Quick question: What is a brand? Is it a store where certain products can be bought? Is it an office where professionals provide a particular service? Or could it be a trademark, an online business, a non-profit organization or a musical band? The answer is “yes” to all of the above. A brand is pretty much any business entity, regardless of what it offers to its users, consumers or followers.

However, the actual question that true entrepreneurs should ask is: What makes a great brand? As a brand management agency and Web designer operating in an increasingly competitive world, we keep a close eye on why some brands are so compelling that consumers will pay extra for products or services that could be purchased elsewhere for less. What keeps them coming back again and again? What increases their loyalty and trust? There’s no doubt that a great brand offers a great product and service. But is that all? Although definitely the most important aspect, the brand’s products and services are not the only things that shape the consumer’s opinion.

Strong brands connect and resonate with their clientele. They find ways to offer a unique experience that goes beyond a product or service. Brands tell memorable stories, provide valuable advice and, above all, help people build trust and real relationships. All this drives brand value and encourages word of mouth, adding to the brand’s notoriety.