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Successful brands have a number of qualities in common. Qualities that make them visible to their right audiences. These qualities are not secrets that only the privileged few can access. They are accessible qualities that every business owner can take advantage of to create their own successful brand. And no matter what stage your business is at, you can use them too. So, what are these qualities?

Successful brands:

1. Know their customer, and put them at the centre of everything they do

Customers are the most important part of any business. Without them your business won’t survive. Successful brands understand this. They work hard to serve their customers, keeping them front and centre of all that they do. Successful brands don’t blindly sell to everyone. They find out all that they can about their customers. They always engage with their customers. They ask, listen to and observe them, taking note of their likes and dislikes, what they do for work and play and so on. Successful brands use the information to create products and services that serve the needs of their customers.

2. Maintain consistency in all that they do

Consistency is crucial to building a successful brand. It creates familiarity and helps to reinforce your brand in the minds of your customers. Successful brands know that inconsistency in their brand is confusing. It can stop their customers from engaging with their brand because they will not know what to expect each time they interact. Successful brands maintain consistency across their:

– visuals and graphics – what they look like;

– messaging – what they say and sound like; and 

– behaviour – what they do and how they treat their customers

So when their customers see or experience certain elements they immediately recognise it as belonging the brand. 

3. Find ways to stay relevant

In fast moving marketplaces, and rapid changes in technology successful brands know that their success depends on how up-to-date they are with what is going on around them. They always review their market, to make sure that they keep up to date with news, innovations and other important developments in their industry. Successful brands use the insights to update their products and services. They get rid of what is no longer relevant, and improve on what is working well. Successful brands are always on the look out for opportunities. They are not afraid to innovate, to switch things up, and find ways to serve, surprise and delight their customers.

4. Remain true to their values, and deliver on their brand promise

By looking, behaving and communicating in a certain way a brand is making a promise to its audience. A promise that says this is what you can expect from us every time you engage with us. Successful brands work hard to keep this promise. They do this by remaining true to the values that form the heart of their businesses. Their values act as a guide, keeping them on the right track. Successful brands know that losing sight of  their values can break trust between their audience. And if this happens it is very difficult to get back.

5. Have a clear purpose, and a compelling story

Successful brands have a clear understanding of why they do what they do. Their purpose fuels their passion. Their purpose helps to create and strengthen the emotional connections with their customers. Successful brands know that one of the best ways to share their purpose is by having a compelling story. Their story tells the background and history of the business, why it exists, the people who founded it, and those that work in it. Successful brands use their story to take their customers on a journey. This helps to make their customers a part of their business.

If you want more strategies used by successful brands to build their businesses, download 30 Ways To Make Your Brand More Visible. My free guide packed with information and practical tips to help you create a successful brand.

-Tapiwa

5 Qualities Successful Brands Have In Common Atelier Fifty-Five Academy Design Diaries

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  • This popular Africanisim beautifully illustrates the pioneering spirit of togethernes. It highlights how working and collaborating with others can propel you to new heights. Building a business rarely happens in isolation. Atelier Fifty Five seeks to to shine the light on African brands, and this includes extending a hand by sharing our knowledge and expertise to help African brands become the best they can be. So let us go together. Sign up to the Atelier Fifty Five Academy mailing list and join a community of ambitious creative business owners dedicated to creating brands that make their audiences sit up and take notice.⁣
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  • Preserving traditional skills the Kayla cushion by Frida 54 highlights the art of Tritik, a process of knotting and sewing that results in a variety of symmetric patterns. Handwoven with 100% cotton from the cotton mills of northern Cameroon the textiles are dyed with handmade dyes using ancestral techniques. [📷 credit: @frida_54 ]
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  • Eight years ago I started a blog as a place to document the interesting things I was discovering with regards to the design and creativity emerging from Africa. From the moment I created my first blog post little did I know where the journey would take me. Fast-forward to present day I have not only been privileged to witness the development of an industry, but to also have an active role in creating awareness about it.

On this journey, I have seen Africa’s design industry grow from a handful of names from a handful countries to a continent wide-reach. Some names that were just starting out have become internationally respected leaders in their field, whilst behind them, a new generation of names are coming up and claiming their place in the industry.

To say that it is an exciting time for African design and creativity would be a gross understatement! We are in a time of rapid advancement and unbridled creative expression, that is setting the foundations and standards for future generations to build on. And like many other emerging industries in Africa, creativity is opening up opportunities to those who are willing to seize them. And seizing them designers are!

And as Atelier Fifty Five begins a new chapter it is an opportunity for me to renew my commitment to supporting the development of the African design industry and helping those I work with and write about, and work with to fulfill their potential for creating world-class brands. 
I invite you to visit our website to discover more. [Link in bio]

Tapiwa, Founder Atelier Fifty Five
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