There are three key components to a successful brand. The first is familiarity, which means the brand has to be well known by the public. The next is likeability, which means that followers of a brand need to have something to like regarding the brand. The third component is similarity, which in a sense is having a brand have similar characteristics to its followers, so the followers have something to relate to, in a sense.
A worthy 5 minute read:
The 3 Pilars Of A Successful Brand