What Makes Good Branding? (With Tips to Develop a Brand)

By Indeed Editorial Team

Published January 3, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brand recognition can help a business generate more sales and profits. A company plans, tests, and optimizes its branding strategy to build a successful brand. Understanding the key elements of effective branding can help you promote a business and create a unique experience for all its customers. In this article, we discuss what makes good branding, review why branding is important, discuss what brand building is, and provide tips to develop a brand strategy.

What makes good branding?

A customer's comprehensive perception of a business can answer the question, "What makes good branding?". A successful brand is consistent with experience and communication across many applications, such as a store or office environment, print collateral, packaging, signage, website, online advertising, and customer service. The business's brand represents the reputation of the company. Building a business brand is a process that requires a strategy, and the results can establish a long-term relationship with customers. An excellent branding can generate a steady increase in sales, word-of-mouth referrals, and support for services or products.

Why is branding important?

Companies can start building a powerful brand after beginning operations. The following outlines the importance of branding:

Shows why a business is unique

Branding can instantly show a company's story. They can build an identity by establishing brand-defining keywords in their company name or slogan and using these words to shape the business's voice, tone, and aesthetic. By establishing the business's brand, employers can create a deep connection with employees, customers, and the public. It can be a gradual process to build this connection. It begins with establishing an excellent reputation, letting the audience know the business, and finding memorable ways to communicate.

Provides purpose and direction

Great branding is more than a company logo, font, and colours. A company's brand connects its values to an audience with the same principles. Successful businesses establish their vision, mission, and values and consider them as their beliefs. The company's beliefs can play a significant role in upholding its brand identity and communicating it with its audience. How the business achieves this goal can vary. Some may choose to communicate subtly, while others decide to incorporate their values into the company logo.

Branding can also lead a business in a new direction. A company can use different approaches to apply a rebrand, and a common method is creating a new logo. Rebranding is essential to a business's long-term sustainability of their brand. They can ensure the success of any rebranding efforts by having a solid core brand identity.

Delivers results

A brand is a business, and the business may pursue a brilliant future. Its branding can deliver the results a business requires. A company that establishes its brand can create a sizeable revenue when generating growth. Usually, branding creates a great culture, and employee morale increases with it.

A business can do this by being transparent about its values and giving the audience an opportunity to see the people who work in the business. This may result in employees understanding, protecting, and loving the brand. Their identification and happiness may have a positive reflection on their productivity and their customer service activities. When a business can unite customers around their needs and the business's values, this connection can ensure brand loyalty, leading to brand longevity.

Related: What Is Company Culture? (With a List of Different Types)

What is brand building?

Brand building can generate understanding about a business through campaigns to create a lasting and unique image in a marketplace. You can break branding down into the following phases:

Brand strategy

This phase maps out how a business is trustworthy, different, likable, and memorable to a business's ideal customers. It shows the business's promise, purpose, and how it can solve people's problems. This is the first step a business can take when they're creating a new brand. You can describe brand strategy as the blueprint for how a business wants the customers to see them, and it's an essential piece for building a brand. An effective brand strategy can include the following components:

  • competitor research

  • brand discovery

  • brand voice

  • target audience

  • brand story and message

Related: What Is Brand Positioning? (With How to Create a Strategy)

Brand identity

Businesses use brand identity to convey their brand strategy to the public through messaging, visuals, and experience. The brand strategy influences how a business presents its identity and aligns it with its purpose. A business can apply the elements of its brand identity across all channels, resulting in the business becoming more recognizable. These channels include:

  • logo

  • patterns and icons

  • colours and fonts

  • website design

  • collateral

  • advertising

  • content and messaging

  • packaging

Brand marketing

The brand marketing phase is how a business connects its values and voice to the correct audience to highlight and create an appreciation of its services or products. Businesses can amplify their brand image effectively through a variety of digital marketing strategies to grow their reputation. These channels include:

  • SEO and content marketing

  • user experience

  • email marketing

  • social media marketing

  • pay-per-click (PPC) advertising

Related: What Is Strategic Marketing? (With 3 Phases and Tips)

Brand strategy tips

The following tips can help you develop a brand strategy for a business:

Target audience knowledge

Successful branding is possible because of the existence of the right audience, and the primary aim of a business is to identify and understand its ideal customer. A great brand recognizes its potential customers, what they need, how they think, and where they like to do. For a business to promote its services and products efficiently, its brand strategy aims to identify the characteristics of its target audience.

Doing so can help a business manage better its resources, work schedules, and efforts. They can achieve this by using the right resources to reach the customers who find the business's value relevant to their lives. When a business has more knowledge about its target audience, it can create an opportunity to optimize its products accordingly. Also, studying prospects and providing consistent value can turn the business into the top choice for customers.

Unique value proposition

A powerful brand has a solid and unique value proposition. When a business has a simple statement that can let its customers see the additional benefits of its products, they're more likely to gain their attention. You can start by establishing the most significant benefit that the business's brand brings to the marketplace. Then you can record the benefit in one sentence, make it concise, simple, and powerful.

Observable passion

Making fans and buyers passionate about a brand's culture can generate a massive following. You can start by involving brand passion in the company's messages and products to get the passion back from its customers. The passion that a business involves in its brand can be observable by fans, clients, and brand owners to be effective.

Creative thinking

For businesses, it's essential to assess different angles of their brands. It can be tempting to observe what other companies are doing, since this can make the process easier. But building a great brand requires capturing considerable attention. They can do that by highlighting their products in the marketplace and adopting creative marketing strategies that competitors aren't currently using. This can help make the product unique while maintaining the process simple.


Brands that stay consistent can also experience consistent performance within the marketplace. By staying consistent, a business can have a constant amount of customers buying from them. If a customer can go to a business and know that the business can satisfy their needs during each visit, they can continue to return and make more purchases.

Objectives are a priority

A brand requires a serious objective and mission to grow and, typically, it contributes to a cause. For example, a running shoe company may inspire their customers to get up and run. If a brand has a clear mission and follows through with it, it's likely to make itself unique from the competition.

So it can benefit a business to define its objectives and direct all of its actions towards achieving that mission. Also, it can help the business if the employees understand and align with the objective and mission as well, as they also represent the brand when helping customers.

Related: What Are Business Goals? (With Definition and Examples)

Exceptional slogan

A brand's slogan, or tagline, is the first component and words that remind customers of a business. A great slogan can improve a business's awareness, generate word-of-mouth referrals, and create significant developments in the business's performance. The following tips can help you craft a brand's slogan for a company:

  • make it easy to recognize

  • make the key benefit clear and concise

  • ensure it highlights the brand's value

  • spread positivity with the slogan

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