The Essentials Of Great Branding Building

There are tons of consultants (including myself) selling branding services around the world. Most tend to say (not including myself) that branding is complexed. A quick search on Google image search reveals tons of models. What if we look beyond those models and all those advices that often lead to heavy brand manuals that no one wants?

What is the core of great branding? Here’s my five cents:

1. Clarity

What are you about? Make sure that is clear to your audience either straight up or over time.

Carl Lagerfeldt and Lady Gaga knows great branding!

Clarity is about teaching your potential fans about what you are about and sticking to it. That doesn’t necessarily mean doing the same thing over and over. Stay exotic!

2. Consistency

Whatever you are, make sure you keep doing it over time.

Porsche knows great branding!

Great brands can be found quickly but can only be built over time. People argue Google is one of the most quickly built brands in the world. I beg to differ. It’s one of the most quickly globally acknowledged brands in the world but that doesn’t mean it’s a strong brand. Say Google out of some strange reason went bankrupt today. I don’t think there’s any value in the brand in 5 years time outside the business of search. Porsche on the other side – that’s been built over the last century – would stand the tests of time.

3. Excellence

And whatever you do. Deliver your brand values with excellence in EVERY part of the customer journey. (I’ve written a longer post on this before) If your brand values are quality – deliver the highest possible quality.

Apple knows great branding!

If your brand values are the opposite (say like Rent-A-Wreck) – deliver the opposite with the highest possible passion. It’s not about everyone being top notch quality in terms of design – it’s about being true to your brand and deliver that truth in the best possible way you can.

3 things. Get going!

Related Posts Plugin for WordPress, Blogger...

Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded and Co-Founded Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • deeped

    The fourth paragraph should be “tell your story” and the fifth: “live your brand”.

  • Johan Ronnestam

    Great contribution :)

  • Pingback: ¡Imprescindible para crear una marca! | Jose Miguel Serra | Digital Stuff

  • E-mail Marketing Set-up

    Wow, great post with great examples! I appreciate the simplicity of this approach. I like your examples of Karl Lagerfeldt and Lady Gaga. I think they also deliver consistency and excellence as well.

  • custom logo design

    Looked really top class post.
    I agree that always present the right quality of your brand that is important and try to create those qualities in your brand specially that your competitor dont have.

  • Kozan City

    The Essentials Of Great Branding Building…

  • Domain hosting services

    Awesome post and yo have taken great example in this post and described everything very clearly.

  • Johan

    Great foundation to branding but should not the fourth paragraph read: “Break all the rules”? ;)

  • Anonymous

    Great examples you have here. This is one of those articles that makes you really understand the theory.  In my case it helped me understand ‘The art of branding’ by Yuri Mintskovsky.

  • Minu Mathew

    There has not been a single brand model that has fascinated me ever! I am in the process of making one. One that demystifies this whole gamut of branding. Any tips?

  • Johan Ronnestam

    Hmm. There are models that I use myself. But not any that I’ve published. However, I do think it’s a mix of things like models – but more importantly a state of mind and having people inside your company and your brand team that understands branding at it’s core – not following a certain model.
    Posts like and and and and and finally shows you my point(s) of view.

  • Web design London

    Great post with great examples! I appreciate the simplicity of this approach. I like your examples of Karl Lagerfeldt and Lady Gaga.

  • Johan Ronnestam


  • Joomla Development

    Well great information on branding! I juste enjoyed reading this post!

  • website registration india

    Yes, Branding building is very matters in getting Business.
    It helps in lot many ways.

  • erotik shop

    Great information ;) Thanks.