Xa siqulunqa iingxowa zephepha le-kraft, kufuneka sicinge ngokusebenza, ubuhle kunye nokukhuselwa kwendalo. Ngokumalunga nokusebenza, kuyimfuneko ukuqinisekisa ukuba ubungakanani kunye nomthamo wokuthwala umthwalo weengxowa zephepha le-kraft zihlangabezana neemfuno zabathengi; Ngokubhekiselele kwi-aesthetics, izinto ezilula okanye zoyilo zoyilo zingasetyenziselwa ukubonisa iimpawu ze-brand; Ngokubhekiselele kukhuseleko lokusingqongileyo, izixhobo zoshicilelo ezisingqongileyo kunye neenkqubo kufuneka zikhethwe ukubonisa ingcamango eluhlaza yenkampani. Ngoyilo olunenkathalo, iinkampani ezipakishayo zinokwenza iibhegi zephepha ezisebenzayo nezihle zekraft ukuze zizuze inkoliseko yabathengi.