The power of background brands

(and why so many get it wrong)

By Jimmy Keown
VP, Growth
BarkleyOKRP

Not every brand is meant to be front and center. Some create the most value by being invisible. I call these Background Brands—companies that play a critical role in people’s lives without demanding attention. 
 
Think about various insurance providers/brands, internet providers, payment processors, cloud storage platforms, HR and payroll systems, utilities, infrastructure software, security services, etc… Brands we rely on daily—but rarely think about until we need them. 
 
For these brands, success isn’t about awareness or engagement. It’s about reliability. Trust. Not having to think about them – because they just freakin’ work 100% of the time. 
 
But here’s the tension: 
Many background brands get uncomfortable staying in the background. 
They start chasing metrics that aren’t built for them – awareness, buzz, campaigns that try to be loud when their true power is in being reliable. 

The Real Risk: Losing Sight of What Customers Actually Value

In trying to step into the spotlight, they risk overreaching. And worse – they risk missing the chance to double down on what their customers actually value: 
– Simplicity 
– Confidence 
– Absence of friction 
– Peace of mind 
 
When a background brand tries too hard to be noticed, it creates dissonance.  

Especially when their focus seems to be on prioritizing advertising and not meeting their clients’ needs.  

No one wants their payroll software doing TikTok dances while the system is glitching. No one wants a data storage brand trying to go viral when its servers are down. People just want those services to work, quietly and consistently. 

Strategy Still Matters—It Just Looks Different 

But that doesn’t mean these brands don’t need brand strategy. In fact, they need sharper strategy—just of a different kind. 
 
At BarkleyOKRP, we understand the unique role of modern background brands – and we’ve built capabilities that help them deliver value through other paths. 

Whether it’s designing signature service experience, building culture from the inside out, shaping products and environments, or using brand design to signal trust – we help these brands win without needing to shout. 

Branding as a System of Trust 

This work is less about marketing in the traditional sense, and more about creating systems of trust. 

– Trust lives in how easy it is to file a claim. 
– In how quickly customer service picks up. 
– In how intuitive the dashboard feels. 
– In how a simple color or sound cue can quietly communicate “you’re safe.” 
 

It’s not that background brands don’t need a brand. Quite the opposite. It’s that their brand works best when it shows up through design, behavior, and experience…not just advertising. 
 
Some of the best brand strategies aren’t designed to be seen. 
They’re designed to be felt first, then seen.

Final Word: Own the Background 

So, to the background brands out there: 

You don’t need to step into the spotlight to prove your worth. You don’t have to be loud to be powerful.  

You just need to own your corner of the world with quiet clarity and operational brilliance.   

Be the brand people trust when it matters most. 

Be the brand they forget—until the moment they’re grateful you’re there. 

Are you looking for a partner who creates gravity for your brand with ideas that attract and keep your customers for life? Contact our Chief Growth Officer, Jason Parks, at jparks@barkleyokrp.com to learn more.