brandXpress blog

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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Consistency is considered to be the most important aspect of a succesful branding by branding experts and industry opinion leaders questioned in a an Interbrand’s survey made pubilc late January this year.

The experts cited understanding of Customer/Target frequently. This mirrors the finding in this report that metrics and brand research are key tools. Communication and Creative effectiveness were also frequently mentioned as critical aspects of successful branding.

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Continuing the engagement of the employees in internal branding, October issue of HRMagazin is running an extensive material on internal branding and its importance for the success of any re-branding efforts .

As the people who deliver the brand promise are employees, making sure they understand and can deliver the brand to customers is vital—especially for companies within the service industry, where the relationship between employees and customers essentially is the product the company sells.

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Since we talked here earlier about Naming Don’ts, let’s see some DO’s on the matter. Without any doubts, choosing a name is one of the most important decisions a company can make when launching a brand. More than that, when we’re talking about small businesses it seems that the most stressful thing about starting a new company was not manufacturing of products or advertising to customers, but coming up with a name.

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