branding marketing strategy
June 22, 2014

What makes a great brand?


In a world where building a brand that stands out from the crowd seems to be an increasingly challenging task, it’s easy to get lost in the ether. As consumers become more marketing-savvy and information is transferred more easily and rapidly, it’s important to keep the real end user of your brand in mind.

Here’s our top three tips for making a great brand that lasts:

  1. Looking the part

An obvious one, but coming up with the right logo, name and design for your brand is vital for attracting customers and making your business stick in their mind. Try and devise a name using a word that doesn’t already exist; this will make securing a web domain and social media usernames easier, as well as making your brand individual and unique. Think about what you want your customer to think and feel when they see your brand, and choose a colour theme which represents the right emotion for this. Lastly, make sure that once you have decided on your branding, that you incorporate into every possible aspect of your business, whether it’s your website, social media graphics or printed carrier bags.

  1. Know your audience

Something that should inform every part of your brand, taking the time to get to know your target audience is possibly the most important thing for any new or existing business to bear in mind. To build a good brand, you need to focus on the best audience or customer for that brand, which means avoiding trying to be all things to all people. Your brand can only fully deliver by knowing exactly what your target audience wants, and how they want to get it. Invest in market research, and try to think about what would be the best experience for your target audience and what you can do to provide that.

  1. Keep it up to date

A brand that stands still is one that is not going to last. Your business changes, the market changes, and, most importantly, your customer changes. Keeping your brand alive means adapting to these changes and showing your audience that you can remain relevant and innovative. This doesn’t have to mean redesigning your logo; smaller things like updating your website or creating a strong online presence are moves that businesses are required to do to keep up with this digital age, and without it, you risk being forgotten completely.

What do you think makes a great brand?