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By Leo Gamayunov
Co-Founder / President at TTBA Group
on June 21, 2016
"Brand". A word that you hear very often. Back in school, you were probably incessantly lectured about the importance of branding in your intro to marketing courses. Like most of us, you have heard too many definitions, sometimes vague, arbitrary and even contradicting. Sound familiar?

We want to put an end to it here and explain what a brand really is.
First let's figure out how to differentiate the concept of a "Brand" from a "Trademark". The answer is simple: a Trademark will give you sales quantity while a Brand will raise your company's average sale. Having a Brand let's you charge a premium.

Everything else is marketing fluff.

Now that we understand the meaning of a "Brand", the next step is to understand the different attributes required to build a brand that sells.
1. Resonance

We say that a brand has resonance when a client, while getting acquainted with your marketing communication channels (website, business card, social media) can clearly understand your product or service. Your marketing communication channels needs to answer these simple questions: What is your product ? How to use it? What is your target audience and why is this product or service relevant for your customer. Your company's mission statement is the main pillar of your Brand Resonance.
2. Differentiation

We say the brand has differentiation when all of your marketing communication channels and advertising channels are clearly stating how your product or service is different from your competitors. Differentiation is very closely related to the concept of the Unique Selling Point (USP). Differentiation helps to answer the question "Why does the client have to choose you over the competition?"
3. Trust

We say that a product or service generates trust when the client clearly identifies how the company can prove its expertise and competence through its branding. Technically, Trust answers the question: "How can you prove what you claim?"
If you happen to be stuck when selling a product or service to a client, you can clearly deduct which attribute of your brand needs improvement.
If your client answered something like "I don't really need this" - this means you didn't create the Resonance. Now think about how you can show your client the value of your product or a service.

Show your case studies. Focus on solving the problem for the client.

If your client's objection was in regards to the price, it means that your brand has a problem with Differentiation. It is not clear how you would differ from you competitors. Your clients can easily go to the guy-next-door, looking for better price because "if there's no difference, why should I pay more"?

If the client's reply was about risk and budget constraints, then your Brand lacks Trust. You should show real examples of why what you're offering is good and efficient.
For example the Brand of our agency has the following attributes:
1. Resonance.

We help companies in B2C and B2B segments to develop and execute their digital marketing strategy. We focus on providing the most efficient return on every marketing and sales dollar spent. We believe in making our work transparent for the company's owners or management.
2. Differentiation.

We base all of our recommendations on the experience we've accumulated over the years and on the analytical data that we collect while researching every project. We make sure our clients are always included in the dialogue and understand every step of the process. Our goal is to see them eventually implement these tactics by themselves.
3. Trust.

Our list of satisfied clients and successful case studies speak for themselves. But we're more than happy to present some of our latest and proudest achievements every chance we get!
When you find the answers to these three questions, find a tagline that unifies them all. In our case we say that "we connect brands with people".

Send us your your slogan here and we will analyze your market positioning and provide you with recommendations free of charge.

Start thinking about these 3 rules and make your Brand work for you. Raise your average sale and attract more potential clients.