Five Qualities of Successful Brands

Among the most popular brands in the world are Samsung, Coca-Cola, Microsoft, Apple and Google.  Four of the five brands mentioned, are among the most valuable brands in the world as ranked by Forbes Magazine in its 2016 ranking.  All of these brands however have some qualities in common which has helped to make them successful.

Part of building a good business, is building a brand that can exist outside of the confines of your business. As a child, I recall brands such as ‘Cutex’ and ‘Fab’ that literally took on lives of their own in my own locale.

For entrepreneurs, business building is critical but brand building is also key.  If you are looking at building a brand that is sustainable and intended to have a long life beyond the business, the following are some qualities that the brands previously mentioned possesses which your brand must adopt in order to achieve their kind of success.

Image courtesy of Google

·         A successful brand is attractive (and trendy) – The colour and design is just one part of the whole.  To be attractive, the brand has to be trendy and trending.  Association with the brand must say something about the customer.  It could be that the customer is health-conscious, fashion-forward or serious about their financial goals.  Whatever your business, ensure that your brand, translates its message into an attractive and trending piece of your business.

·         A successful brand tells a good story – Weave the story of your business into the ‘why’ of your brand.  Your story will only help to bring the brand to life for your customers.  Based on the story you tell, your customers can develop an attachment to the brand based on their own experiences and circumstances.

·         A successful brand is consistent – If it’s giving, they don’t just do it at Christmas time.  In fact, they have an established programme just for giving back.  When a brand is consistent, it means that customers can count on them.  Whatever happens they are there to support, and they are focused and serious about what they do.  Their customers never have to wonder what they stand for, because their message remains consistent with every action taken.

·         A successful brand influences other brands – They say that imitation is the best form of flattery.  Successful brands receive daily admiration as there are countless businesses striving to be like them.  When a brand can influence other smaller, upcoming brands, it means that the organization is doing something right.

·         A successful brand delivers value – A successful brand delivers value whether real or imagined to its customers.  Successful brands offer solutions to the needs, wants and desires of its customers.  There is no buyer’s remorse. The client walks away after a purchase feeling fully satisfied.