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What a Brand Is and What a Brand Isn’t

admin — Tue, 04 Oct 2011 08:14:23 +0000

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

Source

7 Steps to Design Your Brand Every company has a brand whether they created it through...

Logo And Slogan – Key Elements of Brand Positioning

admin — Tue, 10 Oct 2006 21:31:10 +0000

Interesting article approaching the use of visual identity and positioning as main tools for a business to separate itself from its competitors.

Every day we are bombarded by millions of messages. They’re everywhere, from print media to highway billboards, local supermarkets, public phone booths, our mailboxes, radios and television sets.
Add to that the explosive growth of the internet and the new communication opportunities this medium presents, and today’s business owner or manager has a near-impossible task at hand; making his or her message stand out among the noise generated by others.

Next the article is presenting the 5 key strategies for a competitive visual identity (logo) as the first of the two crucial components of branding:

Be unique
Instantly communicate the nature of the business, product, or service.
Be appealing to the target audience
Be able to withstand the test of time
Be able to work in context of all potential communications’ media

The second and equally important component of branding is a verbal one. It is often referred to as a slogan, tagline or a positioning statement.

Be as unique as the company logo
Be brief and memorable
Be honest

Visa Re-Branding – Life Takes Visa

admin — Tue, 07 Feb 2006 17:17:57 +0000

Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer.

The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said. Although the tagline was used in the last couple of years in English-language communications in Latin American countries (actually Visa is using 5 different taglines for 6 different regions of the world – more here), TBWA\Chiat\Day decided to go with it and start promoting it next week during the Winter Olympics Openning ceremony.

The new brand campaign is the latest in a series of milestones marking Visa adapting its brand to its corporate evolution, with recently introduced new governance structure; new brand architecture, including a new logo and a new card design. More about the new branding campaign here: http://www.visa.com/advertising.

MasterCard Re-branding Following the earlier this year Visa re-branding, Mastercard unveiled yesterday...