The only point of branding, and the only reason big businesses spend billions on branding every single year, is because they want to establish an emotional connection with their customers.

That is what branding is all about. Establishing an emotional connection with your target prospect or customer.

To start building your own brand, follow these essential criteria for a successful brand.




Your brand has got to be different to stand out from the crowd. If your branding is the same as everyone elses why would a consumer select you over your competition?

Your brand has to clearly convey your uniqueness.


Added Value


Your brand has to demonstrate how your business adds extra value to the buyer. ‘Me too’ products are all right as part of an extended product portfolio, however if your buyers are to part with their money, they require added value and this ought to extend right through to the entire product level e.g. to include services.




If your brand and products are of inferior quality, you can forget about brand allegiance. Never forget there are a number of rivals waiting to take your market share, and brand allegiance is becoming less common as rivals utilize all sorts of tricks to win over your buyers; don’t let poor quality be a reason for lost business.


Structured Communications


With more and more SME businesses vying for your customers, being memorable for the correct reasons is central to any brand’s success. Your promotional technique has to be tight, sending one marketing e-mail a month isn’t adequate; you need an intermingled, ‘through the line’ communications technique which keeps the momentum of your brand


Direction and Support


Individuals are the key to your business and internal marketing ought to be a top precedence for any marketing manager. You are able to spend 10’s of thousands on your brand all to be forgotten when a buyer pops up and your people haven’t heard of the deal or offer! Invest time and cash in internal marketing and ensure you’ve a strong set of brand guidelines to support your people.