Oct 31, 2017

What makes a brand powerful?

Written by Avantgarde
Reading time: 4 mins

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A brand is more than how your logo looks or how beautiful your website is.

Powerful brands attract and engage with their chosen target audience. They can help you win clients, differentiate your business from competitors and therefore make growing your business much easier.

So what actually makes a powerful brand?

They’re focused
Successful companies know exactly what they’re good at, who their most profitable clients are and what those clients value about what they do. It’s important to put into concrete notion the appeal and not lose focus on what you’re good at. Focus requires sacrifice, but the payoff is greater engagement with your target audience. And ultimately the potential to increase your fees.

What does your business truly stand for?  It’s important for potential clients to get a clear picture of what you have to offer and how you can help them. The brand image you will need to project will depend on the type of business you are, how you want to position yourself in the marketplace and who your audience is. Once you have a clear idea of what you want your brand to be, you can design your brand to appeal to the audience that will be passionate about your business, its product, and its identity.

They communicate with consistency
Consistency is key for branding success and without it your clients will get confused and will not be sure what to expect from you – even a single moment of inconsistency can be damaging. While maintaining a consistent image of your brand is important, how you speak to your clients through tone of voice is equally so.

They deliver on their promise
Every brand promises something to its customers. The most successful brands deliver on that promise in every customer interaction. Of course, a promise is only good if it’s kept. When expectations aren’t met, your customer is likely to become confused and look to replace you. Keeping your brand promise leads to brand loyalty, repeat purchases from your brand loyalists, word of mouth referrals, increased brand awareness, and new customers.

Since everyone has a different brain, people can’t remember everything that they encounter. The average person’s brain is swirling with so much information that they can’t keep track of all the ideas, products, and services around them. So, a brand acts as your ally by creating a mental shortcut that makes you easier to remember. Use the following seven principles to help create a memorable brand that keeps you in the mind of your readers, customers, or donors:

 A great brand should make you stand-out from all the other options. Otherwise, there’s no point in having a brand. This may sound obvious, but many people still overlook this fact. You need a brand that is catchy, memorable, and easy for people to say to someone else. I recommend that you keep your brand tagline to no more than six words.

 A great brand generates a sense of appealing curiosity. Logic makes people think, but emotion makes them act. Your brand should generate a positive emotional connection. If you can’t make readers and leaders feel a magnetic attraction, then your brand is bland.

 A great brand communicates the kind of results you produce for others. It’s not enough to simply have a clever catch-phrase or tagline. Your brand must express how you make other people’s lives better. For example, Wal-Mart’s brand is “Save Money…Live Better.” 

 A great brand establishes you as the best choice. Besides being unique, your brand should position you as the best option. When your brand becomes synonymous with quality, then you’ve got a powerful marketing force acting on your behalf.

 A great brand must reflect your own passion. That’s because you will be solely responsible to get it in front of everyone. No one else can market your brand better than you. It’s like trying on a new dress or a suit. You buy the one that best fits you and makes you feel confident. When you create your brand, you must feel comfortable, positive, and excited to share it with the public.

 Your brand must appeal primarily to people who have the decision-making power and money to work with you. If your brand appeals to leaders, then you’re on the right track. If not, then it will hinder the growth of your business. Remember that your brand does NOT have to please everyone, including your friends – because your friends don’t hire you for major projects, speaking engagements, or business deals.

When you create a powerful brand, you position yourself as the go-to option for a specific need or interest. This recognition helps separate you from the pack, stay in people’s minds, and stand out in a crowded marketplace.

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