Key Qualities Of Great Brands
Products are made in the factory, but brands are created in the mind.– Walter Landor
Everyone’s definition of what a brand is, is slightly different. Ask someone what a brand means to them, and you’ll get a different answer every time. We can all agree, however, that a brand is a lot more than just its colour palette, a logo, and some creative fonts.
The truly good brands understand that the key to branding success lies in getting key factors right. It’s these qualities that distinguish successful brands from poor ones.
Below are five principles to keep in mind when thinking about branding.
Keep Things Simple
When it comes to branding, keeping it simple is important. A complicated brand message only leads to potential misunderstandings about what it is the brand does or what makes it different.
There should be no confusion around how the brand is perceived in the marketplace. Simple doesn’t mean boring as long as it’s memorable, think Netflix.
Focus On Consistency
You want your brand to be memorable, yes, but you also want people to trust it. Having a consistent image and style that you can share with people over time, helps them recognize and place your brand. Trust is built through experiences. Consistently delivering a unified brand experience, assures people of a positive outcome.
The sum of all the things that separate you from your competitors. It’s not just a brand’s image that makes it unique, but its story as well. How a brand visually expresses, positions, and shares its personality makes up its unique identity. It’s this unique identity that people remember and relate to.
Continuously Build Relationships
Brands that can build relationships with their target audience can keep them coming back. Engaging with customers and analysing any feedback helps you align consumer wants with business goals.
Focusing on relationship building is a good way to ensure long -term brand success. Good relationships mean loyal customers.
It’s no secret that storytelling is a powerful technique in helping people connect and build relationships. Never has it been truer than today, where most of us live in a fast-paced, digital world.
Stories are something we are hardwired to pay attention to. The secret for brands is to share stories that highlight their value, consumers that share those values will be more motivated to interact with that brand.
When used correctly these branding and marketing principles create the right opportunities for brands to create awareness and grow.
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