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8 Things Great Brands Have in Common

All businesses strive to grow their brand by offering quality products or services, attracting new customers, and retaining repeat ones. Effective branding is crucial for a company to sustain sales, thrive, and increase its return on investment.

Successful brands possess certain traits that make them stand out from their competition. This post deep dives into five common characteristics of creating a solid brand identity through effective brand awareness campaigns.

What Do Successful Brands Have in Common?

While different top brands may approach brand management using various marketing strategies, they have some characteristics in common. Creating a solid brand requires well-defined business models, consistency, clear goals, leveraging digital marketing channels, and prioritizing visual branding.

Here are five common characteristics of all successful brands that you can implement in your next brand building and management strategies:

#1. Sound, unique business models

All strong brands have sound yet unique business formulas that help them lead other brands and establish brand equity in their business industry. Successful brands know how to make themselves stand out in the crowded business field in a way that attracts their target audience.

Once a brand knows its target customers, it can produce innovative products or cutting-edge services specifically tailored to meet the unique needs of its target audience. They can strengthen their brand by creating a unique identity and value proposition through strategic branding.

The vast competition in the business world today drives great brands to innovate in their business processes and create a brand that attracts customers. Successful brands are continuously looking for ways to develop more effective business models that are both effective and improve customer experience when they interact with their brand.

#2. Value greatness over growth

Developing a successful brand means valuing greatness over growth, and all successful brands strategize with a clear sense of purpose. A strong brand must stand for more than money, as money is a by-product of carving a unique and successful brand that will attract customers and more sales.

Successful brands aim to create a brand that is easily recognizable and that people can relate with by taking part in community activities and giving back to society any help that they can. This enables potential customers to interact with your brand, and they will be more likely to do business with you in the future.

#3. Focus on brand prominence and consistency

Brand managers can only achieve long-term brand identity awareness by using a prominent and consistent approach. Brand consistency fosters brand awareness and recognition of your brand wherever you sell your products or services.

Successful brands’ logos and other art are usually prominently displayed and placed consistently on a particular section of business merchandise. Brands know the importance of making their logo the centerpiece of their ads or product promotions.

A successful brand will always ensure that its advertising campaigns are centered on the business logo and slogan. A prominent business logo enables your target audience to determine your brand immediately by standing out from all other brands that offer products similar to yours.

Strong brands are consistent in the placement of their logos and how they serve their customers. When the brand is consistent, customers put more confidence in your brand and will be willing to do business wherever your brand is available.

#4. They are social media savvy

Great brands know how to leverage their sharp storytelling skills into their social media marketing campaigns. They use these digital platforms to complement their websites and other traditional advertising tools.

The greatest thing about social media campaigns is that they are very cost-effective as they need a minimal budget to engage and delight their target market segment. Strong brands strive to understand the behavior of their target customers by using tools such as social media to glean their purchasing decisions.

Successful brands monitor their interactions with their customers on their social media platforms and engage with them to better understand their needs. This helps them craft effective marketing strategies that attract business and create brand loyalty.

#5. They know the value of visual branding

Successful brands know the crucial role of visual branding in creating a brand immediately recognizable to customers. They use cleverly crafted graphics in their logo to attract the attention of their target audience and improve their brand awareness.

An excellent example of this strategy at work is the logo for the popular burger chain “Stand for Something Good.” Their logo perfectly represents the mission statement and commitment to quality food.

Their logo’s sophisticated sense of design contributes a lot to the brand’s success with the iconic graphics it uses, making it one of the most recognizable brands. Attention-grabbing graphics can work wonders in brand recognition and awareness.

#6. They establish a clear and concise promise to their users

When analyzing successful brands you notice that they all have a common theme or promise that helps them stand out over the competition. Apple, for example, is widely focused on user privacy. While Amazon is focused on giving users the widest and best selection of products with minimal hassle. 

These promises have helped these companies soar past their rivals and have made them recognizable to thousands if not millions of people. 

Generally, the overall theme of a brand promises typically include: 

  • What your company stands for
  • What you believe in
  • Your vision of how it will impact the world

#7. Establishment of a consumer-company relationship 

It’s typical for companies to sell at their customers. However, successful brands bypass this feeling of a “salsey” approach by making their users feel engaged with the brand. Social media (as mentioned above) is a great way to do this but there are also other great ways to get customers to feel like they are engaged with a brand beyond the product. Some approaches to making customers feel a part of the brand may include replying to customer reviews, holding workshops, creating a brand community (think Harley Davidson), or holding product events and announcements. 

#8. Building authenticity and trust 

It’s one thing to market a brand as something but it’s another thing to deliver on what you market. When Amazon first announced 2-day Prime shipping, it seemed crazy. But as they were actually able to deliver on 2-day shipping, users established trust in the brand. 

In this example, Amazon created authenticity in its brand. Establishing authenticity means matching what you say you do (your brand) and what people experience when they interact with you (the customer). If a brand falls behind these promises, if they’re not keeping up their end of the bargain, if they’re being too pushy, people can sense it.

All Strong Brands Have a Common Theme

The ability to attract and retain customers is what stands between business success and failure. Every company’s primary goals are long-term customer satisfaction, retention, and loyalty. All great brands aim to secure their brand position by connecting with their target audience. The successful brands do this by:

  • Basing their brand identity on the emotional values of their customers
  • Prioritizing long-term relationships over short-term success
  • Reminding themselves that they are in the business of serving, not selling in every customer engagement
  • Connecting with their customers emotionally to create valuable and sustainable customer relationships
  • Engaging with their target audience to learn more about their behavior

A strong brand can withstand the test of time. It makes a difference in the lives of the business’ customers and the employees behind the brand. Strong brands value meaningful customer experiences, authentic brand promise, and engaged employees. These three elements are what make strong brands attract customers and thrive.

This post was originally published on November 17, 2017 and updated September 29, 2021

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