30 June 2009 15 Comments

Six attributes of leading brands

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Building a strong and leading brand takes time. It is accepted widely that differentiation and consistency are key, there are other vital attributes most leading brands posses. Individuals and corporate organization can do a research and confirm what we are about to discuss to find their veracity. It is also important that brands inculcate these attributes if their desire is to become a brand that will be reckoned with. In no particular order, the following are the six major attributes of leading brands we have observed.

1. Consistency in brand promise: most leading brands have excelled in keeping their promise of value. They work hard in ensuring what they promise on paper is a reality with customers’ daily contact. Most times they exceed the value in their promise.

2. Continual delivery of great brand experience: Experience is a great teacher so say the old adage. This is still true till date. Great brand ensures that their client have great experience at their first or any contact. They invest in their contact centre, contact people, location as well as in total package that are presented to their customers. They always ensure their clients leave with positive impression of the brand

3. Clear ownership of a distinct position in the market: Most leading brands have and understand the position they occupy in their niche and work hazardously to protect or improve on the position if it is not number one.

4. Committed to ‘internal’ branding of employees: Observe any leading brand; they have great employees who truly represent them. They always work hard to ensure that their promise deliverers are in good shape as well as fit to ensure brand compliance all through the stages.

5. Culture of improvement and innovation: Every leading brand has a great passion for daily improvement in service delivery as well as innovation.

6. Perceived possession of superior products, services and technologies: Every leading brand works hard on getting perceived as the best brand around town. After all these attributes, leading brands communicate these attribute to ensure their identities are not corrupted. They also build strong, consistent identity that enhances their memorability.

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