How To Make
Your Brand Amazing?

Merily Lillevälja

There is a lot of confusion around the term “branding” – we all have heard of it, we have some kind of assumptions about it and we see it daily. In this article I will briefly explain the term and include my thoughts on what can make a brand amazing.

There is a lot of confusion around the term “branding” – we all have heard of it, we have some kind of assumptions about it and we see it daily. In this article I will briefly explain the term and include my thoughts on what can make a brand amazing.

Basically, branding isn’t a new term.

Throughout the time there have been systems of signs, symbols and trademarks. Dating back to the Ancient Scandinavian times the word “brand” (“brandr”) comes from the Old Norse, Germanic root meaning “burn”, “fire”. Cattlefarmers used to brand their animals to distinct them from the animals of other farmers. The craftsmen used to imprint trademarks on their goods to denote the origin and maker in order to assure the buyer of the quality of the craft. For instance, sheep and cattle were branded with hot irons. Even people, slaves, were branded to signify ownership and criminals to mark disgrace. Despite the fact that branding was sometimes used in a negative connotation it has been superseded by a more positive, commercial use.

Anything that has a market can be branded. In addition to products you can brand services, organisations, people, places, businesses, events, ideas. Even you can be branded!

If one wants to define the term “branding”, then there isn’t any universal definition nor sentence that could apply at all times. It’s not like 4+4=8 and that’s the only way to get to 8. With that term there’s dozens of different definitions that still make up the same thing. You could apply 5+3=8 or 7+1=8 or even 100-92=8. One of the best ways to define it would be: Branding is a process which involves creating a unique feeling, name and image for a product in the consumer’s mind, mainly through advertising campaigns with a consistent theme. It aims aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers and creates a lasting impression in their mind.

But you probably already google’d it. Let me take you further.

“Brand is a tanglible , symbolic system created by a producer to evoke an intangible notion in a customer’s mind.” – Matthew Healy “ What is Branding?”

A brand is a network of associations in the minds of the customer whom it tries to reach, influence and move to action. Brand is born from a feeling, experience. It is an image. Identity. Perception. So what does it take to create an amazing brand? 


A brand is
a promise of satisfaction.

Think about Google, Coca-Cola, Nike, Apple, Starbucks or Tesla Motors. You will probably have some associations about them in their mind. Either the logo, colors, vibe, experience or stories. It happens for a good reason. These brands are recognizable. They have a presence in one’s mind. They have a great and extremely effective, persistent, sustainable concept. People know what to expect and what they will get – it is a promise of satisfaction. 

Coca-Cola is consistent and reliable. It gives you the comfort that when you buy a Coca-Cola, whereever you are in the world- in a restaurant in India, from a vending machine in New York or from a bar by a canal in Amsterdam – you will get a Coca-Cola. Because Coca-Cola is a Coca-Cola. It is not an ice-tea nor a mimosa.

Even the image of this blog post features Nike’s shoes. Most of you know the brand; some of you even the story behind it. And story is yet another important factor which makes a brand into an amazing brand. If you incorpotate the “promise X” (in which case x can be quality, price, location – anything really – of the product or service) with a story and are persistent with it you will succeed with generating an amazing brand. Business mentor Peter Sheahan explains how the brand story can influence the success of a brand (the Gucci stitching)


Branding is about
adding value to communities.

If it’s adopted then you can consider it successful. Jan Rijkenberg, an opinion leader in marketing and advertising if I may, has said that:

“…a concept brand has an expressive value that moves the attention from the actual product to a brand, with an emotional value.”

He believes, that a brand with a clear and thought through concept that is implemented internally and externally has more meaning and value than the one without. The consumers are enabled to strengthen their own identity from the brands that grow from conceptual ideas. Bernard Kelvin Clive, personal branding coach in BCK Consulting once said:

He believes, that a brand with a clear and thought through concept that is implemented internally and externally has more meaning and value than the one without. The consumers are enabled to strengthen their own identity from the brands that grow from conceptual ideas. Bernard Kelvin Clive, personal branding coach in BCK Consulting once said:

“To create a lasting and remarkable impression (with your brand), you must remember that you and your brand are as good as the value you bring to the marketplace.”

For example, Nike is a lot about people who get things done. People, who do not give up. People, who dare to be different – they dare to be themselves. Even their renowned slogan “Just Do It” stands strongly with this statement. So even though there are people who wear Nike just because it’s “currently in style”, there are also people who wear Nike because of the story. Because of the value. Because of what it makes them feel. It makes them believe that they are also people who get stuff done and they can express that kind of attitude and identity through the tool – Nike’s products. 


An amazing brand
will fulfill a need.

Brand idea concepting has a lot to do with building brands that convey a certain way of fulfilling human needs – it’s not just about communicating product propositions like USPs (unique selling propositions). It is not just the experience the consumers get. The experience triggers emotions and that, my dear friends, is the start of building a valuable brand.

So back to the basics, huh’? Remember when in school you might’ve had to learn about Maslow’s pyramid – the hirearchy of needs? Here’s a photo that will help you remind it:

The sweet spot? That’s just between the brand experience and product experience – and great experience travels fast (hint: social media). In conclusion, the 101 on making an amazing brand: If the brand fulfills the consumer needs, generates a positive emotion through the experience and is persistent throughout time and concept – therefore you are adding value = you are doing it right. 

I hope this article gave some tips or helped to understand the concept of branding.

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