My Business and Branding? Elements of Branding Brand How? Brand Big Building the Brand Employees and the Brand
Employees and the Brand

A healthy strong brand has definitely has some other attributes than the best or the biggest. A healthy and a strong brand generates also more results than just bigger sales. A healthy strong brand sustain a product over time through consistency, excellent communication, providing value to its target customers. These and much more.

Here is a checklist of 23 brand health criteria:

• Is based on a proposition of genuine substance and value to the target customer
  
• Communicates a clear and powerful brand definition
  
• Communicates a clear ‘emotional charge’
  
• Communicates an attractive and relevant personality
  
• Wins, builds and retains customer loyalty
  
• Is well known by the target customer
  
• Is held in high esteem by the target customer
  
• Communicates and evidences a unique match between the company’s capabilities and the customer’s needs
  
• Is a source of competitive advantage
  
• Is an investment of increasing value that others will want to own
  
• Maintains its relevance over time by evolving in response to changing customer expectations and perceptions
  
• Increases the profitability of the business is consistent with the business strategy
  
• Makes sense within the business’s brand architecture
  
• Provides a protective ‘halo’ for growth strategies
  
• Provides a barrier to entry for new entrants or substitutes
  
• Is uniquely positioned in the market and creates a relevant space in the customer’s mind
  
• Communicates and demonstrates a clear sense of value
  
• Interacts consistently with the customer on as many fronts and on as many occasions as possible
  
• Cements the brand definition into the customer’s mind through interactions and positive associations
  
• Is managed and supported consistently over time
  
• Has values that can be applied consistently and successfully to all parts of the marketing
  
• Mix and through all promotional media
  
• Makes people want to get their hands on it