The leading brands have a deep understanding of the demographics in their targeted markets. This will include factors such as their interests, education level and more. Unless it is a huge general merchandise retailer such as Tesco, the majority of brands have a definite target audience they strive to influence. Understanding the target market is vital because it provides direction for the tone as well as how far the marketing campaign can reach. This also helps pinpoint the overall identity of the brand usually trying to appeal to everyone will attract no-one. Brands that do not understand their target audience will often lose out on many sales. 

Building brand identity requires one distinctive thing. For example, Monzo have captured their target consumer with digital innovation by offering a fresh take on banking. This banking system only lives on your Smartphone and is designed for the way we live today. Their brightly colored cards and easy-to-use banking app is rapidly taking over the market. Another example could be TOMS shoes. They donate a pair of shoes to a child in need for every pair bought.

Constructing a brand identity within a niche does not demand a revolutionary idea. It can just be one component that separates it from the competition.

For a brand to be successful in the long-term, there needs to be a driving passion. A good example of this would be Steve Jobs. The passion he had propelled his organization forward, work hard and deliver superior products. This passion leads to enthusiasm and excitement, which is infectious.

Once consumers become just as enthusiastic about a product, this can lead to word-of-mouth giving you the most recognition with the least amount of effort. This is the essence of great branding. Passion also helps organizations when setbacks occur.

When consumers come back to a business, they expect the same level of quality. An example of this would the service and food in a restaurant. When businesses do not deliver consistent quality, consumers will look elsewhere. A great example of consistency would be McDonalds. Whether you are in China or the Europe or the USA, you can guarantee you will receive almost exactly the same Big Mac.