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3 components you need to create a powerful brand
- 16/07/2024
- Written by Lawrence Flude

Creating a strong, successful brand offers far-reaching benefits; it attracts repeat, loyal customers, builds recognition and helps achieve key business goals. What business wouldn’t want that?
Yes, despite their best efforts, many businesses struggle to create brands that truly resonate. They tick all the boxes – logo, web design, social media presence – but often miss the essence of what makes a brand truly powerful.
Here at Fludium, we understand what sets exceptional brands apart. It’s no coincidence that some of the world’s most successful businesses – Amazon, Apple, Nike, Coca-Cola –also have magnetic brands that captivate customers, employees and alike.
Powerful brands have three core components. Think of them as stepping stones to brand excellence.
Stepping stone #1: Coherency
A successful brand starts with making sense. There’s no point promoting values of “clean living” if you’re selling desserts or pushing “indulgence” if you’re marketing gym clothes. A coherent brand message ensures that customers, employees, and your wider audience understand exactly what your brand stands for.
Coherency requires context. Consider your values, your unique selling points, and the customers you aim to attract. Ask yourself:
- What values drive our brand?
- How do we add value to our customers’ lives?
- What does our brand stand for?
When customers grasp why your brand exists—and it makes sense to them—they can begin to invest emotionally. This is where genuine loyalty takes root.
Stepping stone #2: Authenticity
In today’s connected world, authenticity is non-negotiable. Customers expect transparency, consistency, and honesty. Trust is built when your brand is genuine about its products, services, and values.
Misleading practices like “greenwashing”—falsely portraying products or policies as environmentally conscious—have rightfully been met with consumer backlash and even legal consequences. Trust isn’t given lightly; 81% of consumers cite trust as a decisive factor in purchasing decisions, according to a trust barometer report published in 2019.
To build authenticity, your marketing, product offerings, and brand behaviour must align with your values. Be real, be transparent, and above all, be consistent.
Stepping stone #3: Consistency
Consistency is the bedrock of strong brands. Whether in marketing messages, customer interactions, or internal culture, consistent brands are predictable, reliable, and trusted.
Brands that frequently change their tone, messaging, or image can confuse and alienate customers. Inconsistent branding breeds uncertainty, and people instinctively avoid what feels unreliable.
To be a powerful brand, you need a unified image and message across every touchpoint—from social media posts to in-store experiences. When customers know what to expect from your brand, they’re more likely to engage and remain loyal.
The brand magic formula
To achieve excellence, ask yourself these three questions for every brand initiative:
- Is this coherent? Does it make sense and align with our brand values and image?
- Is this authentic? Does it reflect the true essence of your brand?
- Is this consistent? Does it communicate the same across all marketing channels?
This magic formula will keep your branding efforts focused and help you to become a successful, powerful brand.
Lawrence Flude
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