This document provides tips for building a strong brand from a branding agency with over 20 years of experience. It emphasizes that uniqueness, thinking differently, creativity, offering great value, innovation, honesty, appointing brand ambassadors, consistency, conversation, and regular modification are key to developing a brand that resonates with customers and grows sales over time. The agency promises a practical and cost-effective approach to creating original, creative branding solutions.

2. Your uniqueness is your greatest strength, not how well you copy others.

3. We wanted to share with you our top tips for building your brand. After 20 years of building some of Ireland finest brands, we’ve learnt a thing or two!
We hope you find this little book inspiring and a useful guide to get you started.
Andrew Bradley

4. Do you know what your brand stands for?
Do your colleagues?
Do your customers?
Whatever the answer, it is unlikely that the views are aligned!
Start internally first to agree what your brand should stand for: your own manifesto if you like! Then see if customers agree...ask them!
KNOW WHAT YOUR BRAND STANDS FOR
1

5. THINK
DIFFERENTLY
2
Doing things differently can create rewarding and memorable experiences.
Take Intel, for example: most people haven’t got a clue what makes their laptop work, but they wouldn’t dream of buying one without an Intel processor inside.
Branding helps customers understand why your product is better than any other competing offer.

6. A little design
goes a long way!
Always strive to be as creative
as your budget allows. In a
market where quality, innovation
and service are plentiful, creativity
can often be the point of difference.
Clever ideas are
always appreciated.
be cREATIVE!
3

7. OFFER
GREAT VALUE
4
Giving great value for
money doesn’t just equate
to the cheapest price.
A brand can offer value above and beyond the price label, by granting the customer the satisfaction of owning a leading or niche brand.
Every organisation can focus improving the quality of it’s service
to offer a higher level of care and
a great sensory experience.

8. 5
Every organisation must innovate to survive.
An organisation can’t afford to stagnate, expecting their customers
to keep buying the same products.
Sometimes we simply can’t imagine what we want until we see it.
Have vision – deliver more
tomorrow than you did yesterday.
LOOK TO THE
FUTURE

9. 6
Be honest and always
ready to prove your brand delivers what it says it does.
Customer tolerance for
inauthentic experience
has faded!
If it’s not up to
scratch – change it.

10. 7
APPOINT AMBASSADORS
Each member of staff who talks
to customers is a
Brand Ambassador.
It’s important they understand the part they play in building its success.
If you look at John Lewis, its staff are typically knowledgeable and courteous, because they feel they are partners in the organisation.

11. 8
BE CONSISTENT
Always strive for consistency in image and reputation when managing your brand.
It will save you money and eliminate
any confusion about what your brand
stands for in the marketplace.

12. IT’S NOT
WHAT YOU SAY,
BUT WHAT YOU DO
THAT COUNTS
9
There’s a growing immunity to glitzy packaging and seductive advertising.
You need to do more to get your customers talking. Social media is made for conversation – find your customers social habitats
and make valuable contributions.

13. 10
Customers take some comfort in knowing what to expect from their brand.
But they want their brands to be kept relevant to the way they live their lives today. Keep up-to-date by regularly modifying your brand so you don’t have to reinvent every five years.
MODIFY... DON’T REINVENT THE WHEEL

14. Why Brand?
“In the factory we make cosmetics –
in the shop we sell hope”
– Charles H. Revson, Revlon Cosmetics

15. A Brand is not a product or a promise or a feeling - it’s the sum of all the experiences
you have with a business.
“A brand for a business is like a reputation for a person.
You earn reputation by trying to do hard things well”
Jeff Bezos, Amazon
A brand kindles customer expectations and builds trust and confidence when expectations are met consistently.

16. About Us

17. Creating and managing your brand to stand out in the marketplace is a simple promise we make to you.
We are a creative agency that brings together a diverse range of marketing and design talents to make our approach both analytical and creative. We pride ourselves on being practical, cost-effective and delivering original, creative ideas that sell.
We have over 20 years experience and know that brands
with a clear sense of purpose resonate with customers.
We create brands for business and retail success. We always start by understanding your business and how a strong brand can contribute to growing sales. We are at our best working for family businesses, small or large, where passion rules over process!
We understand that your investment in branding must yield a quick return. We have a proven track record in design leadership and inspiring creative people to do what they do best.
Through our ‘workman-like’ approach, we are committed to delivering your project on time,
on budget and on brand.

18. Get in
touch:

19. If you would like some assistance understanding what
your brand stands for, or how best it should be presented,
please feel free to get in touch.
For a free consultation, call
Andrew Bradley at 01 293 7787
or e-mail andrew@bradleybrand.ie
Visit www.bradleybrand.ie to find out more about us