Our experience has taught us that successful brands require a number of important attributes and we’ve synthesised these down to five key qualities;

• A distinctive positioning and customer experience, distilled and communicated;

• Superior products/services, vital in the process of attracting customers and maintaining their loyalty;

• Consistency in promise delivery, ensuring that throughout the customer journey, from the initial “trigger”, to “consider”, “search”, then “choose”, and “buy” and lastly “experience” stages, there needs to be a substantiation of the original brand promise;

• Brand alignment, where the marriage of the internal and external customers' experience, (employees & consumers) strengthens brand loyalty;

• An ability to stay relevant by constantly ensuring ownership of clear points of distinction with competition.