Tip of the Week: 5 qualities to a successful brand

Internet guru, marketing columnist and expert Michael J. Russer says a successful brand can be defined easily and can be broken down to these five distinct qualities.

1. A successful brand is idiosyncratic. It reflects some aspect of the creator's personality.
2. A successful brand is memorably unique. It’s presented in a way that isn't easily forgotten or copied by others.
3. A successful brand is attractive. It’s pleasing, warm, friendly, reassuring and fun.
4. A successful brand is congruent with the target market. The look and feel of the branding elements speak to the target audience.
5. A successful brand has a logo. A logo is a graphical element that becomes a site's primary identifier. A well-designed logo is unique, memorable and consistent with other branding elements.