Traits of brands that make BANK

In my time as a brand strategist for impactful, purpose-driven brands, I’ve started to notice a trend for brands that make bank, AKA they bring in clients, customers, and revenue-generating assets regularly. 

While I do have an inner sense of what works, I’m also data-driven and believe you should see the patterns for brands that make bank. 

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traits of brands that make BANK

If you’re looking to embody an epic, unbreakable brand, start with these.

Trait 1: They never refer to their clients as family

It’s true… There’s no such thing as “work/life balance” especially for those of us who run our own businesses.

But referring to your clients as family is not a healthy or sustainable structure to build a business around.

Here’s why.

We as humans will do anything for our families.

No matter what.

So by talking about your clients as if they’re your family, you’re telling your brain to drop everything and go the extra mile for them, no matter what.

Which means you dropped your boundaries.

You make sacrifices.

You overwork yourself right into a burnout situation.

Plus, you set an impossible precedent with your clients.

This doesn’t mean you can’t have a nurturing warm brand– one that portrays your values– but instead of family, choose to support and nurture in a healthy way – equate your brand with “being on a sports team” or “a league” “the squad” etc. (and keep your boundaries firmly in place). 

Trait 2: They understand how to separate their personal preferences from their brand

Bigger brands understand this, but smaller businesses– especially businesses of one– miss the mark on this one all the time.

One of the things I see with DIY brands is that their color palette is very often composed of their favorite colors.

But that’s a mistake.

Your favorite colors shouldn’t have anything to do with your brand (in general).


Color psychology.

Color psychology is a big part of the strategic brands I build, and each color in the palette I select ties to an innate belief or feeling that colors give us as humans. 

I’ll never ask you what your favorite color is when I’m designing a brand for you. I will ask what you are drawn towards, but if you say “bright yellow” and your brand is supposed to be earthy, organic, natural and grounded, I will suggest a new direction. The point is, brands that make bank know their personal preferences aren’t relevant.

That’s not to say you need to create a palette full of colors you hate, it’s just that you need to separate your personal self from your brand when it comes to preferences.

Trait 3: They accept and listen to the professionals

Spend all your time in your zone of genius, then hire someone who also spends all their time in their zone of genius.

If you’re going to outsource your brand strategy (and I obviously think you should), hire someone you trust.

Then listen to them.

You don’t have to agree with everything they say.

Not at all. Design is an iterative process. It is a collaborative process. 

But you do need to relinquish control (and if you are not ready to release this control, then you aren’t ready to rebrand). 

Trait 4: They understand the order of operations for a rebrand

Rebranding is the process most of my clients go through. It’s very rare that someone comes to me without anything. Typically, they have something that has worked for them in the past, but they’re ready to level up and step into the brand they know they can become. They often see that their value no longer matches how they appear online or in their brick and mortar business. 

When they are ready for the rebrand, they know that it will take a bit of time, and they know they need to start with: 

  1. A comprehensive brand strategy
  2. Branding 
  3. Brand photoshoot 
  4. Copywriting 
  5. Website strategy UI/UX
  6. Site map
  7. Customer journey
  8. Website design
  9. Website development
  10. Launch planning

And, finally, launching.

It looks like a long list, but when you work with me, this whole process takes anywhere from six to eight weeks because I have partnerships with amazing copywriters, and we can typically find you a killer brand photographer– the rest of it we work on together. 

Which brings me to the next trait of brands that make bank…

Trait 5: They have the patience to put it all together and watch the momentum build

The internet has spoiled us. We want things to happen, and we want them to happen, now

If not sooner.

But the brands that make more money than the rest know that consistency is the important thing, especially during a rebrand.

They have the patience to work with me to put it all together and watch their momentum build.

If I’m being honest, this is one of my hands down favorite parts of the whole process.

Putting things into motion– like a major uplevel, or a major pivot for your business– requires both strategy and time to allow the magic to happen.

And it’s worth the wait.

Trait 6: They have a signature offer

Brands that make bank have a signature offer.

It’s hands down the most challenging thing for a brand to build, and it takes years.

But it’s a key differentiating factor for high-end brands.

They typically have their own ‘sub brand’ for this signature offer, which means it has its own mark and name. It’s a key way to stand out.

A signature offer sells really well even when there are imitators.

(I’m looking at you, Christian Louboutin, with your red soled high heels.)

Even if you’re just starting out, brainstorming your signature offer is a great way to become known for your expertise.

Trait 7: They know their competitive edge

What makes you different from your competitors?

Brands that make bank can answer this question without missing a beat.

Your competitive edge can refer to your positioning.

It can refer to your uniqueness.

But to really make bank, connect this differentiator directly to the needs of your clients.

If you’re stuck on this, that simply means you haven’t done enough competitor analysis.

Without looking at other brands that offer something similar, you won’t know where you fit in… or where you stand out.

Trait 8: They consistently present their brand across all platforms

Lucky for you, I saved the easiest trait to carry out for last.

Brands that make bank present consistently across all social media platforms. In many studies, that consistency has been shown to increase revenue by 33-51% for brands. 

That’s not to say that they’re as active on all platforms.

But there’s no disconnect between the way they present themselves on one platform to another.

Recap: The Traits of brands that make bank

If you’re ready to step to the next level, and make bank online, keep these in mind:

  1. Never refer to your clients as family
  2. Understand how to separate your personal preferences from your brand
  3. Accept and listen to the professionals
  4. Understand the order of operations for a rebrand
  5. Have the patience to put it all together and watch the momentum build
  6. Create (or refine) your signature offer
  7. Know your competitive edge
  8. Present your brand consistently across all platforms

Embody these traits, show up consistently, and turn your brand into one that makes bank.