Consistency is considered to be the most important aspect of a succesful branding by branding experts and industry opinion leaders questioned in a an Interbrand’s survey made pubilc late January this year.
The experts cited understanding of Customer/Target frequently. This mirrors the finding in this report that metrics and brand research are key tools. Communication and Creative effectiveness were also frequently mentioned as critical aspects of successful branding.
These open-ended responses provide a useful counterpoint to the other findings in this report. They reflect the classic tenets of branding and marketing, which are focused on knowing the customer, maintaining a consistent brand in the marketplace, and delivering winning content and creative.
Here is the list of the top 10 aspects of successful branding, as resulted from the study:
- Consistency (36.0%)
- Understanding of Customer/Target (18.2%)
- Message/Communication (14.7%)
- Creative/Design/Brand ID (12.8%)
- Relevance (12.4%)
- Differentiation/Uniqueness (12.0%)
- Key Stakeholder Buy-In (10.9%)
- Positioning (9.7%)
- Clarity (8.9%)
- Connection to Customer/Target (8.9%)
Read the study here.