Now more than ever, it is important for companies to develop a brand that will make a mark in the minds of consumers. A memorable brand can stand out and survive despite the emergence of dozens of new competitors in the market.

Here are some of the traits that successful brands share:

They Have a Strong Brand Identity

In marketing, you will hear the term “brand identity” a lot. It involves the visual elements of your business or how your business presents itself to the public.

To create a strong brand identity, there needs to be cohesion in the brand design, including its logo, posters, packaging, and promotion materials. It is built over time through numerous campaigns and using various channels.

Simply mentioning the name of a brand should immediately create images in the customer’s mind. They might think of the color palette, the logo, or a viral advertisement. A strong brand identity is recognizable, unique/distinct, scalable, and flexible.

They Know Who Their Customers Are

It is important for any business to be familiar with their target demographic or the people who are most likely to buy their products and services. If the business does not know their customers, they are wasting marketing money without a guarantee that their sales will increase.

In every successful marketing campaign, market research should be a priority. You need to be aware of what interests your customers and how and where you can reach them to craft an effective campaign that cuts through the noise and reaches its intended audience.

They are Genuine

Consumers can sniff through the BS. They can tell when a brand is using an important issue or trend to sell their products. They are unlikely to engage with a brand that presents itself as something else when it is so clearly not.

Deceit will only give your brand a bad reputation that you may never be able to shake off. Do not claim to be an advocate for equality, for example, if racism and sexism exist within your offices. Do not say that you are ethical and sustainable when you continue to work with suppliers known to pollute and/or exploit their workers.

Your goal is to be a trustworthy brand that consumers will not hesitate to support.

They Can Adapt to the Changing Times

The market constantly changes and evolves. What may be on-trend today might become stale tomorrow. While consistent messaging is necessary to establish memorability, the brand should be able to conform to what the consumers want and need or risk sinking to obscurity.

A strong brand can weather and remain relevant despite changing economic and market conditions.

They are Reliable

A brand can only make a mark in the minds of consumers if it produces products that are of high quality. There are so many cheap items in the market that will break down after one use. You need to be able to offer a good product to set you apart from your competitors. When people think of caliber and excellence, your brand should be the first that comes to mind.

It will not be easy to become the next Google or Coca Cola. It will take persistence and a lot of great ideas to be ranked as one of the best brands in the entire world and be able to survive well into the future.