Innocean Group's brand experience consultancy, lowercase, has unveiled its 2024 True Brand Experience (TBX) report, spotlighting Australia's top 10 favourite brands based on brand experience.

The top 10 brands, according to the report, are Tesla, Dyson, Bunnings, Canva, Milk Run, and smaller brands such as Messina and Oatly. The TBX report is based on insights from 1,000 Australians aged between 18 and 80 from NSW, Victoria, Western Australia, and South Australia.

The report surveyed Australians on their views of 25 leading brands across various sectors, including retail, automotive, tech, banking, beauty, online delivery, and retail. Brands were selected based on longevity, customer sentiment, recent growth, and online and urban footprint in Australia.

The report identifies key factors for a brand to be a favourite among consumers: being perceived as premium, having values and beliefs aligned with customers, and providing consistent experiences. Key findings from the report include: 35% of respondents cited price and budget as the primary reason for not classifying a brand as their favourite, 85% indicated that their favourite brands had product descriptions that matched advertising promises, and 76% highlighted the importance of a consistent look, feel, and personality in their favourite brands.

"The top 10 brands list looks quite different to other brand rankings because it is based on what is most important to consumers - true brand experience and their expectations from brands. Our research delivers a powerful message: consumers reward brands that consistently fulfil their promises across every interaction with unwavering trust and loyalty," said Managing Director of lowercase, Matt Morgan.

The report also identifies the top three most important factors to Australians when considering their favourite brand: value for money, good customer service, and brand/product relevance to their life. The study was conducted in partnership with RKI market research company.

"This report is a wake up call for Australian brands drowning in the noise of big data to start truly listening to their customers once more. By embracing the art of listening, brands can build meaningful two-way relationships, ensuring differentiation and consistency across all touchpoints. Despite the challenges posed by internal silos and business complexity, the data proves that leading Australian brands have found a way to streamline their operations and place the customer at the heart of their brand experience," said Morgan.