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TBA Branding Model

Modelo de Branding TBA (Think, Be & Act)

Emilio Llopis · Brand consultant and lecturer (GLR Partners, EDEM Escuela de Empresarios) · 2023

Introduction
Sustainability Built Into the Brand

Emilio Llopis Sancho, a consultant and lecturer in branding, presented the TBA model of sustainable branding in the May 2023 issue of Harvard Deusto Business Review (Llopis Sancho, 2023). TBA stands for Think, Be, Act, three phases that guide a company in developing a sustainable branding strategy: analysis, implementation and action (Llopis, 2024a). Its starting point is the mantra "without profitability there is no sustainability", reflected in the three sides of sustainability: environmental, social and economic (Llopis Sancho, 2023; translated). For Llopis, sustainability has turned from an option into a strategic necessity. Companies have to meet the regulations, but those that build sustainability into the DNA of their brand, into its identity and value proposition, can gain a competitive advantage (Llopis Sancho, 2023; Llopis, 2024a). His book Marcas buenas, buenas marcas sets out the model step by step, with examples from companies such as Ecoalf, Sacyr and Vicky Foods (Llopis, 2024b).

The Model

TBA Branding Model: three numbered circles Think (Business Strategy), Be (Brand Strategy) and Act (Brand Experience); Think branches into Outsight and Insight, Be leads to a ring with Value Proposition, Positioning, the Identity blocks and Brand Essence at the centre, Act branches into Internal & Employer Branding and Stakeholder Brand Experience
Redrawn after Llopis (2024b, figure "Modelo TBA de Branding Sostenible"), labels translated from the Spanish original.

Elements

Definitions follow Llopis (2024a) for the three phases and Galué (2025), a post on Llopis's website, for the six identity blocks, both translated from Spanish. Element names are the labels of the model figure (Llopis, 2024b).

Three Phases

  • 01

    Think

    The first phase centres on understanding the context in which the company operates and analysing its impact on its surroundings. It calls for a diagnosis both inside and outside the company that considers factors such as customer behaviour, the competition and regulatory demands. From this analysis, an ESG (environmental, social, governance) roadmap is defined that serves as the basis for all strategic sustainability decisions (Llopis, 2024a). In the figure, Think stands for business strategy (Estrategia de Negocio) and for "understand what we can be" (Entender lo que podemos ser). It branches into Outsight (customers, stakeholders, context, competition) and Insight (brand audit, strategy, ESG roadmap, product and service, CEO commitment) (Llopis, 2024b, figure; translated).

  • 02

    Be

    Once the analysis is done, this phase builds sustainability into the core of the brand: its identity, value proposition and positioning. The brand sets out its commitment to sustainability, both in its mission and in the benefits it offers its customers. The aim is a brand that is relevant, differentiated and consistent with the sustainability values it wants to promote; sustainability becomes an integral part of the value proposition (Llopis, 2024a). In the figure, Be stands for brand strategy (Estrategia de Marca) and for "define what we want to be" (Definir lo que queremos ser). A ring shows the value proposition (Propuesta de Valor) with functional and emotional benefits and a reason to believe in the upper half, positioning (Posicionamiento) in the lower half and the identity (Identidad) inside (Llopis, 2024b, figure; translated).

  • 03

    Act

    The last phase is devoted to carrying out and rolling out the sustainable brand. The company has to make sure that sustainability shows in all its interactions with customers and stakeholders, from communication to customer experience. A key point is to avoid greenwashing, that is, exaggerating or falsifying the company's sustainability commitments: the brand should only communicate what it can really deliver (Llopis, 2024a). In the figure, Act stands for brand experience (Experiencia de Marca) and for "decide how we will achieve it" (Decidir cómo lo vamos a lograr). It branches into Internal & Employer Branding and Stakeholder Brand Experience, the latter with brand experience, communication, sustainability reporting, collaboration and the marketing mix (Llopis, 2024b, figure; translated).

Six Identity Blocks

  • 04

    Customer & Stakeholder Insights

    Customer and stakeholder insights (Clientes y stakeholders insights) mean knowing the needs and aspirations of the company's stakeholders in depth (Galué, 2025).

  • 05

    Expression

    Expression (Expresión; Galué names the block Expresión, hechos y símbolos, "expression, facts and symbols") covers the visual and tangible elements that communicate the identity (Galué, 2025).

  • 06

    Personality

    Brand personality (Personalidad de marca) is the style and tone in which the brand relates to others (Galué, 2025).

  • 07

    Internal Culture and Values

    Internal culture and values (Cultura interna y valores) are the principles that guide actions within the organisation (Galué, 2025).

  • 08

    Mission, Vision, Purpose

    Mission, vision and purpose (Misión, visión y propósito) are the "why" of the brand, which inspires and guides (Galué, 2025).

  • 09

    Brand Essence

    Brand essence (Esencia de marca) is the central idea that sums up everything the brand stands for (Galué, 2025). In the figure, it sits at the centre of the identity (Llopis, 2024b, figure).

Source

  1. Galué, D. (2025, January 22). ¿Qué Diferencia Hay entre Marca, Imagen de Marca, Identidad de Marca y Branding? [What Is the Difference Between Brand, Brand Image, Brand Identity and Branding?]. Emilio Llopis. Retrieved October 12, 2026, from https://emiliollopis.es/diferencias-marca-imagen-de-marca-identidad-de-marca-y-branding/
  2. Llopis, E. (2024a, September 11). La Sostenibilidad en el ADN de la Marca: El Modelo TBA de Branding Sostenible [Sustainability in the DNA of the Brand: The TBA Model of Sustainable Branding]. Emilio Llopis. Retrieved October 12, 2026, from https://emiliollopis.es/sostenibilidad-en-el-adn-de-la-marca-branding-sostenible/
  3. Llopis, E. (2024b, November 19). Comunicación de Sostenibilidad. Cómo Hacerla, Claves y Ejemplos [Sustainability Communication: How to Do It, Keys and Examples]. Emilio Llopis. Retrieved October 12, 2026, from https://emiliollopis.es/comunicacion-de-sostenibilidad-claves-y-ejemplos/
  4. Llopis Sancho, E. (2023, May). La Sostenibilidad en el ADN de la Marca: El Modelo TBA de ‘Branding’ Sostenible [Sustainability in the DNA of the Brand: The TBA Model of Sustainable Branding]. Harvard Deusto Business Review, (333). This is the originator's first publication of the model; only its opening is freely accessible and is cited here. Retrieved October 12, 2026, from https://www.harvard-deusto.com/la-sostenibilidad-en-el-adn-de-la-marca-el-modelo-tba-de-branding-sostenible
  5. Llopis, E. (2024c). Marcas Buenas, Buenas Marcas: Cómo Incorporar la Sostenibilidad en la Marca y Diferenciarse en el Mercado [Good Brands, Good Brands: How to Build Sustainability Into the Brand and Stand Out in the Market]. LID Editorial. This book is the originator's full account of the model; it is not freely accessible, so this profile draws on the substitute sources listed above.