What Characteristics Make a Great Brand?

When you understand what brands are - the collection of purpose, thoughts, ideas and personality of an organisation, person or product - you understand that brands are simply 'character'.  

That's why brand and reputation are so intrinsically connected.  

A reputation is an external impression of an internal state.  You might like to simplistically think that reputation is the external outcome of that person's internal beliefs and values.

What are the Characteristics of a Great Brand?

1. Different
They hold a clear and defendable point of difference in the market.

2. Authentic
Are relatable and authentic in their relationships.

3. Attractive
They are aspirational and inspirational and thus become attractive to draw others towards them.

4. Dependable
They deliver their promise time after time after time. They don't say they're trustworthy in communication they just simply do what they say which builds trust. 

5. Clear
They are simple, clear and deliver a well defined message.

6. Loved
They are loved by their own people and those that seek to interact with them.

7. Worthy
They have worth. Good brands build value back into the organisation.

8. Accountable
They can be held accountable. They can be measured to demonstrate and improve performance. What they do is far more important than what they say.

How does your brand rate against each of these?

Is your brand working hard for you?

Download this guide to discover 4 ways to turn your brand into cashflow.