how to build a successful brand

What does it take to build a successful brand? A lot more than just marketing. Successful companies build  brands through:


Brand Essence

Elements in a brand’s makeup that touch universal consumer chords and transcend cultures. Example – McDonalds.


Brand Culture

Great global brands are products of distinctive corporate cultures — born from the inside out. Example – Levi Strauss.


Brand Style

Consumers identify with a brand’s unique style. Example – Volkswagen.


Brand Experience

Winning brands are a means to an experience, not just a means to an end. Example – Disney.


Brand Difference

Creating a competitive difference, even in mature categories. Example – Dodge.


Brand Exposure

The best in class get 360-degree exposure. Example – Coca Cola.


Brand Heart

Consumers sort brands emotionally. The great brands speak to the heart as well as the head. Example – Hallmark.


Brand Champion

Industry leaders that express a point of view through their brands. Example – Microsoft.


Brand Lexicon

Establishing bonds around the world through symbology or language. Example – Apple.


Brand Value

Building the value of the brand on the corporate balance sheet. Example – Gillette


* Conducted by the Sterling Group, an international branding consultancy.

About the XtraMark Name

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Every company needs a unique name. And XtraMark is no different. The name XtraMark means we do marketing and “xtra stuff” to help keep your organization successful.

And yes. We misspelled “Xtra” on purpose. Here’s why:

We actually started out with a different name. And it turns out there was a conflict with another company. And we learned the hard way – It pays to do due diligence to capture a unique and compelling name.

The XtraMark tagline is designed to get people asking “what is xtra stuff?”  This generates interest and begins a conversation. Just like a good brand should.

When XtraMark creates your brand, we guarantee you’ll have a unique name, an eye-catching logo,  and a company brand both you and your customers will get excited about.