I’ve spent years immersed in the world of branding, so the shift I’ve noticed lately has been impossible to ignore. These days, crafting a striking image alone just doesn’t cut it anymore. I’ve watched brands—including those I work with at Full House Partners—move from focusing solely on how they’re perceived, to making a real difference that people can actually feel and measure.
This realization became crystal clear while working on our whitepaper, “The Shift From Image to Impact.” We set out to answer a big question: How can brands move beyond surface-level marketing and actually deliver meaningful value to people, the planet, and themselves? It’s not just a theory for us—measuring real impact is now at the heart of what we do.
Tapping into more than 30 years’ worth of data from WPP’s Brand Asset Valuator (BAV)—an enormous database with insights from over 100,000 brands around the globe—plus our own in-depth research, we created the Full House Brand Impact Framework here at Full House Partners. This method gives us a deep dive into how healthy a brand is right now, while also signaling its future promise. I’ve learned there are three key angles to consider: People, Planet, and Performance.
The People Side: Daily Heroes
When I think about the brands I personally admire—or help build—the ones that stand out are those making everyday life better, simpler, or more enjoyable. When a brand goes the extra mile for its customers, I see genuine loyalty grow, often reflected in high Net Promoter Scores (NPS). This isn’t just good PR—it drives real, lasting growth and customer value.
The Planet Commitment: Building Trust Through Action
Lately, I’ve gravitated towards brands (and help my clients become brands) that care about sustainability, social fairness, and community well-being. These brands aren’t afraid to challenge old ways of doing things, weaving purpose right into how they operate. Over time, I’ve seen this build deep trust and boost their reputations, making them resilient in a changing world.
Performance That Sets Brands Apart
At the end of the day, brands also need to deliver on their promises. Those that lead their markets—through genuine innovation, strong value, or shaking up their categories—are the ones setting trends and commanding premium prices. When performance backs up purpose, everyone wins.
Why Measuring Impact Really Matters
When we analyzed the numbers, one thing jumped off the page: brands ranking in the top fourth across People, Planet, and Performance weren’t just “doing good” but also saw 2–3x higher revenue growth and shareholder returns over five years. That’s been true with the brands I see succeed—impact is good for business, not just society.
Why Full House Partners Offers an Edge
What makes our approach different? We marry those decades of BAV insight with data analysis tools and real-world consulting, producing an Actionable Impact Score™. With this, I help leaders and teams:
– Spot what’s working and where to improve
– Focus resources where they’ll matter most
– Track progress with quarterly check-ins
– Report impact in ways that resonate with everyone who cares—customers, employees, investors
Now that consumer indifference is one of the biggest threats facing brands, I believe impact is the answer. Brands that zero in on People, Planet, and Performance aren’t just memorable—they’re built to last. In the end, true impact creates value that sticks, not just for shareholders, but for everyone connected to the brand.