| |
| |
|
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 ConsultingResults Driven Advertising and Marketingwww.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:
VirTra Systems Launches New Branding Initiative and Redesigned Website - MarketWatch (press release)
Google News |
|
|
|
RELATED ARTICLES
Business Case Study Automotive Detailing Franchise Company How do automotive detailing companies start? What makes them work and how do they grow? How do they choose which services they will offer? This is an interesting case study about a test market of a franchise company in the cleaning business and how they went about setting up Auto Detailing Shops. It maybe of interest to your business study and research; I am familiar with this story because it is one of the companies that I founded. Branding: You are the Brand What's in a brand name? Everything! Think of these brands: Coke, Barbie, Hershey, McDonalds, Madonna, Pepsi, Bono, Microsoft, Kleenex, Xerox, Steven Spielberg, Dell and GM. Did you notice that brands can be things, replicas of people and actual people? Brands are the public perception of a thing or person. Creative Branding Increases Sales Through Company Recognition The one thing that everyone has in common is that we are all consumers; we all buy. Every day, from daily small purchases, like your morning coffee and newspaper, to big monthly or yearly purchases, like a television or a car. Hiring the Right Graphic Designer for Your Small Business Every small business needs it, but not many have it. I am not talking about cash flow, clients or even your product or services to sell. Effective Public Relations Essential for Personal Branding Move over pop star "Posh Spice" Adams and English soccer hero David Beckham, the personal branding power of newly engaged Australian celebrity sports couple Lleyton Hewitt and Rebecca Cartwright could be worth up to $100 million dollars.In terms of public relations and effective public relations, their media performance this week in both print and television proves they have the potential to become a truly global brand and rival Posh and Becks on the world stage. Brand Image - Brand Identity Guru Having a brand image is not a "have or have not" proposition. Everyone has one. The Aim of the Name Large corporations spend lavish amounts seeking names for their products that grab a consumer, or convey positive feelings. Book authors do the same. Brand Equity - Brand Identity Guru 7 Qualities Of A Strong Brand:1. Commands premium pricing while retaining loyalty2. Boston Web Design Branding - Brand Identity Guru A branding company's website purpose is to design websites that will attract attention, give a professional image and support the message you are trying to convey in writing. There are arguments for doing your website design in-house. Brand Identity - Corporate Identity and Brand Value Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.Building a brand, cultivating its strengths, pruning its weaknesses, and making it more valuable to its owners is the bottom line job of marketing. Branding: What Not to Do Here's a little story about what not to do as you carve out a name for yourself in the world of internet business.Don't use a miscellaneous email account as your primary web contact address. Personal Branding: Characteristics of a Strong Personal Brand How many times have you been at a networking function and been lost for words when asked "what do you do"?We all have. But do you see this as a threat or an opportunity?Developing a Personal Branding Statement or PBS can be a powerful way to help market yourself to prospects, clients or potential employers. Differentiate and Dominate Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs. Optimize Your Mailing List For Better Results A list of customers who have previously bought from you is your most important asset. These are the customers who will provide you with return business, which is more profitable than the first sale. No Logo? Launching A Business Without a Logo Can Sabotage You Initial lack of customers and cash flow often causes a small business to put off designing a logo and marketing materials professionally "until [they] got a few clients" or "until [they] get started." Designing their own marketing materials when they launch their business, instead of having them professionally created, will make getting those initial clients more difficult, and may result in a business that will not succeed. Hawaiian Heirloom Jewelry Back to the era of the Hawaiian monarchy, the origin of Hawaiian heirloom jewelry can be found. The Hawaiian kingdom had long enjoyed a favorable relationship with England. What Make Us Unique and Different Starting a business can take a lot of time, money, and energy. And because we don't want to completely re-invent the wheel, we often want to copy (legally) other techniques, strategies or processes used by others. Your Small Business Name -- Important? You bet a name is important. Many small business owners try to come up with a clever name for their business rather than one that explains what they do. Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2) Make A Bold Promise Then Back It Up With An Awesome GuaranteeWe finished the last article with a mnemonic.. You Bored Me at Hello - Top Three Strategies for Networking Your Brand "You had me at hello," those famous words from the movie Jerry McGuire let Tom Cruise know that Rene Zellweger's character was hooked from that point and the rest of his talking was unnecessary. When in networking situations, many small business owners leave people with a slightly different feeling.
|
|
|
|
|
