{"id":47198,"date":"2021-08-25T19:40:00","date_gmt":"2021-08-25T23:40:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=47198"},"modified":"2021-08-30T14:54:58","modified_gmt":"2021-08-30T18:54:58","slug":"building-a-strong-brand","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/","title":{"rendered":"The 3 Simple Steps to Building a Strong Brand"},"content":{"rendered":"\n

What does building a strong brand entail? Why do you need a strong brand to succeed in your target market?<\/p>\n\n\n\n

Building a strong brand involves grouping together products that share the same inherent capabilities under one brand, and developing competitive advantages that help that brand stand out in the marketplace. You need a strong brand if you want to distinguish yourself from your competitors.<\/p>\n\n\n\n

Read on to fully discover the process of building a strong brand.<\/p>\n\n\n\n\n\n\n\n

Building a Strong Brand<\/strong><\/h2>\n\n\n\n

The previous subsection covered company-wide <\/em>capabilities. At small companies with just one brand or product, this might be the only set of capabilities you need to worry about. But at larger companies with multiple brands, each brand has a unique set of capabilities that ensures success in its arena. As we\u2019ve seen, many P&G brands have their own capabilities that they use to deal with problems specific to their arena.<\/p>\n\n\n\n

Below is what you need to know about building a strong brand:<\/p>\n\n\n\n

Begin at a level that can\u2019t be divided. <\/strong>Building a strong brand <\/strong>starts with building the capabilities of one brand that doesn\u2019t need to divide any further capability-wise\u2014trying to build different capabilities for each product within<\/em> the brand would be a waste of time, since each product requires almost identical capabilities. The Pantene brand, for example, has many hair-care products. But each product within Pantene has the same inherent capabilities because each product has the same management, the same production, the same distribution, and so on. These initial capabilities will provide a base to build on as you reach divisible levels that require more diverse capabilities\u2014for instance, a company segment containing different brands that require different capabilities. <\/p>\n\n\n\n

Build competitive advantage<\/a> at the aggregate level. <\/strong>After you build capabilities at the indivisible brand level, the next step in building a strong brand involves identifying brands that are similar and therefore able to share resources. This increases the efficiency and competitive advantage of both brands by combining their capabilities. For instance, you can divide the level \u201chair care at P&G\u201d into different brands\u2014such as Pantene and Head and Shoulders\u2014with different capabilities. While Pantene and Head and Shoulders compete in different arenas and have built different capabilities to do so, P&G can increase its efficiency by creating shared systems between both brands. Both can have a research lab or even managers who understand both businesses and can share knowledge. <\/p>\n\n\n\n

Figure out how the system is working, and expand or contract accordingly. <\/strong>Once you\u2019ve created the systems for building a strong brand, you may realize that your company needs to expand, create more capabilities, or contract, because some firms would work better independently. <\/p>\n\n\n\n

Note: While the capabilities of each brand should be specific to its arena, all of the brands within your organization should have at least some capabilities that align with those of the larger organization. If they don\u2019t, the brands will have trouble integrating into a company-wide strategy and won\u2019t be able to support one another.<\/p>\n","protected":false},"excerpt":{"rendered":"

What does building a strong brand entail? Why do you need a strong brand to succeed in your target market? Building a strong brand involves grouping together products that share the same inherent capabilities under one brand, and developing competitive advantages that help that brand stand out in the marketplace. You need a strong brand if you want to distinguish yourself from your competitors. Read on to fully discover the process of building a strong brand.<\/p>\n","protected":false},"author":10,"featured_media":47200,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,79,104],"tags":[472],"class_list":["post-47198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-entrepreneurship","category-marketing","tag-playing-to-win","","tg-column-two"],"yoast_head":"\nThe 3 Simple Steps to Building a Strong Brand - Shortform Books<\/title>\n<meta name=\"description\" content=\"How can companies develop a winning brand strategy? 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Discover a 3-step process for building a strong brand and winning in your target market.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-25T23:40:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-08-30T18:54:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/branding-2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2200\" \/>\n\t<meta property=\"og:image:height\" content=\"1542\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Joseph Adebisi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Joseph Adebisi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/\"},\"author\":{\"name\":\"Joseph Adebisi\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/d8daf45671a09e8745a7a9f50a03b2a0\"},\"headline\":\"The 3 Simple Steps to Building a Strong Brand\",\"datePublished\":\"2021-08-25T23:40:00+00:00\",\"dateModified\":\"2021-08-30T18:54:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/\"},\"wordCount\":523,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/branding-2.jpg\",\"keywords\":[\"Playing to Win\"],\"articleSection\":[\"Business\",\"Entrepreneurship\",\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/\",\"name\":\"The 3 Simple Steps to Building a Strong Brand - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/building-a-strong-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/08\/branding-2.jpg\",\"datePublished\":\"2021-08-25T23:40:00+00:00\",\"dateModified\":\"2021-08-30T18:54:58+00:00\",\"description\":\"How can companies develop a winning brand strategy? 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