There are easily over half a million brands out there in the world. Do you know all of them? Of course not! It’d be impossible to know all the brands, because they’re simply not all well-known. Maybe they’re a new product or service, maybe they haven’t caught the market the way they hoped just yet, and maybe they’re doing it all wrong.
When looked at analytically, there are very distinct traits of a brand that stand out when it comes to popularity and longevity. The most successful brands all share the following traits . . .
A brand’s purpose provides an anchor point with which to connect to. Your brand’s purpose is something that has to be relatable to your target audience so they can naturally identify with it. For example, If you’re looking for a great steak dinner and looking at a new restaurant. The dishes they offer, the way they source their meat, and the type of service offered would all be defining pieces of their brand that you, as a customer, can identify with.
Quality needs to be consistent across the board when it comes to your brand. When a brand is inconsistent, it becomes an easy reason for someone to consider your competitors. Take the restaurant industry for example. People expect to have the same great experience all the time. Or the Apple brand of laptops. When something dramatic changes, like removing peripheral ports as they did with the recent MacBook Air, people notice and it causes potential problems.
When there are a lot of other options out there, you never want to give people a reason to look elsewhere for the service or product you’re providing.
3) STRONG STORY
In a movie or comic book, the story we’re referring to is called an ‘origin’ story. It’s how your brand came to be. Our brand story should provide some sort of emotional connection with your target demographic, something that makes them relate to your brand on a higher level than them just needing or wanting your product or service. Coca-Cola has been doing a top notch job of this for years, not only using a historic origin story, but also using powerful and emotional storytelling messages throughout their seasonal marketing campaigns.
A strong brand story means a stronger connection between you and the buying public.
4) REAL & TRANSPARENT
One of the worst things a brand can do is lie. Honesty and integrity aren’t just qualities that people look for in their partner, significant other, or accountant. They also look for those traits in their brands. The fact is, if your brand conveys clear and transparent messaging, you’ll have an easier time solidifying your reputation as you grow. It’s not easy and it takes a lot of hard work to build a brand on a platform of honesty, because marketing anything can be somewhat deceptive. But in the end, it’s worth the hard work.
The final trait we notice in popular brands is engagement. Today’s public is all about interaction and engagement. They don’t want to listen to someone drone on about something, they want to become active participants who are heard by the brands they’re loyal to. By incorporating engagement strategies into your marketing plans, you’ll not only be showing that you want to connect with your target demographic, you’ll also be creating an open line of communication that today’s consumers appreciate more than anything else.
“The formula for a great brand is simple, but not easy; your brand is the summation of the interactions your consumer has with your brand plus the feelings they have when they see your brand. Consistent positive interactions drive positive feelings. A brand is not a product or a service or a logo. It is the manifestation of an emotional connection, positive or negative, that the consumer has with your organization represented by your brand.” – Mike Cordoba, Empresario Capital