Brand positioning is a critical aspect of creating a brand because it defines how a brand is perceived in the minds of consumers relative to its competitors. It involves strategically placing a brand in the market to occupy a distinctive and valuable position that resonates with its target audience.

A design system is instrumental in creating a great brand by ensuring that the brand's visual and interactive elements work harmoniously to convey a unified message and provide a positive experience for users.

Setting the right tone of voice is crucial while creating a great brand since it directly influences how a brand is perceived by its audience. The tone of voice refers to the way a brand communicates its message, values, and personality through written or spoken language.

The name of a brand is often the first point of contact between the business and its audience. A well-crafted brand name enhances brand identity, fosters memorability, supports differentiation, and contributes to the overall success and sustainability of the brand.