In today’s fiercely competitive world, a strong brand is the foundation for a thriving business. But a brand—that’s more than just a well-designed logo and a catchy tagline. A strong brand represents your company’s identity, builds connection, and earns people’s trust and loyalty.
Let’s clarify what exactly makes a strong brand, so you can create one of your own.
What Is a Strong Brand?
A strong brand is highly regarded and perceived as valuable. It has an excellent reputation, a loyal customer base, and offers high-quality products or services.
Strong brands are also not afraid to stand out and clearly communicate their uniqueness.
As a result, they have a higher brand equity—a greater overall financial value in the marketplace.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
13 Characteristics of a Strong Brand
Here are 13 characteristics that strong brands typically have in common.
1. Focus on the Target Audience
Strong brands understand their target audiences deeply.
By studying their audience’s preferences, demographics, and behaviours, they can develop offers and campaigns that resonate with them on a personal level and meet their needs, challenges and desires.
Oatly is a prime example. Its bold, rebellious brand personality, combined with its dedication to environmental and ethical causes, appeals to thoughtful, empathetic consumers with strong opinions.
I wrote a whole article on why it’s important to know your audience in branding—and business in the wider sense.
2. Clear Positioning
Successful brands also set themselves apart from their competitors by carving out a distinct position in the market.
Take Volvo, for example. The brand has built a reputation centred on safety and reliability. Its continued commitment to this field has made Volvo the go-to option for people seeking a safe car—like families.
In contrast, Audi stands for performance and innovative design. By seamlessly blending technology with elegance, Audi appeals to an entirely different audience than Volvo.
3. Well-defined Mission and Values
Strong brands go beyond simply selling products or services. They are guided by a clear mission and a set of core values.
A well-crafted mission statement gives brands a sense of purpose and direction. And values establish trust and nurture alignment.
When a brand’s mission and values are clear and actionable, it helps forge deeper connections with customers, employees, and stakeholders, fostering relationships and a culture built on shared beliefs.
Let’s take Patagonia as an example.
With its mission to “Build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis,” Patagonia has become a beacon for those who care about our planet.
4. Appropriate Brand Name
An appropriate brand name is another essential element of strong brands.
What do I mean by appropriate?
A well-chosen name aligns with the brand’s identity, resonates with its target audience, and fits within its industry—while still standing out.
The brand name has to come to mind at critical moments in the customer journey. Therefore it should be easy to spell, pronounce, and remember.
A strong brand name is also versatile enough to confine future growth. Consider Allbirds or Puma—their names are versatile and not limiting. On the other hand, a name like Happy Socks is quite restrictive.
5. Distinct Visual Identity
Strong brands all have one thing in common: a consistent visual identity. This includes a well-designed logo, brand colours, typography and other elements that make the brand instantly recognisable.
Take Grammarly’s signature green—it creates a distinctive identity that conveys trust and techiness alike.
But your brand’s visual identity is about more than recognition; it’s also a signal you’re sending to your clients about your company’s competence.
Because thanks to the Halo Effect, people assume that if your design looks top-notch, your offer must be of the same quality.
6. Distinct Verbal Identity
But strong brands don’t stop at visuals; they go further by developing a distinctive brand voice and using it consistently across all communications and touchpoints.
This verbal identity helps them connect with their audience on a personal level and create memorable experiences (like funny ads, easy-to-understand product instructions, etc.).
Just like a brand’s visual identity, its verbal identity should reflect its unique personality and strengths. Whether it’s playful and lighthearted or professional and authoritative—the verbal identity sets a consistent tone for all messaging.
For example, Innocent Drinks uses a friendly, conversational, and witty tone that strikes a chord with young, health-conscious consumers.
7. Great Brand Storytelling
Brand storytelling has the power to engage and connect with people on an emotional and relatable level. That’s why it’s an effective way to build loyalty and ensure your brand is remembered.
Take Patagonia again. Through its storytelling, it shares stories about its commitment to the environment, fostering authenticity and trust.
By inviting customers to be part of something meaningful, Patagonia inspires a sense of purpose and belonging.
8. Exceptional Brand Experience
Strong brands always go the extra mile to create positive, surprising and memorable experiences. They recognise that each interaction is an opportunity to leave a lasting impression and build a connection. It’s not just about meeting people’s expectations; it’s about exceeding them.
Brand experiences can be delivered through various channels like an event, social media, the product itself, or customer support.
Take Zappos, for example. Apparently when a customer ordered shoes for her late husband, who passed away before the shoes arrived, Zappos sent her flowers to offer condolences.
By going above and beyond, Zappos not only retained her as a client but also generated thousands more through positive word-of-mouth.
9. Consistency in Brand Communications
Consistency in brand communication is the key to building trust and establishing a strong brand identity.
Successful brands like Nike know how important it is to convey a consistent tone, look and feel wherever people encounter them.
Whether it’s its iconic tagline “Just do it” or the swoosh logo, Nike consistently reinforces its brand image in our minds. As a result, we can easily recognise and identify the brand.
I always find it fascinating how I can immediately visualise what a Nike hotel or a Nike car would look and smell like. It’s all down to the consistency of its branding and marketing.
10. Appropriate Pricing
Strong brands focus on long-term relationships rather than quick gains, striving for transparency and ethics in their product pricing. They understand that price is not just a number; it’s a key element of the brand’s positioning. The right price reflects the brand’s image and is tailored to its audience.
For instance, luxury brands charge high prices to signal quality and exclusivity, while value-oriented brands prioritise affordability.
Strong brands also try to avoid excessive discounts, as they know that this can reduce the perceived value of the brand.
11. Collaboration and Brand Partnerships
Strong brands understand the value of collaboration and strategic partnership—co-branding. By joining forces with like-minded brands, they expand their reach, leverage expertise, and create mutually beneficial opportunities.
Garage Project, a local Wellington brewery, for example, partners with artists and other businesses like Belen (local vegan bakery) and Whittaker’s (local chocolate manufacturer). These partnerships result in beautiful beer labels, beer-flavoured treats and more.
Through this, Garage Project attract new audiences, enhance the brand’s image and create a special culture.
12. Delivering on Customer’s Expectations
Successful brands always deliver top-notch products or services. When brands fail to live up to their promises, trust and credibility can quickly erode.
Take Volkswagen, for example. The company installed software in its cars to cheat on emissions tests. As a result, Volkswagen faced significant consequences, including hefty fines and damage to its brand reputation. It took years to make up for this mistake.
This serves as a reminder that consistently providing exceptional quality is the foundation for building a strong brand!
13. Innovation and Future-Proofing
Lastly, strong brands stay ahead by being innovative and responsive to customer needs.
Take Tesla, for instance. With its fearless approach to innovation, the brand positioned itself as a leader in the EV industry.
Successful brands also stay relevant in a dynamic and evolving market. They monitor market trends, customer preferences, and technological advances and proactively adapt their strategies and offerings.
Like Netflix, which transitioned from a DVD rental service to a streaming platform to cater to the changing needs of consumers.
Key Takeaways
Let’s recap the 13 characteristics strong brands have in common:
- Strong brands understand their target audience and cater to its needs.
- They set themselves apart with clear positioning.
- They have a clear mission and actionable core values.
- They choose an appropriate brand name.
- They establish a distinct visual identity.
- They establish a distinct verbal identity.
- They tell engaging stories that foster emotional connections.
- They create exceptional brand experiences at every touchpoint.
- They communicate consistently to reinforce recognition and build trust.
- They align their pricing with their overall positioning.
- They collaborate and form strategic partnerships.
- They deliver on their customers’ expectations.
- They embrace innovation and adapt to stay relevant in the market.
By focusing on these key areas, you too can build a strong brand that connects with its audience, fosters loyalty, and drives long-term success.
Looking for support strengthening your brand? Get in touch and let’s see how I can help you.
Title image by Kaboompics
