TrustBranding is the GolinHarris proprietary methodology for building, protecting and sustaining trusted products and corporate brands.
TrustBranding helps brands demonstrate, communicate and live up to their commitment to be better than the competition at everything they do. This process builds brands that meet what we call the "5 C's for Successful Branding":
- Compelling Proposition: The brand's reason for being
- Clear and Distinctive Position: An ownable, differentiated benefit
- Consistent delivery of the Brand Promise: Living up to the brand's potential
- Connection with Stakeholders: Building relationships, not just fulfilling a need
- Commitment to Leadership and Innovation: Caring about what the audience cares about
GolinHarris helps build great brands and leverage their value through the five phases of the TrustBranding process:
- Brand assessment
- Perception/reality gap analysis
- Brand positioning
- Communication objectives development
- Measurement and evaluation
TrustBranding maximizes the brand's value and potential using three components that work together to build trust, leadership and preference:
- Brand Marketing: Strategy one in building a brand for the impact it creates and the credibility it establishes for the brand message. Marketing public relations builds excitement, educates and engages audiences, and influences the influencers.
- Brand Protection: It can take years to build a brand, and a single event to destroy it. Brand Protection initiatives, like issues preparedness, crisis management, employee communications and public affairs guard and strengthen brand equity during tough times.
- Brand Investment: Cause marketing, strategic philanthropy, industry initiatives, strategic alliances, sponsorships and consumer events say to stakeholder audiences that your brand stands for something, and supports what the consumer cares about.
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