How to Build a Successful Brand

How to build a successful brand

Have you ever wondered what it takes to build a successful brand? With an extremely competitive business environment, there are a number of brands all vying for a piece of the same pie. It’s a helluva challenge! In order to stand out there are a number things you should do to ensure your brands success.

Read on to discover the 7 brand characteristics you need to build a successful brand.

1. Audience Knowledge


The first question you need to ask is who is your target audience? The answer to this will determine any action you take. The content you produce and tone you use should be driven by appealing to your demographic. By effectively communicating to them, you can guarantee they’ll be receptive to your brand.

2. Distinctiveness

Unique products are increasingly rare, so it’s doubtful the product you’re selling is distinct. So in order to stand out, your offer needs to be unique. Why is your brand different, and why should customers care? Give your audience a specific reason to use your brand to ensure they return time and time again. A brand that’s done this very well is Apple, well known for it’s minimalist approach and innovative products.

3. Passion

Brand longevity is borne from having passion. While it is possible to sustain a brand in the short-term without passion, long-term success is tough.  The passion that drives you to continually achieve greatness is also likely to wear off on your both your staff and customers.

4. Consistency

Be consistent with your brand story. Remember, this is what sets you aside from your competitors. Consistency will also add an element of familiarity for your customers which in turn will inspire their loyalty.

5. Competitiveness

Successfulness comes from going over and above customer expectations. Having a competitive spirit means all team members constantly working on improving your brand. After all, what is success if there’s no competition. Think about the light-hearted competition recently between Weetabix, Heinz and other UK food brands on Twitter.

6. Exposure

Social Media has levelled the playing field. Smaller brands are now able to compete much more fairly with larger brands.  By using channels like Instagram and Tik-Tok; videos, images, and brand interactions can be used to maximise brand exposure. This gives you a great opportunity to connect with your target segment all over the world.

7. Leadership

The adage lead by example, is an important one to adopt as a business owner. If your team see their leader with passion and enthusiasm for the brand, you inspire them to have the same. This will lead to everyone associated with the brand to have a deep affiliation with it.


In conclusion, if you’ve not already done the above exercise for your brand, do it immediately! By adopting these best practices, you’re giving your brand it’s best chances for success.

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How can I help?

Funmi Daniel is a freelance marketing consultant offering services to organisations and individuals. Whether it’s sending out weekly newsletters,  creating brand style guides, or anything in between, I can provide the additional support you need. Just think of me as the answer to your flexible team needs!

Services include:

Brand Management

Marketing Strategy

Social Media

Content Writing & Editing

Creative Director

Web Design

Event Management

To determine what your company requires, book a consultation today.

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