brandXpress blog

What a brand is and what a brand isn’t

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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.

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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.

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Brands like Apple, Oprah, Harley-Davidson, Ikea and Southwest Airlines have made their competition irrelevant through brand communities they have helped nurture over the years. But why do brand communities form? And what can we learn about them?

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One thing that both these natures of brand have in common: ultimately they depend on the values, integrity and effectiveness of the organization that creates the brand. If the brand is a promise of a level of quality, you can’t break the promise with immunity, especially in a digitally amplified world of blogs, forums and buzz.

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Think of your brand as a promise … a promise you make to your clients, prospects, employees, and even your vendors. But before you make that promise, be sure you never forget this fact. It is imperative that you are able to back it up. You cannot build a successful, long-term brand on unsupported claims and wishful thinking. History is littered with companies — big and small — that have promoted themselves or their products as something they would like to have lived up to but could not.

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Identity, Message, and Presentation – this involves a more thoughtful process of seeking to articulate the value, culture, outlook, and goals of the department, now and for the future, and crystallizing this in clear summary statements and messages. In this case, an exercise of “brand-storming” precedes development of messages and presentation element, since those are the outflow of identity definition.

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Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Putting consumers and the product at the center of the equation is fundamental to a brand’s success. Design then becomes the message and the advertising, as it’s proof of a company’s commitment to people and to innovation.

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Every company has a brand. The question is, “Is it working for you?” Creating a brand isn’t just for the big companies; it’s for companies of all sizes.
Your brand must evoke a strong emotion. Customers buy from emotion and back it up with their head.
Your brand isn’t a logo. It’s everything you offer, say, and do.

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A new study finds that familiar brands evoke faster, more positive responses in the brain than lesser-known brands.

In tests on young adults using real-time functional MRI, the logos of well-known auto and insurance companies “lit up” areas of the brain associated with warm emotions, reward and self-identity

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