This document discusses the importance and power of building a strong brand. It notes that a brand creates an emotional attachment and discusses different branding models like the branded house, power house, and house of brands models. It outlines the benefits of developing a healthy brand, including getting noticed, providing meaning, focus, and a competitive advantage. Finally, it emphasizes that building a brand is about discipline, not just large budgets, and defines touchpoints as ways customers interact with a business.

1. THE POWER OF A BRAND One of the few competitive advantages left.

3. “ People can copy what we do, but not who we are.” Martin Daley, Head Of People, Virgin Blue

5. It’s stage 1 of message development

6. You register a business. You build a BRAND.

8. A brand is an emotional attachment

10. Branding Models

11. The Branded House Branding Model #1

12. The Power House Branding Model #2

13. The House Of Brands Branding Model #3

14. The downside of building a brand

16. The upside of building a brand

17. It’s what the top end of town does

18. Healthy brands get noticed

19. A healthy brand gets everyone singing from the same song book

20. A healthy brand provides meaning

21. Your Brand

23. A healthy brand is confident

24. A healthy brand saves you money

25. A healthy brand can make you money

26. A healthy brand is stretchy

27. A healthy brand connects

28. A healthy brand provides a competitive advantage

29. Healthy brands guarantee focus

30. Healthy brands have the ‘attractor factor’

31. It’s all about creating an emotional attachment

32. Building a brand is not about bloody big budgets

33. It’s about discipline

34. TOUCH POINTS Any point, both tangible or intangible, where someone comes in to contact with your business.

35. Touch Points Stationary Newsletter Office Layout Advertising Presentations Employment Criteria E-Mail Signatures Logo Design & Usage Brochures Direct Marketing Invitations Merchandise Website Phone Answering Internal Meetings Client Entertainment Your Business Promotional DVD Press Releases Reports Programs Signage Cards

36. THE POWER OF A BRAND One of the few competitive advantages left.

37. Questions?