What Makes A Good Brand?

If it seems like you’ve been hearing more and more about branding, you’re right! Savvy marketers and businesses are not only searching for how to grow their companies but are also getting very familiar with what it takes to have a successful brand.

So how do you know if you have a good brand? First, let’s get on the same page and identify what branding IS. Branding isn’t just a logo and some colors, it’s not how you look or what you say on social media, and it’s not your website. Those are all tools to create your brand. A brand is the sum of how all those things make your customers feel about your company and its products and services. Your brand serves as the emotional bridge between your customer and what you offer.

In order to gain that deep connection with your target audience, the most important thing for your brand to convey is authenticity. You’re not going to be everything to everyone so it’s important to hone in on what you do best and brand that until the cows come home.

As a general rule, good brands tend to have these things in common:

1. BUSINESS CLARITY – First and foremost, you must be really honest about your business. Identify what you do well (and love to do), how you do it differently than others, who your target audience is and why they need your company.
2. CUSTOMER CONNECTION – Successful brands have created an emotional connection with their audience. They understand and reflect their customer’s values, have gained their trust and confidence and are offering something of value and importance in the lives of their audience.
3. HIGH QUALITY, PURPOSEFUL BRAND VISUALS – Brands that tend to lose market share (or never get off the ground to begin with) are those that don’t measure up visually. Remember that strong connection mentioned above? Much of that connection starts with how your brand is visually presented. And those visuals need to have purpose and thought behind how they look and feel.
4. ONGOING BRAND BUILDING – While maintaining consistency is key, your brand will grow, build from what’s worked in the past, and evolve, just as your company will. As your business grows and changes, your brand must innovate and adapt so that it continues to resonate with your target audience. A brand built 20 or even just 5 years ago may need a revamp if it’s not resonating with its customer base.

If you’re questioning whether or not you have a lasting, authentic brand, let’s jump on a call and chat!