When most people think of branding, they picture a stylish logo, a pretty color palette, or a polished Instagram feed. And while those are important elements, good branding goes much deeper. At its core, good branding is about clarity, consistency, and connection. It’s the overall feeling your business creates. It shapes how potential clients perceive your value, trust your message, and remember your name.

What Makes Good Branding?

Good branding starts with strategy. That means knowing exactly who you’re talking to, what you stand for, and how you want to be perceived. Your brand should clearly communicate your mission, values, and personality in a way that resonates with your ideal audience. Whether you’re a bold, no-BS service provider or a calming, heart-centered coach. Your brand’s voice and visuals should reflect that identity in every touchpoint. From your website and photos to your social posts and client experience.

But what really sets good branding apart is consistency. Brands that stand out aren’t necessarily the loudest or the trendiest, they’re the most aligned. They show up the same way, every time. That consistency builds recognition, trust, and loyalty over time. So while a well-designed logo might grab someone’s attention, it’s the experience your brand delivers. Think about the messaging, visuals, tone, and values working together. Now that truly makes it memorable!

Example 1: One Book Colorado

This is a brand that I personally worked on, and absolutely loved as a client. OneBookColorado is a great example of good branding because its mission is crystal clear: “You’ve got the business. I’ll handle the books.” That purpose is simple, memorable, and fixes a problem that many business owners have. Which makes it easy for people to connect with and support. Good branding always starts with clarity, and this organization communicates its “why” in a way that resonates immediately.

Their consistency also makes the brand strong. From the name to the tagline to the visuals, everything reinforces their focus on bookkeeping and tax solutions. Bright, professional colors and imagery feel approachable and aligned with their mission. While their messaging stays focused on making bookkeeping and taxes stress free rather than just accounting. Together, the clear mission, consistent messaging, and thoughtful visuals create a brand experience that’s trustworthy, recognizable, and emotionally engaging.

Nike: A Global Example of Good Branding

When people think of good branding, Nike often comes to mind, and for good reason. Their iconic swoosh logo and “Just Do It” tagline are instantly recognizable, but what makes Nike’s branding powerful goes far beyond those visuals. Nike has built a brand identity rooted in inspiration, performance, and empowerment. Whether they’re featuring elite athletes or everyday people, their messaging consistently reinforces the idea that greatness is within reach for anyone who’s willing to put in the work.

Nike’s branding also thrives because of its emotional storytelling. Their ads don’t just sell shoes; they tell stories of perseverance, courage, and human potential. Every touchpoint, from their commercials to their social media to the in-store experience, feels cohesive, inspiring, and motivational. That consistency, combined with their ability to tap into universal values like determination and equality, has helped Nike build not just a customer base, but a global community. It’s a clear example that good branding is about the experience and emotions a brand creates, not just its logo or color palette.

Warby Parker: A Medium-Sized Brand That Gets Branding Right

Warby Parker is a fantastic example of how a medium-sized company can create good branding that feels both approachable and memorable. From the start, they set themselves apart by offering stylish, affordable eyewear with a convenient try-at-home model. But what really makes their branding strong is the way they’ve infused personality, purpose, and consistency into every touchpoint. Their messaging is witty yet approachable, their visuals are clean and modern, and their customer experience is seamless from online browsing to delivery.

Beyond just selling glasses, Warby Parker built their brand around a social mission: for every pair sold, they donate a pair to someone in need. That purpose-driven approach makes the brand relatable and trustworthy, appealing to values-driven consumers. Their stores, website, and marketing campaigns all reflect this balance of style, accessibility, and impact. It’s proof that you don’t need to be a household name like Nike to build a brand that people love and stay loyal to. You just need clarity, consistency, and a mission that resonates.

Glossier: A Smaller Brand That Built a Big Following

Glossier is a perfect example of how a smaller brand can use good branding to stand out in a crowded market. Instead of competing with big-name beauty companies by showcasing celebrity endorsements or flashy campaigns, Glossier built its brand around community. They started by listening to their audience of real people sharing what they wanted from skincare and makeup. Then created products (and messaging) that reflected those needs.

What makes their branding powerful is how approachable and personal it feels. Their visuals are minimal, modern, and instantly recognizable in soft pink tones, but their true strength is the way they speak to their customers like friends. Their social media feels conversational, their packaging is Instagram-ready, and their customer experience feels intentional and fun. By blending authenticity with consistency, Glossier turned everyday buyers into loyal fans and brand advocates. It’s proof that even smaller brands can make a big impact when they focus on connection and clarity over flashy campaigns.

Good Branding Goes Beyond Colors & Logo

At the end of the day, good branding isn’t just about having a stylish logo or a trendy brand color palette. It’s about creating clarity, consistency, and connection. Whether it’s a local business like OneBookColorado, a global powerhouse like Nike, or brands of all sizes in between. The best examples of branding are the ones that make people feel something and build trust through every touchpoint. When your messaging, visuals, and customer experience all work together, your brand becomes more than just a business. It becomes a story people want to be part of.

Let me build you a website like I did for Keely of Onebookscolorado! Check out my free website report card tool here!

About Lisa Lord (aka LiLo)

I’m Lisa (aka LiLo) and I help business owners build full, strategic brands from the start to finish. Whether you’re building a brand from scratch or rebranding your business for the next level, I guide you through the entire process. I help with brand strategy, logo design, brand photography, and website creation. I create cohesive, high-impact brands that help you show up, stand out, and grow with clarity and confidence. Learn More About Me | Book a Free Branding Call | Follow on Instagram