When it comes to branding creating x-factor can seem like an elusive, intangible thing. But what the data proves time and time again is that authenticity is king when it comes to engaging with your audience.

X-factor is defined as (by Merriam Webster Dictionary) “a circumstance, quality, or person that has a strong but unpredictable influence.” Giving your brand the X-factor—that irresistible, standout quality that captures attention and builds loyalty—requires insight, strategy, and differentiation.

As American authour and inspirational speaker Simon Sinek says,

“People don’t buy what you do; they buy why you do it. The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe.”

So how do you achieve x-factor?

1: Have a brand core belief (or ‘why’) that people strongly identify with

The most influential factor in the decision to follow a brand, according to 80% of consumers, is authenticity. Drilling down into what your brand stands for and the why behind your existence is very powerful. For Square Holes that why is ‘curiosity drives real change’. Your why is the reason that consumers chose you over other brands. It’s your identity and a core building block to your x-factor.

2: Have a strong tag-line that reflects this belief  

Brands like Apple (‘Think Different’) and Nike (‘Just do it’) have nailed creating inspiring tag-lines that conjure up strong feelings, as well as brand recognition. These aspirational calls to action make consumers want to be a part of something bigger than themselves.

3: Create content that aligns with your why

Staying true to your why and having that reflected in the way you communicate with your consumers/audience is vitally important. If you try to jump on trends that don’t align with your message, your audience will pick up on it instantly.

4: Follow the evidence 

Customers want to feel known by the brands that they are loyal to. They are here because they believe as deeply in your why as you do. Because of this, over 50% of consumers desire a brand that recognises their identity and understands their consumption habits. Even great leaders fall over when they drive the ship based solely on their intuition. Enter market research.

Market research is the backbone to building your x-factor and allows you to:

Understand your target audience deeply
Insight fuels connection. Surveys, focus groups, social listening, and customer interviews help you to speak directly to your audience’s emotions and aspirations. When your brand feels like it “gets them,” it builds loyalty.

Analyse your competitors
Stand out by knowing who you’re standing next to. Competitive analysis, SWOT comparisons, and sentiment tracking helps you identify whitespace—opportunities where you can differentiate meaningfully.

Identify emerging trends
Stay ahead of the curve—not behind it. Trend reports, Google Trends, industry journals, and expert interviews allow you to innovate with confidence, and position your brand as a thought leader.

Create a Unique Value Proposition (UVP)
Differentiate or disappear. Combine internal strengths with external insights, to help your brand be rooted in real market needs.

And most importantly…

Evolve based on feedback
The X-factor isn’t static—it evolves. Regular feedback loops, Net Promoter Score (NPS), and user-generated content analysis helps you to stay aligned with changing customer expectations.

Market research doesn’t just inform—it inspires. When used creatively, it’s your most powerful tool to uncover what makes your brand truly resonate. The X-factor is not luck; it’s clarity, alignment, and emotional resonance, built on data-driven insight.

To learn more about Square Holes’ ‘why’ head here.