The Hidden Power of Costly Signaling: Why Exceptional Experiences Define Modern Brands

Let me tell you a secret most brands miss: the future of branding isn’t about colors, logos, or clever taglines. It’s about experience. Specifically, how much you’re willing to invest in crafting an experience that makes people feel something.

One of the most powerful and underutilized tools in this space is something called costly signaling. It's a concept rooted in evolutionary biology and economics, but it applies beautifully to business and customer experience today.

What Is Costly Signaling ?

Here’s the idea: when someone goes out of their way, puts in extra effort, spends more time, adds a personal touch, the signal they send is more credible and more meaningful.

Why? Because it cost something.

Think about the difference between a quick text and a handwritten note. The message might be the same, but the effort behind it changes everything.

In a world overrun by digital shortcuts and AI-driven automation, effort stands out. It’s a flex but in the most human way possible.

Indian Weddings Are Branding Masterclasses

Let me give you a vivid example: Indian weddings.

If you’ve ever been to one, you know they’re not just ceremonies. They're multi-day experiences filled with ritual, color, music, food, and emotion. But what really sets them apart is their intentionality.

It starts with the invitation.

Not an email. Not even a printed card in the mail.

I’m talking about a hand-delivered, personalized, embellished invitation sometimes delivered by a family member. That gesture alone sends a powerful signal:
“This matters. You matter.”

Even billionaires, yes, even the tech titans show up to these events. Not because they love dancing (though many do), but because the experience is meaningful. It’s human. It’s unforgettable.

Experience > Everything Else

Your logo? Just a symbol.
Your slogan? A nice line.
Your brand? It’s the story your customers tell when you’re not in the room.

Every touchpoint matters how you speak to customers, how you respond to issues, the little surprises you build in along the way.

This is especially true in service industries. If you don’t sell a physical product, your experience is the product. So you have to ask yourself:

Are you creating something people will never forget?

How Emotional Customer Experiences Create Stronger Brand Loyalty?

Let’s be real, people don’t just want fast things. They want to feel seen, heard, and valued. That might mean taking the longer route: sending a personal message instead of a template, remembering a birthday, or showing up in unexpected ways.

These small things add up. They create emotional memories. They build loyalty.

The Tech Paradox: Even in AI, Human Touch Wins

Now here’s the paradox: the more tech we get, the more we crave human connection.

Even someone like Mark Zuckerberg, who built a digital empire, is now showing up at traditional cultural events and learning martial arts. Why? Because people want to feel connected to something real.

The same applies to your customers.

Don’t just automate. Don’t just optimize, Amaze or Delight. Create a moment they’ll talk about later.

Small Brand Gestures That Create Massive Customer Impact

Want to stand out?

Do the things that don’t scale.

Write the note.
Remember the name.
Send the thank-you video.
Show up when they least expect it.

These tiny acts become massive signals.
They say:  “You’re not just another transaction to me.”

How Consistent Customer Experiences Build Trust and Advocacy?

Here’s the kicker: costly signaling only works if it’s consistent.

Anyone can go big once. But can you do it every time?

That’s what builds real trust. That’s what turns customers into advocates for life.

Why Effort Is the Ultimate Signal in Modern Branding?

At the end of the day, people don’t remember what you said.
They remember how you made them feel.

The brands that will win in this AI age are the ones that don’t forget the human. The ones that are bold enough to put in the effort. The ones that show through action, not just words that they care.

So ask yourself:

What’s the next moment you can create that shows someone they matter?

Because in a noisy, automated world effort is the ultimate signal of love.

About the Author:

Shawn Kanungo is a globally recognized disruption strategist and keynote speaker who helps organizations adapt to change and leverage disruptive thinking. Named one of the "Best New Speakers" by the National Speakers Bureau, Shawn has spoken at some of the world's most innovative organizations, including IBM, Walmart, and 3M. His expertise in digital disruption strategies helps leaders navigate transformation and build resilience in an increasingly uncertain business environment.