In an earlier post I talked about consistency as the hallmark of good branding.

But there are other characteristics of good branding and you need to pay attention to all of them:

1. Good branding is consistent.

2. Good branding is truthful.

3. Good branding paints a picture that is desirable.

4. Good branding is different - from competitors and ideally, from anything else out there.

5. Good branding is memorable.