Essential Branding

Austin took some time to define the essential brand for Tio as a drinkable soup that replaces a meal. According to Heaton, “Branding is the expression of the essential truth or value of an organization, product, or service.”

Review the definitions below:

CHANNELS: Describes how a company communicates with and reaches its Customer Segments to deliver a Value Proposition.

CUSTOMER RELATIONSHIPS: Describes the types of relationships a company establishes with specific Customer Segments.

Think about branding in relation to your “big idea” and answer the prompts below:

• How will you reach the necessary Channels to communicate with your prospective Customer Segments?
• What type of relationship does each of your Customer Segments expect you to establish and maintain with them?
• What questions or uncertainties do you have about the brand you would like to create?