This tool provides leaders a way to think about How to Build a Brand Triangle for their organization. Top quality branding campaigns are based on developing what is known in the industry as a "Brand Triangle." The base of this triangle is the Brand Promise, and the two legs of the Triangle relate to Brand Attributes and Brand Personality. (1 page)

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How to Build a Brand Triangle

The base of the Triangle, the Brand Promise, is a focused answer to the customer-oriented question, “If I engage in a relationship with you, what can I expect?” The answer is the essence of your brand, and of your relationship to the customer. For example, one information technology company decided that the benefit it delivers is “the results our clients are looking for.” Therefore, the brand promise they promoted is “ABC delivers better results.” That statement represents the value they create for others.

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