BRAND BUILDING -
HOW YOU SHOULD
DO IT AND WHY.
BY LAURENT MÜLLENDER, 2015
“YOUR BRAND IS WHAT
OTHER PEOPLE SAY ABOUT
YOU WHEN YOU’RE NOT IN
(Jeff Bezos, Founder of Amazon.com)
Brand building is the process of creating value to consumers, a personality your customers can
identify with. Your brand is your promise to your customers.
Building a brand is all about sharing values and creating trust.
A STRONG BRAND LEADS TO…
A strong place in your (potential) customers mindset
A strong positioning towards competition
Higher conversion rates
More pricing flexibility
Lower customer acquisition costs
Lower traffic acquisition costs
Customer loyalty and retention
Employee loyalty - employees become brand ambassadors
BRAND BUILDING PROCESS
All starts from the inside of your company. Have a VISION and be bold: define your corporate
identity. What should your brand be? What is your identity? Your vision? Your values?
You need to be different from your competitors. Create and focus on unique competitive
advantages, differential advantages. Define your Unique Selling Propositions and focus on the
This has then to be converted into a brand by transmitting that identity behind your company or
product. Expose, communicate those identities, values and USPs in a consistent, coherent way
embracing all brand contact channels.
Brand building is an iterative process and it might take time and financial as well as human
7 RULES OF BRAND BUILDING
BE UNIQUE: have an unrivaled value proposition.
BE DIFFERENT: have a clear competitive advantage and differentiate yourself from the
BE AUTHENTIC: actions are more worth than words.
BE USER CENTERED: focus around your users and prospects. What do they already think of
your company or product? What qualities do you want them to associate with your company?
BE INNOVATIVE & CREATIVE: 68% of consumers are willing to pay on average 21% more for a
brand they consider innovative. (Source)
BE HONEST: be upfront and honest about what your company is and what it’s not. Convey
honest business messages that are true to your values.
BE CONSISTENT: continiously communicate through all brand contact channels. Continuity in
communication and diversity in channels.