What are the characteristics of a good brand?

The brand itself is something immaterial. However, it has a real impact on how the company or product is perceived by the customer. Everyone should take care of building an image - this is the best way to gain trust in the market. What are the characteristics of a good brand? The answer is as simple as possible: these are the distinguishing features that make some brands stand out above others.  

What is a brand really? 

Branding It escapes rigid frameworks and is difficult to define unambiguously. A brand that wants to succeed must, above all, stand out in the market. Today good brand carries a story and a specific message and on this basis a bond with customers is built. Let's try to explain this with an example. When we go shopping and want to buy such a basic product as soap, we have to make a choice. The shop shelves are overflowing with products from different brands. The products differ in price, properties (moisturising soap, exfoliating soap, antibacterial soap, for sensitive skin) and added value: natural ingredients, with proteins, etc.

If we had to make a choice based on all the features of a product, it would take us hours. Our brains don't like information overload, so we tend to buy what we already know - we buy the brand. And if we thought about it in a broader context, we find that we fill up with fuel at stations we know. We go on holiday with an agency we know. We tend to eat in restaurants we know. These are the characteristics good brand. It is known, liked and valued by customers for the values it promotes.  

Functions and features of a good brand 

It is difficult to clearly define the characteristics good brand in the form of a closed catalogue of characteristics. The importance of target group, sales channels or competition. However, we can generalize and list the functions it should fulfill.  

Stand out in the market 

It sounds like a cliché and a well-worn platitude, yet standing out in the marketplace is an essential element of the good brand. You can differentiate yourself in many different ways - the advertising spots, the brand story, the values you want to carry. Everyone has to find their own path that is distinctive to the brand. 

Identification with the characteristics of the product or service 

A coherent image is the basis, therefore, when building a strong brand, it is necessary to take care of identifying the features of the product or service. Such action makes it much easier to reach the desired target group and associate the brand with its needs and values.  

Emotions

Marketing communication built on positive emotions related to the purchase of a specific product, it brings great results and the largest brands know it perfectly well. Emotional branding works wonders. Example? Coca-Cola, which in its advertisements refers to the value of family life. It is difficult to build a strong brand if it is in no way remembered by customers. A good brand is one that the customer eagerly returns to, and this is easily achieved by remembering it. You can be remembered for many factors: from quality to value to perfect customer service.

Features of a good brand that wins loyal customers 

Customers who are happy to return have to be earned. On the other hand good brand consists of three characteristics that must be taken into account when creating it. The first of these is identification, i.e. all those elements that make a brand's characteristics known. Customers perceive a brand through their senses. The sense of sight is most often at work, which is why the colour scheme, logo or shape are so important. For some products, taste and smell will also play a very important role, while sound and rhythm are no less important. Calgon is a great example of this - when we think of the brand, we immediately hum that familiar piece of advertising. Identity is of great importance already at the first stage of its construction. Although there is nothing to prevent it from going brand rebranding - as long as we do it wisely.  

The second element, the parameters, is everything related to customers' perception of the brand. These are the characteristics of the products or services, the needs they satisfy and the benefits, which can be functional or emotional. Features good brand, centred around product parameters, make it possible to win a group of loyal customers. At the same time, they make the task more difficult for the competition, as the brand becomes very difficult to imitate.  

The third element is associations, positive ones of course. Associations are the hardest to build because this process takes years and requires reaching out to the customer. Even though it is a time-consuming task, it will certainly be worth the effort, because there is no better proof that the brand is really strong. What qualities does an entity present in this regard good brand? Examples include Apple, which for many years we have associated with the quality and reliability of its hardware, or Toyota, which is famous for its trouble-free cars.  

Features of a good brand vs the strongest brands in the world  

On the surface, it might seem difficult to measure the strength of a brand and assess its opportunities for growth. After all, by our own admission, a brand escapes a rigid framework of definition. There is some truth in this, although in fact, taking the biggest giants as a model, we can distinguish nine factors that determine success and are also characteristics of a good brand.

Clarity within the company 

It is difficult to build a strong brand if employees are not aware of the values that the company wants to represent. An even bigger problem than ignorance is non-compliance. When some employees do not realize which target group the products are targeted at, it is difficult to build a coherent image. If a brand wants to convince customers, it must first internally agree on the values it wants to represent.  

Involvement 

Building a strong brand requires commitment not only on the part of the owners, but also employees. Attachment to the company and creating an environment in which people feel good is crucial for growing and getting people involved in its development. No company will be successful with a skeptical and negative team.  

Management and responsiveness 

Building a strong brand cannot end with plans, because it is equally important to manage them and consciously achieve your goals. Another factor related to this is responsiveness. The market is changing dynamically, and you need to be able to react to changes and adapt to them, keeping your original plans.  

Authenticity 

Today, consumers are very demanding and the market will quickly verify a brand that is not behind authenticity, which in turn has a negative impact on customer confidence. Good storytelling, i.e. an interesting story told, should be responsible for authenticity.  

Cohesion 

The brand image should be consistent - the element of the advertising message, content marketing strategy or website design must express the same values. A customer who has the impression that they deal with a different brand every time, will not be convinced by it.  

 

Presence in the recipient's space 

There is no denying that the biggest brands are present everywhere - TV, web, billboards and radio. It is known that it is difficult to appear everywhere at the beginning of the journey, but the more we are in the consumer space, the more often we will also appear in their minds. A feature of good brand will therefore also be present in the recipient's space.

The role of storytelling in building good brand attributes

Storytelling is not just a marketing tool, but the foundation on which the characteristics of a good brand. By telling authentic stories, brands can showcase their values, mission and vision, allowing customers to better understand the company features. The stories engage the emotions of the audience, making the characteristics of a good brand become more accessible and memorable. As a result, storytelling enables companies to stand out from the competition by presenting unique features in a way that resonates with audiences. It is through stories that brands can effectively communicate their characteristics of a good company, building a strong and recognisable identity.

Features of a good e-commerce company

In the world of online shopping, characteristics of a good brand play a key role in attracting and retaining customers. Clear information, intuitive navigation and fast order processing are just some of the features that consumers value most. In addition, a consistent visual identity and professional customer service are indispensable characteristics of a good company in e-commerce. Personalisation of the offer and customisation of communication are further brand featureswhich increase customer engagement and loyalty. Finally, flexibility and rapid response to changing market needs are essential characteristics of a good company in a dynamic e-commerce environment.

How do emotions build a strong good brand?

Emotions are a powerful tool in building a strong and good brand. By evoking positive feelings, brands can create deep connections with customers, which is one of the key company features. Authentic emotions in communication help to create an image that reflects the true characteristics of a good company. When customers feel understood and valued, they are more likely to remain loyal to the good brand. Emotional engagement translates into a positive purchasing experience, which reinforces the company features and builds long-term relationships. As a result, the skilful use of emotions in marketing strategy is an indispensable element leading to success in a competitive market.

Attachment 

Last but not least, the factor that builds a strong brand. If we gain customers who always come back for our product or service, we can be practically sure that we have achieved success. Relationships with brand recipients are extremely important and it is they who determine whether we have managed to achieve the previous 8 assumptions.  

Success is the result of many different factors that must be constantly analyzed at every stage of building a brand. The whole process takes years, but it is worth waiting for the results, because they often determine whether or not to be on the market. When looking for your own path, you can follow the actions taken by the largest in the world, but you must remember that consumers do not like secondary - they have this too much on the market. With this knowledge and a handful of practical advice, each of us has a chance to create a great and strong brand, loved and appreciated on the consumer market.