This document discusses what makes a strong brand. It defines a brand as the sum of thoughts and feelings about a company, service or product. A strong brand adds value to a company, requires less persuasion of customers, builds trust and lasting relationships, cuts through marketplace clutter, and can command a premium. While a company can influence a brand, it does not have full control. The document outlines how branding is used to create emotional attachment and discusses the importance of a unique selling proposition and brand values that connect with customers. It notes that a brand's position and equity can be built over time but also damaged quickly through issues like poor quality or customer service.

1. What
Makes a
Strong
Brand

2. your brand = what people
think of you.

3. definition?
It is the intangible sum of thoughts and
feelings about a particular company, service
or product.
It’s an identifiable entity that makes specific
promises of value.

4. A company can steer how a brand is
perceived but never has full control.

5. benefits of a strong brand
• Adds value to a company
• Requires less persuasion
• Trust builds a lasting relationship
• Cuts through marketplace clutter
• Command a premium for it
• Differentiation is easy
• Bring on the merchandising contracts!
• Perception of quality

6. How is it used?
Branding today is used to create emotional
attachment to products and companies.
Branding efforts create a feeling of
involvement and an aura of intangible
qualities that surround the brand name,
mark, or symbol..

7. USP: UNIQUE SELLING
PROPOSITION
(or UVP: Unique Value Propostion)
This is your Main Competitive Advantage.
What’s yours? Come up with one, or a few.
Write them down. Chances are, your USP is
YOU. You are the magic ingredient.

8. Two core elements
emotional value and practical value.
Get these two right and your brand
will quickly grow.

9. BRAND VALUES
Connect with customers. Relate to them.
Change values to suit the changing times.
Believe in the values of the brand – how do
you do business? Are all your employees on
board? Are your values consistent through
your organization?

10. What are your brand’s values?
Come up with belief statements:
Things you strive for and believe in
with authenticity and that will build the
image you wish to create.

11. Who will these beliefs attract?
Match them with customer values you want
to address with your brand. What is
important to your customer? Are you on
track with their value system?
Just be careful about presumptions!
Consider hiring a marketing company to
find out.

12. brand equity = what your brand
is worth and how you can
leverage it

13. How do you build equity?
With trust, consistency, and by paying
attention. Never neglect!
Every exchange with your public is an
opportunity to re-inforce your brand.

14. But
A brand can be damaged much quicker than it
can grow - four things that will quickly damage
your brand include:
• public safety or health issues
• Poor customer service (at any level)
• Obvious company financial difficulty
• Poor quality
Get the balance right and your business will go
from strength to strength.

15. brand positioning = where your
brand sits in the mind of the
market.

16. Where is your brand positioned?
Are you the Starbucks of your industry? The
Tim Hortons? Or the funky shop on the
corner that offers 8 different lattes?
Don’t worry if this area is undefined for now.
Over time your clients will give you the
feedback to inform your place in the market.
You can tweak your formula as needed until
you are satisfied that your image is in line with
your intentions. Always listen! Take notice!
Don’t be afraid to ask outright.

17. Imagine the results.
Visualize “being there now”
Wouldn't it be nice to have people perceive you
the way you want to be perceived?
Think about the elements that create the image
you desire.
Engage them every day!!
authentic brand
and it will become second nature.

18. Strategy + design
info@trellisconcepts.com