Published: 27 Mar 2023
“Having a strong brand will confer a significant competitive advantage in your market. Branding has become such a successful strategy that it is now applied by all the world’s leading businesses. However, you don’t have to be a global concern to benefit from a strong brand identity.”
That’s the message from Steve McKevitt, Visiting Professor of Brand Communication at Leeds Business School and author of Vision, Purpose and Brand, the latest in our series of Business Briefing Notes, which is now available to download here, free of charge for all our members.
Professor McKevitt has spent 30 years working as an advisor to some of the world’s biggest companies. A renowned author of several books, his work has featured in newspapers and magazines around the world, from The Guardian and The Observer to Business Insider, OUP.com, TheHuffingtonPost.com and RollingStone.com. He is a Fellow of the Chartered Institute of Marketing.
His easy to follow guide, written for TSA members, shows how you can develop your own brand identity, using the same principles as internationally renowned brands, such as Nike, but based on your own core values.
Drawing on real life examples, Professor McKevitt starts with the building blocks of how to establish your vision, mission and purpose before moving on to your customer value proposition. Simple, jargon-busting language makes the guidance easy to understand and apply to your own brand, even when it comes to explaining more complex theories, such as the ‘brand identity prism’.
The guide contains some excellent links to further resources if you want to explore any of these themes further.
This series of useful guides to running a business is available free of charge for all our members. They are aimed at any size of business, at whatever stage of development it’s at. Whether you are just setting up a new business for the first time and need to put systems and processes in place, or you have a more established firm and you’re now looking to healthcheck existing practices or introduce new ideas, the guides are ideal for all our ‘time poor’ members, who are looking for effective, yet easy to implement, solutions.
