What makes a good brand?
In a broader sense, brands are personalities understood on an emotional level. People react to the MacDonalds, Coca Cola and the Levi brands at an emotional level first before they make practical decisions on price, functionality, etc. But successful brands must work on both the functional and emotional levels. Functional? Objective, logical, practical. Effective brands communicate. People can recognize and recall them. And they stand out from the crowd. Emotional? The intangible benefits – subjective, emotive, creative – that are felt or anticipated when a brand is recognized. Effective brands have personality. Presence. They’re attractive. They add value. “Healthy… pure… chemical free… Age old… aromatic flavour… elite” are some of the emotional values people associate with Olive Oil. A successful olive brand may incorporate some or all of these values. Your customers should associate their desired values, with your brand.
Branding is creating a consistent image of yourself and your business, just like a thumb print. In a broad sense, brands are personalities understood on an emotional level. People react to the MacDonalds, Coca Cola and the Levi brands at an emotional level first before they make practical decisions on price, functionality, etc. But successful brands must work on both the functional and emotional levels. Functional? Objective, logical, practical. Effective brands communicate. People can recognize and recall them. And they stand out from the crowd. Emotional? The intangible benefits – subjective, emotive, creative – that are felt or anticipated when a brand is recognized. Effective brands have personality. Presence. They’re attractive. They add value. “Healthy… pure… chemical free… Age old… aromatic flavour… elite” are some of the emotional values people associate with Olive Oil. A successful olive brand may incorporate some or all of these values. Your customers should associa
