What Makes a Great Brand (Part 2)

What Makes a Great Brand (Part 2)

Dyson strategy to outcompete the competition

A Clear Brand Strategy

 
In what makes a great brand (part 2, click here to read part 1 if you missed it), we will look at what makes great brands’ stand out from others.
 
Being clear and precise is vitally important in the company’s messages for a brand to succeed. A strong undiluted brand message must enthuse internally but must also consistently connect with customers through all touch points. For great examples look at Innocent, Dorset Cereals or Apple as classic examples of touch point engagement. They also demonstrate a clear story delivered with passion about who they are what they do and why they matter.
 
This focused and consistent message is not just a marketing message but an ingrained set of values which consumers buy into with passion. These brands not only position themselves as premium players in their fields and earn more but they also continuously find new ways to spread their key messages to customers, they have a clear brand strategy to achieve it.
 
 

Everyone Must Live The Brand

 
Another vital aspect of any brand success is that the people within that brand demonstrate what they preach.  They live that lifestyle, support the values and aspirations associated with a brand and contribute to its success. It is their lifestyle, it is a part of the way they and their brand do business. This is something I learned at my first full time job at the then privately owned outdoor clothing brand Berghaus. Everyone lived and loved the brand. 
 
Great brands go beyond the logo, to understand its real value to existing customers and also to tomorrow’s customers.  Whether it is a family run local shop or a global supermarket chain, great brands position themselves so they develop and hold a market position to develop long-term success.
 
What makes a great brand part 2 Business success in business supported by Richard Gourlay
 

 

Great Brands Create Uniqueness

 
Great brands also develop their own uniqueness. Not just in the product or service but the whole package in how they do business. There needs to be not only consistency but the brand hand writing and value on how they do it. The best brands always develop singular simple signals for customers, cutting through jargon to create clarity without patronisation their audiences. That strategy creates and supports a strong company culture, which the leadership team must then sustain. Successful leadership teams revitalise that culture by refreshing their vision to focus on where they are taking their organisation.
 
Vision to make change n business by Richard Gourlay
 
For brands to succeed in today’s global markets then these golden rules have never been more important to businesses, as consumers have never had so much information, but if you follow these simple rules of brand success you can develop and maintain a great business.
 

Looking for Advice ?

 
If you want to develop your company’s brand and are looking for some advice on developing your company, its marketing, its sustainable competitive advantage then contact us at Cowden  to see how we can assist you, or read more about us in this blog or at @richardgourlay or contact Richard Gourlay
 

By Richard Gourlay

Richard Gourlay, experienced management consultant, leadership development and strategic advisor, director and NED to high growth companies. Author of book:- Strategy: The Leader's Role by Richard Gourlay builds the skills which makes leaders successful in their business. #dumfries #galloway #scotland, #mentor, #castledouglas, #leadershipskills, #NED, #Director.

3 comments

  1. Great article and some cool advice from some great influences. Thank you so much for sharing.

  2. Very detailed and informative article. Thank you so much for going into all that detail.

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