Clear: People should be able to grasp the entirety of who you are or your company is at first glance. It should already be clear to your audience what you do, what your personality is, how you work, and what you can do for them. The successful brands today have spent time and money crafting their brand identity so it would be clear and simple for their target market.Consistent: Restaurant chains and other kinds of chains at that are good at having consistent branding. A Nakumatt store in the Rwanda would look the same in its stores in the Burundi or Uganda. Building a brand requires consistency–in what people see in the brand, in their experience of the brand, etc. This goes even to the mundane things like having your business cards look the same way as your stationeries, email signatures and other company documents.Captivating: Finally, your brand should capture the attention of your audience. Successful brands invest in designing their brand not only to catch their target market’s attention but to keep their brand as the top-of-mind brand in their category. To captivate your audience, develop good copy backed by good design.Internet sources