Glossary

Successful brands leave nothing to chance: They steer their success very deliberately, know their DNA and their fans. They step back from things they cannot do and communicate these insights outwardly as their brand positioning. They control their operative business with brand rules that make sure the company's actions are brand-centered.

A successful brand has a specific character that has grown over the course of many years out of the brand's peak performances. It is formed from the inside out, which means: It is continually "recharged" with peak performances, like a battery, which then transports that brand energy outward to the customer.

A classic trait of a successful brand: It gathers a community of fans who are attracted by its values. Its managers have identified the motives why their fans became fans, and know how to generate more fans.

A successful brand is positioned credibly, in accordance with its character. It is attractive (so it draws fans) and at the same time differentiating (from the competition). It has defined strategic ways to reach that positioning and acts according to those principles.

In short: All of these elements make up the strategic foundation for building a successful brand. The corresponding brand strategy is ultimately conveyed at all brand touchpoints. This is where a unified brand experience is created for the customer. If a brand wants to achieve lasting success, it must continuously recharge its battery and prove itself at the brand touchpoints in order to create a consistent image in people's minds. It is the only way to generate long-term orientation and trust.

Our recommendation:

Book: No. 1 Brands – Die Erfolgsgeheimnisse starker Marken

Study: What is important to B2B customers in making purchasing decisions?