November 16th, 2011 · 2 Comments · 868 views
Branding itself has no value for neither customer or product. A logo, a slogan, a promise do not have any value for nobody without the customer satisfaction, without a promise kept, without a great product using experience.
Branding is destined to help remember, to get the customer closer to your already excellent product, not to replace or complete the experience. Your business need a good branding strategy, but if someone imagine that a good branding strategy will replace some missing promises of your product, or an incomplete experience then is in a deep mistake. [Read more →]
Categories: Brand Management
November 15th, 2011 · 1 Comment · 530 views
As marketing channels become increasingly fragmented, what of the tried and tested corporate event and its place within a promotional strategy?
As many executives now use webinars and conference calls for that direct, personal contact with potential and existing customers, it would be easy to jump to the wrong conclusion and think that corporate events have had their day. However, having important delegates under one roof, whether for a trade show or charity event, is still a valuable approach to customer relationship marketing. It’s not a case of the new, virtual versions taking the place of the real thing, rather how they can complement each other. [Read more →]
November 1st, 2011 · 3 Comments · 1,276 views
Setting-up a start-up, especially online, needs attention to a lot of details, branding included. The enthusiasm of a new beginning is indispensable for a new endeavour but can put some important things in the blind spot. There are DO’s and DON’Ts, things to look up for or things to avoid. While there are no definite rules or sometimes is worth breaking some of them, here are some notes you should take in consideration before you “go out” to the real world.
7 To Do’s for Startup Branding
Define yourself and your product
Before you go out to your customers be specific and honest regarding your purpose. What are you going to provide? Clearly define your product/service in detail. Think what are the benefits for the potential customer, what’s the need that you cover. [Read more →]
Categories: Small Business
October 4th, 2011 · 1 Comment · 1,090 views
A brand is not:
- a trade mark – these are leagal properties
- a mission statement – this is a reminder
- a logo or a slogan – these are your signatures
- a product or a service – these are just the tangibles
- advertising – they deliver your messages
A brand is:
- Point of view – branding is a strategic point of view, not a select set of marketing activities
- Customer value – branding is central to creating customer value, not just sound bites and images
- Competitive advantage – branding is key tool for creating and sustaining competitive advantage
- Engineered – brand strategies must be “engineering” into the strategic planning process
- Alive – brands get their identity from meanings. Products and services are the blood of a brand. Your organizational culture and standards for action are the heartbeat.
- Logic and emotion – branding is part science and part art
October 3rd, 2011 · No Comments · 887 views
… branding is more than that. Actually if you are able send your brand message to your customers without the presence of your logo, you’re on the right way. I don’t say here that a logo is not needed, but if your (potential) customers are able to sense your brand from every message you send towards them, then, as said, you’re on the right way.
Here is an example of that from Martin Lindstrom:
…branding is much more than developing a familiar consumer image.
I realized a couple of years ago, when one of my colleagues was asked by a major U.S. airline to write a standard announcement to be used by the airline’s captains, that many operational elements, as well as deliberate promotional strategies, are all integral to branding and the establishment of image and identity.
The speech was carefully composed incorporating the advice of a psychologist and a marketing expert, and the writing of one of the country’s best copywriters. The aim was to achieve an announcement that would carry the airline’s image message to the passenger, just as the company’s logo did. This event made me realize the full potential of branding: the 360 degrees that I briefly discussed last week. And 360-degree branding is everything.
Full article here.
Categories: Branding · Logo
September 28th, 2011 · 1 Comment · 2,160 views
Aston Martin made it to the coolest brand in UK according to the study released today by superbrands.co.uk.
The UK’s CoolBrands are chosen by the Expert Council and members of the British public. Brands do not apply or pay to be considered. The entire selection process is independently administered by The Centre for Brand Analysis.
A comprehensive database of the UK’s coolest brands is compiled using a wide range of sources, from sector reports to blogs. From the thousands of brands initially identified, approximately 1,500 brands are short-listed. An independent and voluntary Expert Council scores this list, with members individually awarding each brand a rating.
The lowest-scoring brands (approximately 40%) are eliminated. A nationally-representative group of more than 2,100 UK consumers on the YouGov panel are asked to vote on the surviving brands. The opinions of the Expert Council (70 per cent) and the British public (30 per cent) are combined and the 500 highest-ranking brands are awarded ‘CoolBrand’ status.
Cool is subjective and personal. Accordingly, voters are not given a definition but are asked to bear in mind the following factors, which research has shown are inherent in a CoolBrand: style, innovation, originality, authenticity, desirability, uniqueness. [Read more →]
Categories: Top Brands
March 16th, 2011 · No Comments · 326 views
There is an ever-growing trend towards “nostalgia,” hence the throwbacks from Pepsi, Mountain Dew, Doritos, Nike, candy companies, and prominently through the NFL this past season. As technology is moving us forward at warp-speed, the economy is in disarray, and the world seems to be filled with disaster, consumers want to feel safe and familiar again.
It’s time to turn-back to tune-in. People are looking for more ways to enjoy life again, simply. Families are finding the importance of sitting down to dinner (this time without cell-phones and remote controls), people are searching for vacation getaways where there is limited phone reception and internet, people want to learn about the past – hence sites like ancestry.com and the show ‘Who Do You Think You Are’ (in its second season).
Classic brands are taking note and tapping into this emotional yearning from consumers. Of course, this only works with brands that ‘we’ grew up with. With the use of throwback packaging, these brands are triggering consumers to think about the past and reminisce about the ‘good ‘ol days,’ even if it was just 10, 15 or 20 years ago.
[Read more →]
February 22nd, 2011 · No Comments · 2,316 views
In order to avoid possible mistakes in managing your brand there is a need to clarify and identify some of the main brand and branding terms.
When analyzing your current brand situation there are three elements that should be taken in consideration:
- A. Where is your brand at the moment? – how’s your brand perceived by your audience. Where you stand in the eyes and minds of your stakeholders. This is your Brand Image.
- B. Where do you want it to be? how do you want it to be perceived. There might be some surprises in making the differences between how you wish your brand to be perceived and how it is actually happening. And this is Brand Identity.
- C. What are you communicating? What are you actually doing to move from point A to point B. What part of your brand identity you actually communicate to your audience. What is the value you communicate, how do you do it. How do you translate your identity into valuable propositions for your audience. And this is Brand Position.
We should keep in mind that the target audience for your brand should be either your current customers or potential new ones, your employees, your partners etc. You should carefully consider appropriate ways to communicate with each of them in order to have a message that converge to your brand identity.
Since you have to start with the final purpose in mind you should, first of all, correctly have a clear vision of what do you want your brand to be. How do you want it to be perceived? Defining a brand identity should be step one. In his “Building Strong Brands” book, David A. Aaker identifies four traps you can get into when you approach the development of the brand identity: [Read more →]
Categories: Positioning · Strategy
February 14th, 2011 · No Comments · 399 views
Many people nowadays are turning to the Internet to receive their education from online schools and universities. Marketing professionals have much to gain from taking online; not only is it cheaper to pay the tuition for an online class, but going to school online allows you to have a flexible schedule so that you can work in your spare time. While taking online classes is easy, the process of finding the best online school is not and not every school that offers a marketing or social networking program is worth your time. To separate the best from the rest, here are a few points to consider. [Read more →]
Categories: Branding · Resources
June 7th, 2010 · 4 Comments · 906 views
Whether you are a start-up or an already established business, you need to take necessary precautions to protect your brand identity. Due to extreme popularity that social media has received, businesses are utilizing the power of this medium for their personal benefit. However, with benefits, there are some disadvantages as well, such as people will try to distort the image of your business by creating fake pages on social networking sites. So, protecting your brand identity on social media is crucial.
We will now discuss some important elements that will allow you to save your brand identity from getting distorted by frauds and cheats.
First Thing First – Create Your Presence:
The first thing you need to do is to create your presence. Find the most famous sites and create your accounts there. For example: Facebook, YouTube, Digg, etc. You can easily get a list of some of the most famous social media sites. After you create your account, you need to personalize your profile with your company information.
Logo Design plays a crucial role in building your brand image. Thus, it must be on every profile page that you create on all different websites. You need to also mention your contact details, so potential clients or interested people may contact you.
Create Personal Pages and Videos:
After you sign-up and upload your logo along with necessary details about your business, you should now work on creating personalized business pages and videos. This will enable you to represent and promote your business and products. Plus, who is better than you to represent your business?
If you create a Fan Page, make sure you mention that it’s the official fan page of your business. This is what other businesses do as well to stand-out from fake pages created by competitors or other people to distort your business image.
Start Adding People to Your Network:
The next thing you should do is to start expanding your network by adding people, especially from your own industry. Start interacting with them and avoid posting excessive marketing and promotional material and discount offers. The first thing you need to do is to win the trust of your network. Only then it will be right to promote your products.
You Have Now Created Your Presence on Social Media:
After following the steps mentioned above, you will be able to create your presence on social media effectively. Plus, all the information about your business will be authentic because it will be posted by you.
It’s Time You Search for Thugs and Frauds:
Once your presence is created, it’s time you start searching for frauds, cheats and thugs who are planning to distort your business image by creating unethical pages and creating wrong videos in your name.
At least once a week, you should visit all the social media sites where you have created your presence and search for information about your company posted by others.
Let’s say you come across a fake fan page, you will be able to report it and it will be removed. So, this is an ongoing process where you will have to create your presence and search for cheats who are trying to destroy your brand identity.
This is a Guest Post by Ben Johnson
Ben Johnson is the Alliance Manager at Logoinn, a custom logo design company. He writes about the effect of design on marketing and brand identity and helps small businesses find design solutions for effective marketing.
Categories: Brand Management