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What makes a powerful brand so powerful?

What makes a powerful brand so powerful?

March 24, 2011 by Fiona Humberstone

I often talk about powerful brands, and in fact the eagle-eyed amongst you will notice that I run branding workshops on the very subject. But what exactly is a powerful brand? And how do you get one?

Well, powerful brands are certainly about more than the way your logo looks or how pretty your website is (although they do play a role in the overall story). Powerful brands attract, engage and entice the right sorts of clients. They help you win and retain more profitable business, differentiate you from your competitors and generally make growing your business a lot easier.

Let’s start by looking at what makes a powerful brand:

Powerful brands are focused. They know exactly what they’re best at, who their most profitable clients are and what those clients value about what they do.

Powerful brands know what they want to be known for. And it’s that focus that lies at the heart of everything they do. They know what their core values are, they make sure they can deliver what they promise and they communicate that with a flourish.

Powerful brands have a point of difference. Something that makes them stand out from the competition. Something that adds value to their clients. Something that means they don’t need to compete on price.

Powerful brands communicate with a flourish. They take themselves and their image seriously. They invest in a look that communicates their core values, entices and engages their ideal clients and seduces them into buying.

Powerful brands deliver what they promise. They make doing business with them a pleasure. They delight their clients and those delighted clients refer more people like them.

Everyone that works for a powerful brand knows and buys into the brand. They’re proud of the business and they make it their business to deliver what they promise, delight their clients and reinforce the brand image.

You can see that a nice logo is only part of the story. There’s a lot more to a powerful brand than just the “look and feel”.

Fiona Humberstone is an expert contributor to Marketing Donut and runs her own creative consultancy.

Still need to know more about branding? Read I'm a small business - why do I need a brand? And check out our guide to building a brand.

Comments

Thanks Dee. Great to have your comments and great point about Dior - will be interesting to see how that pans out in the long term

Great article Fiona clearly written by someone with more than a textbook appreciation of brands.

I love kotler's description that brand reality is always defined by the customer's view. In other words it's what the customer thinks about the brand that will ultimately define its success. Dior were quick to react with Galliano fearful that customers would no longer want to be associated with their brand. It is a subject that fascinates me too.

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