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

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

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

THIN

K

DIF

FEREN

TLY

2Doing 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.

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

OFFER GREAT VALUE4Giving 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.

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

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.

7APPOINT 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.

APPOINT AMBASSADORS

8BE 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.

IT’S NOT WHAT YOU SAY, BUT WHAT YOU DOTHAT 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.

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.MO

DIF

Y...

DON’T REINVENT TH

E WH

EEL

Why Brand?“In the factory we make cosmetics –

in the shop we sell hope”

– Charles H. Revson, Revlon Cosmetics

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.

About Us

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.

Get in touch:

Get in touch:

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