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.

Communication is a vital key in every endeavor. Nothing succeeds without adequate communication. This has been proved at least in any situation where human beings are involved .Personal brands need to communicate to their bosses, colleagues, relatives, juniors, niche market. Corporate brands need to communicate. In fact when communication is taken out, the whole of human existence becomes chaotic. Interestingly every brand has human beings as the target audience. Even when the product is animal foods; brands need to reach the owners before it can reach the target audience.

Brand communication that will rock has to first look at its plan, objective before a brand communication strategy that works can be crafted.

Let us examine five basic principles that will guarantee a brand communication strategy that will rock.

1. Target definition: Be sure you know who the object of the communication is. For personal brand, is the communication meant for your boss, colleagues, junior, mass or small group, spouses, children etc. The target must go with the objective of the communication, choice of words to be used. There is no need speaking high sounding languages, elevated style to small children. Such communication strategy does not rock. The purpose is already damaged before it goes out.

2. Objective, focus of the message: This has to do with what the brand wants the communication to achieve. Without this, communication result may not be measurable. Each brand must craft the objective and think about this before any communication process can be put in place.

3.360 degree view: View the communication from the angle of the communication recipient. Is there anything in the communication that will be of benefit to the receiver? What is in it for me. Receivers have not stopped listening to WII-FM. Ability to communicate with the audience hinges on understanding the language the brand users speak?

4. Brand communication channels: Using the right channels also matter. Using Television or radio to reach the teenagers now is becoming outdated in many nations. Internet has become the abode of this teeming populace. First, check where the target hibernates before shooting will safe your brand communication from total failure.

5. Timing: When all is said and done, timing is really important. This is key to success of any brand communication that will rock. There is a right timing for any message. Do not ask for pay increase when your boss is angry, when you know the business is at the brink of total collapse or bankruptcy.

Are there other factors that are important?  Let me have your opinion.