Every smart marketer knows the importance of branding. A strong brand differentiates your company from competitors, conveys the highest value you deliver, and serves as an implicit promise to your customers of what your organization stands for.
But what’s the difference between a good brand and a truly great one? How do you create a brand identity that’s so powerful, it becomes one of your most valuable assets — and the centerpiece of a smart marketing strategy?
Here are six factors that separate the best brands from the rest, and examples of marketers who are using these factors to set the bar for branding success.
6 Factors Shared by Great Brands
A Clear Identity: The marketer’s brand stands for something unique to the customer, something clearly different from any other competitor in the company’s marketplace.
Trust: The customer trusts that what the marketer says is true, because the customer knows from experience they can believe what the marketer tells them.
Value: The brand delivers something the customer wants, needs, and appreciates, and the customer believes they get a fair deal for their money. Target sells consumer products of very high quality at modest prices.
Consistency: The customer’s experience is consistent every time they encounter the brand, whether it’s in advertising, a retail store, face-to-face with an employee, or using the product.
A Distinctive Voice: The brand has a point of view, attitude, or persona that comes through to the customer in everything the marketer does. This point of view is so well-defined that the customer can recognize it even when the brand logo isn’t present.
Intimacy with the Customer: The customer feels they have a relationship with the marketer; the marketer knows them and knows what they like.
Can Your Brand Do This?
You don’t have to be a FORTUNE® 500 company or a giant consumer marketer to do branding well. Any company can use these same six factors to create a unique, memorable, and meaningful identity that establishes an effective presence in the marketplace.