Start-Up Businesses: Build a brand to ensure success

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The objective of a brand is to influence the environment to establish the credibility of a value promise. Therefore the power of a brand defines which level of value promises can be sustained in which context.

Brand PowerConsider that brands are the main catalysts for any action an individual or a company proposes.

Individuals have a brand, groups might have a brand and institutions are based on the power of their brands. We suggest considering this essential approach if you need that your proposals produce effective results.

Brand Power has different segments that allow influencing different activities. These levels of power are basically conditioned by the positioning of the entity and of the individuals who participate in the building of a brand.

These segments are:

  1. Conventional Brand
  2. Guiding Brand
  3. Dominant Brand
  4. Benchmark Brand

Conventional Brand

It is a brand that has the power to identify the entity that is using it.

It provides doubtless information of the category of the value promise implicit in the brand.

Conventional brands are functional for commodities and functional value propositions in demand driven markets.

The power of the brand is given by the attributes that enhance the reliability and accuracy of the fulfillment process.

The iconic symbols are based on a clear perception of the identity of the bearer of the brand.

Guiding Brand

Guiding brands have the power to influence the environment in order to guide it towards an adequate perception of the operational differentiation of the value promise.

The guidance of these brands has to occur using an operational ambiguity, providing alternative ways in order to guide the environment to the best pathway that needs to be the value promise of the bearer.

They work for functional and massive products that are not commodities.

The power of the brand is given by the attributes that enhance the operational innovation capacity and quality assurance.

The iconic symbols are based on the perception of quality.

Dominant Brand

Dominant brands have the power to establish the trends of a market.

They establish a leading position and are perceived as providing a superior value promise than other members of the environment.

They work for differentiated functional products and services and specialty markets. They are necessary for any product or service that requires a high level of commitment in the buying decision.

The power of the brand is given by the influential power in the market.

The perceived attributes are based on the leading attitude that is implicit in the iconic symbols it uses.

Benchmark Brand

Benchmark brands establish the standards of the restricted context of the environment where the entity is active.

They establish the rules that need to be followed by the environment including all the participants.

They are necessary for innovative solutions that change paradigms. These brands are necessary when the differentiation of the value promises require establishing their own credibility and standards.

They are also necessary in all products and services that are within the scope of knowledge businesses.

The power of the brand is based on the credibility of the research and the reliability of the standards.

The perceived attributes are based on the research that underlies them and the iconic symbols it uses need to integrate the expectancy of the future with the reliability of the past.


Brands require being continuously empowered. The use of brands as catalysts diminishes the energy they have. The more a brand is used to sustain a value promise the more investment in its empowerment is needed.

Brands are empowered by the true benefits the environment obtains through the value propositions. These value propositions need to be materialized in an adequate communication that makes the segment feel participating in an expansive role.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.


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