Good branding consists of all elements of the company whether it is tangible or intangible. The name, logo, symbols, slogan or any other visual elements could be the most recognisable aspects of the brand to its consumers.
Good branding should have the common characteristics:
1. Uniqueness
As we know, identify the clear key differentiators of your company from the others is the key to success. Position your brand with the qualities and values that your brand embodies and this could help your customers to connect with your company.
To be honest, we would have higher possibility to choose a brand that we are popular with. Highlight the key differentiators of the brand so your customers can recognise and your brand can stand out from the others.
2. Consistency
Keep the perception of the company aligned with the value proportion of the brand would be beneficial for branding. Ensure the consistency of brand expression and brand value can help in brand establishment and enhance its value. Consistency should be applied to both tangible and intangible elements, including logos, slogan, any visual deliverables and even quality control.
3. Audience intimacy
Understand your target audience and their needs could help in your decision making of the visual deliverables in your brand messaging. Successful brand messaging should be produce to reflect the understanding of the company about the anticipation of what do consumers need from the brand.
4. Leadership
Leadership in the marketplace could be reflect in good branding strategy. A company who is successful to be the first one in developing new capabilities, products or services would be able to be the “leader” in the particular marketplace. The customers are tend to choose the one who lead the market with clear key value proposition.
5. Quality
A good branding should also highlight the quality of the service or products in every elements that being delivered to the customers. Emphasising quality in every interaction with the stakeholders could help to build customers’ loyalty towards the brand and help it to be more reliable among the market.