What are the 8 characteristics of a ‘good’ brand? And by ‘good’ I mean well managed.

In summary a ‘good’ brand is:

1. Different
They hold a clear and defendable point of difference in the market.

2. Authentic
Are relatable and authentic in their relationships.

3. Attractive
They are aspirational and draw others towards them.

4. Dependable
They deliver their promise time after time after time.

5. Clear
They are simple, clear and deliver a well defined message.

6. Loved
They are loved by their own people and those that seek to interact with them.

7. Worthy
They have worth. Good brands build value back into the organisation.

8. Accountable
They can be held accountable. They can be measured to demonstrate and improve performance.

How does your brand rate against each of these?


Is Your Brand Working Hard For You?

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