People develop relationships with other people. Brands exist so that organizations can do the same. So, what maximizes a brand’s appeal? The same things that maximize a person’s appeal – authenticity, honesty, integrity (that is, a congruence between thoughts, words and deeds), charisma, warmth, assertiveness, approachability, passion, reliability, originality, etc. And here is the thing that makes people and brands the most interesting. Each possesses a different combination of qualities that appeals to different people at different times.
The best brands will challenge and comfort and inspire and draw out one’s best and help one grow, just as the best human relationships do.
Branding, at its best, transforms organizations so that they are capable of creating, nurturing and sustaining mutually profitable relationships with people. And that is a very good thing.