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What makes a good brand?

Good is such a subjective term when it comes to anything design related. But when we’re talking about branding, good branding means effective branding. Good branding means clearly communicating to your customers and clients what your business does and for who. Good branding means establishing expectations and then meeting them time and time again.

Broken down further, good branding will mean:

Your brand is memorable.

You deeply understand your target market and the problem you are solving. You’ve outlined your core differentiators and how to clearly and plainly explain your product and solution to your customers. Because of this, your customers understand why you exist and for who, which makes your business memorable.

You don’t have to be the most traditionally interesting or sexy business in the world. You simply have to be clear with what you do. This is much more challenging than being sexy.

Your visual identity aligns with your brand values.

Your logo, fonts, colors, and designs were all intentionally created to communicate a story for your customers. Your brand assets reinforce your brand values at every step of the customer journey. And finally, you’ve taken into account who your customer is and how you want them to feel when engaging with your brand rather than simply designing elements just to look good.

Finally, your brand is always consistent.

Whether someone is looking at your social media accounts, website, app, brochure, bus ad, or packaging material, all assets feel cohesive and share the same messaging. Not only does your visual identity look and feel the same regardless of where someone is encountering your brand, the decisions your business makes feel aligned with the story that has been sold.


Ready to make a good brand? Schedule a discovery meeting or contact us at


Profile picture of Olivia Wisden, author of this blog post as well as the CEO/Founder of UnderBelly Creative.

About The Author

Olivia Wisden is the Founder + CEO of UnderBelly Creative. She has worked with dozens of brands over the years ranging from city initiatives to product launches and beyond. When she’s not fan-girling over the design team’s illustrations she can probably be found reading a novel or attending a boxing class.


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