1. Logo Applicability
Good Branding: Has logos in all file types as needed so they can be used in any given application (digital, print, embroidery, etc.). An acceptable range of file types include high-resolution raster (such as JPEG and PNG), and vector (such as SVG and EPS).
Bad Branding: Only has a pixelated JPEG or other poor logo files that limits their application flexibility. Vendors are forced to “make do” with the logos they are given and do their best to apply it to their medium, making brand materials inconsistent and poor in quality.
2. Clarity
Good Branding: Is clear in its messaging and details. Is articulated and proof-reads their copy and makes updates immediately if something with their product or service has changed. If their audience does question anything, they clarify as quickly and as thoroughly — yet simply — as possible.
Bad Branding: Lazily expresses information, lets typos and confusing sentences fly, does not follow-up with any clarification requests. Leaves their audience questioning or looking for more information in vain, ultimately turning them away from the brand.
3. Personality
Good Branding: Has tone of voice established and laid out clearly in their brand guidelines. Content is both unique and fitting with their industry, therefore standing out from the competition and resonating with their target audience.
Bad Branding: Tone of voice is always different depending on who is writing content. The brand’s “personality” is constantly changing and it doesn’t seem like one entity. This could lead to lack of brand trust.
4. Quality
Good Branding: Cares about the content and visuals coming out of the company. It’s investment into professionals and resources to ensure the brand is being represented well and accurate to the quality level of the products or services being sold.
Bad Branding: Cuts corners on creative work. Does not budget adequately and doesn’t value the talent and time of creative professionals whose job is to make the company look good. This leads to questionable content that looks off or even bad. It does not represent the company well and does not encourage engagement or interest with the audience.
5. Imagery & Visuals
Good Branding: Uses high-resolution images and quality video production. Media should always be purchased and legally licensed. As possible, good branding should also utilize custom photography to consistently and accurately showcase their brand.
Bad Branding: Accepts low-resolution images that are pixelated, skewed, etc. Steals visuals from Google or other sources. Uses imagery that is inconsistent to their brand and across the board such as lighting changes, subject matter, editing practices, and more, leading to poor brand recognition.
6. Cohesion
Good Branding: Strictly follows their strong brand guidelines and uses the brand’s assigned logo treatment, fonts, colors, tone of voice, messaging, and more. All brand materials are cohesive.
Bad Branding: Does not have brand guidelines and has several people and departments working on brand materials without any standards to reference. Uses fonts and colors that are almost on-brand but ends up looking messy and incohesive in the long run.
7. Consistency
Good Branding: They say if you can’t do something consistently, don’t do it at all. This applies to practicing a new skill and marketing, too! One social media post a year is not going to cut it if you’re looking to drive engagement or follows. Good branding in consistent by regularly posting to social media, updating to their website, sending e-communications, etc.
Bad Branding: Posts to social media very rarely, and when they do, the posts are random. Does not regularly update their website, leading to outdated information and poor search engine optimization, leading to missed web traffic. Sometimes posts a blog or two, with large gaps in content.
8. Presence
Good Branding: “Shows up” regularly by sponsoring appropriate events and causes that align with the brand’s values, posting to social media and achieving a strong online presence, has a good and accessible website, is easy to find on Google.
Bad Branding: Is rarely present on social media or in their community, does not get their message out into the world, does not prioritize search engine optimization and therefore has poor presence and difficult to find.
9. Organization of Assets
Good Branding: Has a collection of assets such as logos, fonts, photography, mainstay graphics and patterns, etc. saved in one place at their disposal for ease of use.
Bad Branding: Does not have assets saved appropriately and leaves those working on the brand to waste time searching and potentially pulling incorrect or outdated files.
10. Trust
Good Branding: The most telling sign that a brand is good and successful is that it is trusted. That means people are more likely to listen to, engage with, and purchase products and services associated with that brand, because they trust what they’re talking about and selling. They have the confidence and the facts to back up their claims. Make sure you’re upfront with what you’re selling, make the information easily accessible, and educate your target audience with your product or service.
Bad Branding: Untrustworthy brands don’t explain their product or service adequately, are unresponsive to questions and concerns, and overall don’t care about their image or connection with their audience. Don’t be that company!
We’re experts of branding at WhiteBox Marketing. With several professional graphic designers, copywriters, social media managers, digital specialists, photographers/videographers, and marketing strategists under one roof, our agency is the partnership you need. Whether you’re an established brand or just starting out, we’re here to help.
We don’t just support your brand—we amplify it, every step of the way.