You have an eye-catching logo, a memorable slogan, and the right combination of colors. Does it mean you have a strong, successful brand? Not exactly, as the brand is much more than just these components. Your logo and graphic layout are just a surface of an ocean. What are the core, essential elements that constitute a brand, distinguishes it, and ensures constant trust and interest of the customers?

Make a statement, give a promise

When you’ve already established the vital elements of your business, including its purpose, logo, target audience, and all that, it’s time to make a promise. Make a statement, be heard, believed, and trusted. A successful brand needs to encourage its potential customers by simply explaining what they can gain and how would they benefit. Simple as that. What can you offer them that no one else can? Think it through and express it as straightforward as possible. Making a statement, presenting the brand’s values, and what you and your employees stand for is also noteworthy. Advocate for something, and the right audience will come to you.

How can you help?

Make your customers believe that the promises your brand makes will be kept. Tell them, or even better, instead of telling them, show it. That’s where the brand’s image plays a vital role. The right logo, slogans, website — they all convey a message; is your brand a first-class, premium service or a second-rate at best? Establishing a coherent image and making sure that every element supports the claim you made is a way to differentiate the brand from the dozens of others.

A successful brand keeps its promise

You made a promise, made a customer believe you, so now what? Keep that promise, live up to that statement. The reputation of your brand depends on the customer’s experience at every stage of the purchase. Browsing your website, visiting a store, buying and paying must be pleasant at least, if not memorable. A top-class brand brings the best possible experience. It pays off, as the customers return to you, give their recommendations, and mention your services to others. Word-of-mouth marketing is worth its weight in gold. 

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