Why do some brands succeed, when others fail? Why do certain brands grow faster than others? Why can certain brands claim a premium, when others must fight in the price war trenches? Why do certain brands become global brands, while others remain local niche players? The reason clearly is not that the few who succeed are the lucky ones hitting the jack pot while the others are less fortunate. Brands become power brands because their DNA was carefully designed for it. Successful brands are founded on three main and equally important pillars: competence, differentiation, and relevance. These pillars are interconnected and codependent. As a group, they are indispensable and neither one can fully define the brand on its own. Competence, differentiation, and relevance all have a defining and a prescriptive function. They provide the input for what your brand will eventually stand for and guide your brand over time in its quest for innovation and change. This chapter discusses the importance of these key brand dimensions and how to define them leveraging several brand cases.