What is a good brand?

Each one has strong brands in mind (Apple, Bic, Carrefour, etc.). But it's not just notoriety that makes a brand strong. By following simple rules, anyone can have a good brand.

The brand means a sign that can take on various forms (word(s), numbers, logo, slogan, 3D object or even odour, sound or hologram...). It makes it possible to distinguish the goods or services of a natural or legal person. At the time of its creation, it is difficult to say how long it will exist and whether it will become a brand with a value.

To give it the best chance of lasting over time, the brand must be strong both commercially and legally.

A good commercial brand

Before creating a brandIn the case of a new product, it is important to ask yourself what image you want to convey. In particular, a strong sign reflects these different qualities:

The brand has a history

The brand must tell a story, that of the product or service, the company or its owner. This is called storytelling, that is, telling a story (preferably a true one) for communication purposes. This is the case, for example, of the Michel and Augustin brand, which plays a lot on the history lived by its founders.

The sign can also convey strong values. For example, Dove has based its communication on the fact that "All women are beautiful" and showcases all the beauties.

The brand has a neat visual identity

The visual identity is the first perception that customers have of an brand. It is therefore essential that it conveys a strong impression of professionalism. For this, it is necessary to think before the creation of the name by defining a brief. You have to think about the logo, the fonts, the colour codes (evoking values, a message) and the sizes. To do this, use a visual communicator is a plus.

The brand shows its personality

Determine the brandIts history, its values, its products and services help to build a personality. This element will be found in the communication on social networks, the website and the blog. Customers will thus be able to identify the brand easily and remember it.

The legal aspect is the other pendant that shapes a brand strong.

A good legal brand

To be considered strong, a brand must, in particular, meet the following conditions:

The mark must be distinctive

A good brand does not describe the products and services it covers. The higher its level of distinctivity is strong, the stronger its legal protection is. This will therefore be a strong sign.

The brand must be available

A background check is used to verify that a third party is not the owner of the mark. A dispute subsequent to its filing or registration would weaken it.

The trademark must be exploited

A brand is subject to disclaimer for non-use (loss of the right to brand), if it has not been exploited significantly and in the registered form within five years of its registration.

The mark must be monitored

Once the brand filed, its holder has a monopoly on the products and services it covers. But it must also defend its rights by preventing third parties from using a related name. To do this, it can set up a trademark monitoring in order to be aware at an early stage of the existence of later marks which could be detrimental to it.

Marrying commercial and legal criteria helps to create a brand strong, that will exist and endure in the minds of consumers. To make sure you have a strong brand, don't hesitate to seek professional advice.