As one of Pittsburgh’s longest standing B2B and higher education branding agencies, Elliance has been delivering prosperity to regional and national clients for the past 30 years. In launching over 100 brands, we’ve tested the strength of our brand propositions using the following criteria: 1. Brand Idea/Ideal There is a deep yearning in people to belong to a tribe of like-minded people. Along with the wish to “buy” a product/service, they have a subliminal desire to “buy into” the ideals that the brand embodies and personifies. Great brands intentionally attach an idea/ideal to their product or service e.g. independent thinking and open-mindedness for St. John’s College, and environmental and social responsibility for Patagonia. What’s yours? 2. Distinctive One key way to outsmart competitors without outspending is to elevate the brand by creating a memorable and distinctive brand. Indeed, in the sea of sameness, a distinctive brand always wins. 3. Authentic True and believable authenticity sells. To live authentically, brands unshackle themselves … Continue reading →