A good brand is unique
It differs from the others.
A good brand is not a chameleon, it stands out in the crowd.
It is simple and timeless.
A good brand is easy to remember and sticks in the mind.
It is easy to implement and it works in all channels.
A good brand has a clear concept and follows a unifying theme.
A good brand gives rise to emotions.
It moves you.
Feelings and emotions are connected with the subconscious mind, where we think without being aware of it.
Individuals are not always in control of these subconscious thoughts. Emotions play a critical role in human life, as motivation for actions and choices.
A good brand generates feelings like sadness, joy, anger, commitment, laughter, frustration, pride and many other emotions.
But never indifference.
A good brand tells a story.
It creates an expectation.