5 attributes that make great brands (and people too)

We think a great brand shares the same qualities as a great person. They are true to themselves, act with honesty, are reliable, don’t overcomplicate things, and with any luck, have something interesting to say. Let’s go into a bit more detail.

In a world full of brands (and people) the best ones feel relatable and real. These qualities help build trust, and trust builds loyalty. Authenticity helps create emotional connections, and when you’re connecting with feeling, you know you’re doing it right.

This is all about being open and honest. Communication is key and doing it clearly and with no hidden agenda is the way to go. Some say vulnerability is a superpower, and we tend to agree. Even when times are tough and things don’t go to plan, honesty is the best policy.

Being consistent, or reliable, is another way to build trust. It’s how to reassure others that you’ll do what you say and follow through on your promises. Consistency is also about behaviour. Repeatedly act, speak and look the same way to earn credibility and familiarity wherever you go.

They say you have to be smart to articulate complex ideas in simple ways. Simplicity is focused on making things easy to understand, even if it’s tricky to explain. It’s all about stripping away unnecessary noise to reduce confusion and clutter. A by-product of simplicity is confidence, which can only be a good thing.

Okay, this one might be better suited to brands than people, but it still counts. We’d argue that everything is storytelling, regardless of the situation. An accomplished storyteller holds the room and captivates their audience, a powerful skill that’s valued everywhere.