What Makes a Good Brand?

A good brand is one that is consistent, distinctive, positive, cohesive and relevant to the organisation’s target audience. It should also be able to effectively differentiate the organisation from its competitors.

Some key factors that contribute to a good brand include:

1. A clear and compelling brand message: A good brand has a clear and compelling message that communicates the brand’s value proposition and benefits to its target audience. This helps to establish a strong and cohesive brand identity.
2. A strong brand reputation: A good brand has a strong reputation, built over time through consistently delivering high-quality products or services, excellent customer service, and positive brand experiences.
3. A relevant and compelling brand story: A good brand has a compelling story that connects with its target audience and helps to differentiate it from its competitors.
4. A strong and clear brand positioning: A good brand has a clear and compelling brand positioning that sets it apart from its competitors and resonates with its target audience.
5. Strong brand associations: A good brand is associated with positive attributes, values and emotions that are relevant and desirable to its target audience.
6. Strong visual identity: A good brand has a strong and consistent visual identity. This includes a memorable and distinctive logo, consistent use of colour and typography. This helps to establish recognition and differentiate the brand from its competitors.
7. A consistent brand experience: A good brand provides a consistent and cohesive experience across all touchpoints, including its website, social media channels, advertising, and customer service.
8. A strong brand culture: A good brand has a strong internal culture that is reflected in its values, behaviours, and actions, and that is aligned with the needs and expectations of its target audience.

Overall, a good brand is one that effectively differentiates itself from its competitors, is consistently communicated, distinctive, relevant, and memorable. It should create a positive and meaningful connection with its target audience.