| |
| |
|
Branding Information |
|
|
|
Notable News - The Branding Myth
How many times have you heard of seen advertising for a graphic design company that states that they do branding? If you think branding is a logo, letterhead, or web design with all the same look, and colours, then it's true...they can "do branding". Let's take a look at one of the world's best-branded companies, McDonalds. You may not like the food, but if someone says "golden arches" you know what institution they are talking about. Mickey D, McCoffee and Big Mac all bring the same familiar name to mind. You each may have a different reaction to the thought of eating there, but any one of the many product names will trigger the bigger picture. Think about the things you know from each of your McDonalds experiences: You know they have salty fries, the food is fast, and there is a system to everything they do. The staff often says the same things to you. You can get the same core menu items all over the world. If you take the time to think about it, you can up with a huge list of features you can count on at McDonalds. Doesn't that make the term "branding" when applied to logo, look and colour seem a bit of a misnomer? We know that the concept was born in a single location in small town America. How do you think that McDonalds developed their brand? You can get the book and read all about it, but you don't have to do that to figure out how to build your own brand. There is no secret. It's all about organizational culture. Brand is the personality your business has developed through your leadership and the systems you put in place. It's having a customer know that each time they go into your business, they will be treated the same way they were last time they were there. They will see some of the same products. The staff will say hello just like they always do. The business will have the same policies and procedures...in other words...a customer can count on you to be who you were during their last experience. No one else can create a brand for you, ...unless you hired a CEO to run the business, set the parameters and standards, and writes the operational procedure manuals. Many businesses start small, with the owner doing most of the work...that's the time to write the procedure manuals, when the person with the vision is actually doing the work and can see what works best to achieve their pre-defined results. If everyone ran their business like a well-run franchise, there would be fewer business failures and many more strong brands.. Having a strong brand means that everyone who works in your business has a clear picture of why they are there. The business could run without you, because everyone would know what they were supposed to do and how they were to treat co-workers and customers alike. Decide who you are as a business and be the best you can be at it every day. Write down the things that you do. Decide what your goals are. Share it with your employees...and you will create a brand. Oh... and don't forget...you need a logo, letterhead and a web site that all convey the same message....but they are not the brand....YOU ARE! Nancy Fraser - Nota Bene Consulting Results Driven Advertising and Marketing www.notable-marketing.com You are free to use material from the Notable News in whole or in part, please include credits, including live web site link. Please also notify us where the material will appear.
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Branding Guru - Brand Identity Guru Branding TodayHave you ever had a good brand experience? How about a bad brand experience? Is there a difference in your mind? How many people do you tell about a positive brand experience? How about for a poor brand experience?One poor brand experience will not destroy a firm. One poor brand experience per day, however, can ruin a company in the long run for sure. Is It Legal? - Indecent Naming With Tradition When Mitsubishi launched a new car with the name "Pajero" on the Spanish market, it became obvious very soon that the name chosen was not optimal because it immediately was the subject of jokes due to its homophony with a Spanish expression related to masturbation.The same happened to Ford's model "Pinto" (Portuguese for male genital) in Brazil where it was quickly renamed into "Corcel"(horse). The Big-Pay Off -- Brand Value Many CEOs and marketing directors find their time wasted evaluating marketing opportunities instead of acting on them. When every possibility is followed, a meandering trail of hit and miss effectiveness is the result. Managing the Corporate Brand - a Reputation Perspective Adored, respected and coveted by customers and organisations alike, corporate brands represent one of the most fascinating phenomena of the business environment in the 21st century. Their importance is unquestionable. Into The Limelight To stand out in a cluttered world, become a recognized expertThere are millions of small businesses vying for our attention. Yet, because the marketplace is more discriminating and skeptical, it's hard to get noticed. Brand Building 101 Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Brand Value - Brand Identity Guru Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood. Brand Strategy - Brand Value - Brand Identity Guru Developing brand strategy is extremely critical. The most important asset your company has is its brand. A Lesson in Branding from Paris Hilton I have never been a fan of Paris Hilton.I see her parading around in her odd-looking clothing choices, leading her loyal following of giddy anorexic schoolgirls around by their noses, and I think, "Skank. Logo-ize For Instant Identification & Increased Awareness The task of creating an indelible impact on the memory of your target market is arduous but can be made much easier with a well thought out logo. The word comes from the ancient Greek where it was used in philosophy and theology to mean "the divine reason implicit in the cosmos, ordering it and giving it form and meaning. Brand Warfare is More of a War than You Think We will discuss Brand Marketing for a minute. In this discussion we would like to talk about brand line extension and how to do it correctly. Franchising is Virtually Fraud Free The number of complaints to the Federal Trade Commission on Franchising do not indicate ramped fraud in the franchising sector. The FTC before Congress gave a report showing that the number of complaints was fewer than one tenth of one percent, lower than any other industry. I Hate My Logo! What You Should Get For Your Money and Why This is not a how-to design a logo. This is a guide to educate you on how an experienced designer can help you through a project whose outcome you will need to live with for years. Trademark Your Business - Lessons Learned Small business owners learn many lessons the hard way - through the school of hard knocks. I recently experienced my own tough lesson concerning the importance trademarking my business name. Naming Names... How to Name your Business Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with"Slice A Day :: your slice on marketing". Create a Niche: Stoke Your Market With Affiliate Branding Propose success, demand performance, and brand your market with appeal. In a world of costly business start-ups, expensive design tools, and rugged competition you can still beat the system. Branding Strategy - Brand Identity Today, in many organizations around the world, branding is treated as a cosmetic exercise only, and regarded merely as a new name, logo, stationary and possibly a new advertising campaign. But, to associate your "brand" with such superficial cosmetics is like saying that people are really only the sum of their name, face and sometimes their clothingBut branding is a thoughtful discipline that strongly belongs to the long-term strategy of an organization; brand strategy is, or should be, business strategy, and vice versa. The Brand Called You The best brands always try to do the right thing, so that their reputations will remain unsullied. But beyond that they grow, evolve and get better with time, while maintaining their special qualities from the past. Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of ideas. Don't Get Caught In the Trap: The BIG Difference Between Personal and Business Branding When you're all alone in the privacy of your home office, surrounded by your computer, your phone and your business idea, have you ever asked yourself, "Where's the line between mein my business and the business in me"?With hundreds of thousands of home-based businesses starting every year, and few ever flourishing, the topic of branding has become hot, hot, hot. And thanks to experts touting the need for a personal brandin sole proprietor businesses the confusion is growing.
|
| home | site map |
| © 2006 |
