What makes a good brand?

What is a good brand? A good brand is always the customers’ preferred choice. It stays “top-of-mind” whenever the customer is presented with a choice of either your brand’s product/service, or another company’s. For a brand to be successful you need a few key elements to work together.

1. The right customer: you need to focus all your energy and attention on the right target market. Determine what they value and focus your brand offerings around them. The biggest mistake you can make is trying to be all things to all people. Stay focused!

2. A brand position: if you don’t lose sight of your target market when defining your brand, your chances of successfully positioning your brand drastically improve. The position your brand makes must be compelling, unique and attractive to your target market compared to your competitors. There has to be a clear reason your target market will have their needs fulfilled with your promise, as opposed to your competitors. Do you deliver a high volume and low cost solution? Is it a regular service, or do you deliver luxury? What is attractive to your target market?

3. A supportive team: a good brand delivers a consistently good experience for the customer. From the senior executives, all the way through to customer service, after-care and support, the positioning needs to be clear. To get all aspects of your operations to work “on brand” you need to ensure that you have a committed team behind you. Customers need to have a great brand experience when they interact with you, whether that’s your brand products/services, or the people in your company. As your brand is what your customers think of it, there’s only so much you can control to ensure your customers have a great brand experience. An airline might for example have a great brand strategy, however, if a customer has a bad experience with the airline they will have a different idea of the brand. Having a good, supportive team behind you makes it easier to succeed when your brand interacts with your customers.

Once this is decided you can move on to creating a brand identity!

A strong brand strategy can create brand awareness which in turn can lead to customers keeping you top-of-mind! If you need assistance with your branding we offer branding strategy, branding frameworks, brand generation, brand development, brand identity, design and implementation across all digital, offline and point of sale platforms as required. Don’t hesitate to contact us: enquire@piggieback.com.au

Have a great week!

Piggieback