Helpline For Passionate Brand Managers: 5 Common Attributes Of Great Brands You Too Can Adopt- By Akin Adigun


Helpline For Passionate Brand Managers: 5 Common Attributes Of Great Brands You Too Can many of us grew up knowing some product brands as household names and are amazed that such brands still retain their market relevance even now that we are fully grown adults. Brands like Coca-cola, Milo and Bournvita come readily to mind at this moment.

Well, not only have these exceptional brands been there since we were children but quite a few of them have even existed for much longer before we were born, and may still remain on the shelves through the lives of our children.

For those who may have been wondering what the secret must be which has given these big name brands the staying power to remain graceful and ageless across time and space, here are five attributes that studies have shown all great brands have in common.

First and foremost is substance. All great brands score high on product performance. Apple is highly rated primarily because of its functionality as a tech product. So also is Toyota well regarded for its quality consistency across the entire range.

Great brands are generally more readily accepted because they mostly deliver on the core user benefit. Their predictable top performance usually instils confidence in the buyer and make them a preferred choice in many buying situations.

The second attribute is relevance. Great brands are usually endowed with dynamism which enables them to always live up to market expectations in taste, style and functionality.

Not only has Toyota maintained its top quality as a car maker, she has also continued to revitalise the brand by churning out new models and improved versions of the old, if only to keep abreast of the rising aspirations of the user.

Similarly, Coca cola has remained a darling of millions not just because it’s a sweet-tasting drink that quenches thirst, but more likely for the brands capacity to sustain the interest of buyers with captivating promotional activities.

Number three is uniqueness. Typically, all great brands have their innate mark of identity.

From the physical properties like product design, logo, packaging and all; to the very substance of ingredient or component parts, great brands always present with a unique character.

There is just something about an Apple product that makes it different from competing brands in its market category. Among many other cola drinks, a loyal customer of Coca cola would pick out Coke by taste, even under a thick blindfold.

Appeal is the fourth attribute. This is talking about the ability of big brands to connect with the customer’s innate sense of beauty.

Looking good certainly creates a good feeling. That is why considerable effort is poured into making everything about these great brands prim and proper.

Coca cola takes extra care to write its name in a symbolic and romantic way; and also makes the design of its traditional bottle exceptionally unique. Toyota drapes it remarkably functional vehicles in quite elegant designs which mostly excite their teeming buyers.

In a sense, appeal is a complement of substance mentioned earlier. While substance is about being good, appeal is about looking good.

Great brands are generally conscious of this reality, hence they always project beauty and elegance to complement their functionality.

The fifth and final attribute is sustainability. This is actually like a well kept secret of longevity among big name brands.

Just scratch the surface of any ageless brand and you are likely to find that its product concept is centred around a basic human need.

People would continue to desire Coca cola, primarily because it quenches their thirst. It is actually secondary that Coke seems to be refreshing them in a special kind of way. If Coca cola were not available something else would surely be needed.

The same thing applies to most other major brands. It is usually the basic human need that these brands satisfy that guarantee their ultimate survival and sustainability in the long run.

Any brand whose product concept is centred around some passing fancy in the form of human wants ( rather than needs ) has but a limited time to live.