STRONG BRAND - Your Branding Strategy Revealed

By Kamila M Zolotar, Chris Allbones and Agnieszka Oleksyn-Wajda

Do you want your brand to be 'The Real Thing' like Coca Cola® on Christmas Day?

Do you want your customers to feel the L'Oreal® 'because you're worth it' moment because of your brand?

How would you feel if your customers felt you had given their business 'wings', the Red Bull® effect?

Branding has become a crucial m

• Language: English
• Publisher: Ladey Adey Publications
• Release date: Aug 31, 2023
• ISBN: 9781913579593

Book preview

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STRONG BRAND

Your Branding Strategy Revealed

ENDORSEMENTS

STRONG BRAND by Kamila M Zołotar provides a concise and practical overview of the key principles and strategies for building and enhancing brand recognition. The author’s straightforward writing style and real-world examples make this book an essential read for anyone interested in improving their brand’s visibility and impact.

Kamila Ureche - Director, KBG Solutions Ltd

A book that can truly assist in brand transformation. The STRONG BRAND book is a comprehensive guide that offers practical tips and expert insights to help businesses establish a clear, consistent and memorable brand identity. With her deep knowledge of branding and her ability to communicate complex ideas in an engaging way, Kamila has created a valuable resource for entrepreneurs and marketers.

Ewa Prokop - Owner of Taxlinc Ltd

In a world where branding is essential for success, Kamila M Zołotar’s ‘Strong Brand’ is a breath of fresh air. Unlike other branding books that focus solely on business-to-consumer (B2C) branding, Kamila recognises the importance of business-to-business (B2B) branding and fills the gap in existing knowledge.

Through a well-researched and up-to-date brand management model, ‘Strong Brand’ provides invaluable insights into building a strong brand by creating lasting relationships with customers and the environment. Kamila’s expertise shines through as she shares practical strategies and case studies from both the B2B and B2C segments, making it applicable to a wide range of readers, from small business owners to independent consultants and students.

What sets ‘Strong Brand’ apart is its customer-centred approach. Kamila emphasises that a strong brand is not owned by the organisation but exists in the customer’s mind. By focusing on understanding and nurturing the customer-brand relationship, readers learn how to make their brand resonate deeply with their target audience, just like iconic brands such as Coca-Cola® or TESCO®.

Furthermore, the book addresses the limitations of traditional brand management models, providing a fresh perspective on building strong brands. Kamila’s Customer Brand Environment (CBE) Model puts the customer-brand relationship at the centre of business activities, helping readers create solid foundations and implement effective strategies for long-term success.

Whether you’re a seasoned business owner or a student exploring the world of branding, ‘Strong Brand’ is a must-read. Kamila’s passion for branding is evident on every page, and her insights will empower you to stand out in a crowded marketplace and build a brand that resonates with your customers. Get ready to revolutionize your branding strategy with ‘Strong Brand’!

Diana Catton, CEO Octagon Technology Ltd

COPYRIGHT

Copyright ©Kamila M Zołotar June 2023.

Published: June 2023 Ladey Adey Publications, Ancaster, Lincolnshire UK.

Kamila M Zołotar has asserted her right to be identified as the author of this Work in accordance with the Copyright, Designs and Patents Act 1988.

ISBN: 978-1-913579-58-6 (Paperback).

ISBN: 978-1-913579-59-3 (E-Publication).

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means - for example, electronic, photocopy, recording - without the prior written permission of the publisher. The only exception is brief quotations in printed reviews.

British Library Cataloguing-in-Publication Data.

A catalogue record for this book is available from

The British Library.

Cover Design by Abbirose Adey, of Ladey Adey Publications.

Neither the author nor the publisher can be held responsible for any loss, claim or damage arising out of the use, or misuse of the suggestions made, the failure to take business, financial or legal advice or for any material on third party websites.

The author and publisher has made every effort to ensure the external websites included in this book are correct and up to date at the time of going to press. The author and publisher are not responsible for the content, quality or continuing accessibility of the sites.

If you have enjoyed this book please give a review on Amazon® for Kamila.

DEDICATION

To my dearest husband

Andrzej thank you for always being there for me, for supporting me through thick and thin, and for helping me recognise my strengths. Your unwavering love and encouragement have been a constant source of motivation, and I couldn’t have accomplished this without you.

To my precious sons

Daniel and Damian you are my purpose and my reason for trying harder every day. Your love, laughter, and boundless energy fill my life with joy and remind me of the beauty and wonder in the world. I dedicate this book to you, with the hope that it will inspire you to pursue your own passions and dreams.

FOREWORD

Having known Kamila for several years and knowing her passion for marketing and branding it was a pleasure to be asked to write the foreword to her book.

As a seasoned marketer and agency owner I have worked with number SMEs of all shapes and sizes, who all have their own unique set of challenges, but they are all linked by the need to have a strong identifiable brand if they want to see their companies thrive.

In this book Kamila has managed to weave together the crucial parts in building a strong brand in a clear and easy to understand model that every business could follow.

Through power examples that apply and explain the theory, this book is accessible for business owners and marketers of all levels from a new start-up owner to a seasoned marketer struggling to find a way forward into strengthening an existing brand.

This book is a must-read that embraces the complexity of brand building and assembles it into manageable, implementable strategies, whilst not being afraid to argue against the status quo or focus on just one core area.

Kamila’s passion for branding and experience shines through on every page and I am delighted to help welcome you on the journey into building a strong and sustainable brand.

Chris Allbones,

CEO & Founder of drumBEAT Marketing UK

PREFACE

Strong Brand: Your Branding Strategy Revealed by Kamila M. Zołotar offers a comprehensive roadmap for constructing a powerful brand, complete with examples, thought-provoking questions, and valuable insights from inspiring individuals. The book can be consumed in one sitting or enjoyed in smaller segments. Kamila Zołotar’s engaging writing style effectively simplifies complex ideas into easily digestible language.

Each chapter concludes with key takeaways that concisely summarize the main points discussed, making it convenient for readers who want to refer back to specific sections of the book.

An important aspect of the book is the author’s focus on responsible business practices. In our current era, where social and environmental responsibility hold significant importance, Kamila Zołotar advocates for establishing a robust brand rooted in sustainable development principles.

Strong Brand: Your Branding Strategy Revealed is an insightful and stimulating read that will prove advantageous to anyone aiming to develop a thriving business. The author’s personal experiences and observations make the book relatable, and her ability to distil complex concepts into actionable advice adds practical value to the book.

Agnieszka Oleksyn-Wajda - attorney-at-law,

UN Global Compact Network Poland Expert,

EU Climate Pact Ambassador in Poland

INTRODUCTION

Building a strong brand means being active and proactive when creating and maintaining lasting relationships between the Brand, Customer and Environment.

Kamila M Zołotar

Branding has become a key marketing priority for most organisations regardless of their size or industry. Infinite change, innovation and technology development bring a continual flow of marketing opportunities. Business owners continuously search for the ways on making their brand stand out in the crowd, but often with the flow of many ideas comes confusion. Most branding books today are business-to-consumer (B2C) oriented and business-to-business (B2B) branding is under-researched and I even believe it’s undervalued. Similarly, there are gaps in the existing knowledge and serious limitations in the brand management models, which make them rather redundant.

The Strong Brand book is different. It brings together old and new knowledge by addressing a part of the gap in the existing research by means of illustrating an up-to-date brand management model whilst examining the process of building a strong brand by creating lasting relationships between the brand, its customers and the environment.

The following chapters cover how to create a strong brand in the B2B segment, but most ideas and frameworks can also be effectively used in the B2C segment. Each chapter builds up on the model described in the Chapter One, providing examples and case studies from both segments. The goal is for the reader to understand the complex process with ease and become confident in creating their own strong brand.

Strong Brand is a guide created for a small business owner, one-man-band, independent consultant or a student who is exploring the business world.

Kamila M Zołotar

June 2023

Chapter One:

Strong Brand

Strong Brand is created and exists in the customers’ mind and is constantly influenced by the changing environment.

Kamila M Zołotar

Every day you work on your business with enthusiasm and the desire to succeed! These human emotions are scratching your great mind. So, am I wrong to think you literally start and end each working day with your customers in mind, both existing and new ones? Am I far from the truth if I say, your mind is occupied by the following questions:

How can my business satisfy them?

How can we keep them happy? and,

How to encourage them to return?

Would you disagree if I say you also attempt to identify and target those potential new customers by asking with passion and interest the following questions:

Who are they?