Whether you're a startup or a Fortune 500 company, building a strong brand is vital. This presentation gives an overview of the three parts of a brand and how to strengthen each. This version was presented to Yale Entrepreneurial Institute's Innovator's Toolkit series on October 28, 2016.

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C A P A B I L I T I E S
Building Strong
Brands

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People buy brands
not products.

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What makes a brand strong?
What makes a brand strong?

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What makes a brand strong?
What makes a brand strong?

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Your Brand =
What You
Say
What You
Do
What Your
Consumers
Say

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Your Brand =
What You
Say
What You
Do
What Your
Consumers
Say

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Brand identity is important.

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Your unique selling proposition should
be simple, yet compelling.

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Is Apple…

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…an American multinational technology company headquartered in Cupertino,
California, that designs, develops, and sells consumer electronics, computer
software, and online services. Its hardware products include the iPhone
smartphone, the iPad tablet computer, the Mac personal computer, the iPod
portable media player, the Apple Watch smartwatch, and the Apple TV digital
media player. Apple's consumer software includes the macOS and iOS
operating systems, the iTunes media player, the Safari web browser, and the
iLife and iWork creativity and productivity suites. Its online services include the
iTunes Store, the iOS App Store and Mac App Store, Apple Music, and iCloud.
Is Apple…

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…a company that creates technology products that
improve, simplify and streamline your life.
Is Apple…

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Your brand is what you say…
…and how you say it.

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How Do You Identify Your Brand Personality?
• Write down three words to describe
your brand as a person.
• Write down three core values.

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Your Brand =
What You
Say
What You
Do
What Your
Consumers
Say

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Your Brand is What You Say It Is
• Visual Identity
• Unique Selling Proposition
• Personality/Voice

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Your Brand =
What You
Say
What You
Do
What Your
Consumers
Say

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We are what we consistently do.
Excellence, then,
is not an act,
but a habit.
- Aristotle

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Your brand must be consistent
in all channels.

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Your brand must provide value
beyond your product/service.

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Your brand must continually evolve without
losing your core focus.

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Your Brand =
What You
Say
What You
Do
What Your
Consumers
Say

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Your Brand is What You Do
• Be Consistent
• Provide Value
• Continually Evolve

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Your Brand =
What You
Say
What You
Do
What Your
Consumers
Say

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You don’t own your brand.

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You don’t own your brand.
You share it with your customers.

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1. Mentions
2. Mindset
3. Methods
4. Messages
Four Things To Learn From Listening

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Your Brand =
What You
Say
What You
Do
What Your
Consumers
Say

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Three Steps to Making Your Brand Stronger
1. Look at what people say about you.
2. Decide how you will offer value.
3. Tell your USP to someone under the age of 12 and
see if they ‘get it.’

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Thank You