an established reputation.

Measurement needs to catch up

Influence is increasingly shaping where brands invest and how they grow. Yet many teams are still measuring success with outdated methods. Clicks and reach have their place, but they don’t show whether people believe in a brand, trust it, or want to identify with it.

According to the PRGN study, customer loyalty (42%) and brand value (19%) are rising as preferred metrics for influence. Still, many organizations continue to rely on shallow performance data. This mismatch prevents brands from measuring what truly matters.

The key insight?

A new playbook for influence

This isn’t a passing trend, it’s a fundamental reset. Influence has become a central strategic factor that touches brand leadership, company culture, leadership behavior, and the customer experience alike. The brands that thrive are the ones that understand: influence can’t be bought, it has to be built (and constantly reaffirmed).

Jonathan Klimke, CEO of the German PR agency Industrie-Contact (IC)

In a world that’s moving faster and demanding more, it’s the brands that lead with credibility, consistency, and conviction that set the pace.

For more insights into how global brands are building influence today, contact us for the full PRGN study!

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