How to Build a Brand

by Jörgen Eriksson on February 27, 2010

What is the secret to Virgin`s branding strategy? It is the value of PR. Below is a webcast about Virgin and how Richard Branson managed to create its unique Corporate Identity, simply by embracing public relations.

Richard Branson’s strategy involves

  • Making a difference
  • Be innovative
  • Empower your employees
  • Listen to your customer

The brand is then communicated through traditional use of PR, Corporate Social Responsibility (CSR), and of course the use of social media.

The webcast covers a broad range of interviews Richard Branson gave on branding. One of the key points which Branson makes is the importance of a brand name: “Your brand or your name is simply your reputation, you have to fight in life to protect that as it means everything. Nothing is more important.

Richard Branson on Creating a Corporate Identity


UPDATE 2012-11-28: Richard Branson was recently in Egypt, where he spent some time talking to eniGma Magazine about life as the head of Virgin. Throughout the talk he told a number of fascinating tales, including how he first came across the idea of starting his very own airline.

I’ve never thought of myself as a businessman, I’ve just come across situations in life where I’ve thought “dammit, we can do so much better than this!” There was one evening where I was flying from Puerto Rico to the Virgin Islands, where the love of my life was waiting for me,” explains the Virgin Group Founder.

The American airline decided to bump us all and cancel the flight as there weren’t enough people on the flight, but I was determined to get there that night. I went to the back of the airport, hired a plane and borrowed a blackboard. I wrote on the blackboard “Single to the Virgin Islands: $29 – Virgin,” I walked around the airport and filled the plane with everyone waiting and managed to fill up my first plane.”

Richard Branson on Building a Brand

About Jörgen Eriksson :

Jörgen Eriksson is the founder of Bearing and is the Chairman of the firm since it was created. He has successfully expanded Bearing into covering projects on four continents. He is also Adjunct Professor of Innovation Management at the International University of Monaco and at Universitat Politècnica de Catalunya in Barcelona and he is an active member of the Founders Alliance organisation.

Working with consulting engagements across Bearings practices, he has over the past fifteen years participated in and supervised a large number of client projects, from innovation system development and place development and branding, to merger and acquisition assignments and leading edge research and business development activities for key clients.

His new book, Branding for Hooligans, will be published in 2015. It is about how innovation and branding are key survival factors in our modern times of hyper competitive markets.

Prior to Bearing, he was Director of Europe, Middle East, and Africa for Trema Treasury Management, a technology and consulting services provider, supplying financial software solutions for the global financial industry, Clients included The European Central Bank, Citibank, SEB, South African reserve Bank, Deutsche Bank, Abu Dhabi Investment Authority (ADIA), as well as many other large financial institutions and Fortune 500 companies.

Early in his career Eriksson was educated at the Stockholm School of Economics, where he studied economics, financial economics and philosophy. He then worked in Scandinavian investment banks and also for the Swedish Institute of National Defense Research.

You can contact Jörgen on e-mail, connect on LinkedIn onörgen-eriksson/0/38/8a0/ and follow him on twitter on joreri508.

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