tag:blogger.com,1999:blog-12807284437722440022024-03-08T07:07:44.118-08:00Corporate Branding - Internet Branding StrategyUnknownnoreply@blogger.comBlogger18125tag:blogger.com,1999:blog-1280728443772244002.post-39521479902864078402007-12-27T04:32:00.001-08:002007-12-27T04:32:29.617-08:00Corporate Branding - Don't Forget Your CDs!Companies have been branding their collateral materials such as letterhead, envelopes, business cards, etc. for years. In fact, we often identify a company by its familiar logo or special color scheme. Branding works!! At the same time, many companies send customers and vendors large files, proposals and presentations on CD-Rs. Since CD-Rs have become the "new and more efficient" way of exchanging important information, it would seem that more companies would find it valuable to brand their CD-Rs also.<br /><br />Most CD-Rs purchased by businesses come from retail office supply stores. These generic CDs usually have the logo of the retail store or disc manufacturer printed on the label. So why promote the store that sells the media? Companies are missing an excellent opportunity to brand themselves in this manner!<br /><br />Another positive to branding with this type of media is in the perceived value of the media itself. People tend to keep CD-Rs because they are perceived as something of value.<br /><br />To make sure that you don't miss this important branding opportunity, here is the solution! Find a CD duplication vendor who will provide your company with branded media. Yes, you too can brand your company by arranging to have your logo screen printed on each piece of blank media you purchase (ours is pictured above). Also, the quality of the media will be much higher than the media you purchased at the retail office supply store.<br /><br />When artwork for your company logo is created for CD-Rs, enough room should be left on the disc to write specifics about the disc's contents, such as version number, serial number, a date, a person's name, etc. A process called Perfect Printing is an option for customizing this information after your company logo has been screen printed on each blank disc. The combination of your screen printed logo and the Perfect Printing of specific content will give your media a more professional look. Furthermore, anyone looking at your discs will see your company name over and over again.<br /><br />So, what are you waiting for? Start branding your media today!!!<br /><br />To find out more information visit on how to brand your CD-Rs visit www.spinergymedia.com.<br /><br />Article by: Adam Platzer Spinergy CD Replication, CD Duplication, DVD Replication, DVD Duplication, CD Screen Printing Phone: 800-333-1428 http://www.spinergymedia.comUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-18575888521895876722007-12-27T04:30:00.004-08:002007-12-27T04:34:01.872-08:00Corporate Branding and Trade Shows - 8 Tips for Marketing ManagersTrade shows are part of the marketing mix and the appearance by your firm should be a continuum of your entire marketing including advertising, public relations and events.<br /><br />While you may introduce a new product or showcase a service, many firms make mistakes by not connecting the overall corporate branding with the show. How can an exhibit staff person be up to speed on what the company is doing?<br /><br />BEFORE THE SHOW …………<br /><br />1. Make sure you have information about the exhibit - what is in it, why it is there - before the show. Not the day before but as soon as you get your assignment. The exhibit manager has the responsibility to make sure the exhibit is on time and looks great - among many other duties. The marketing team decides the theme, products highlighted and rationale.<br /><br />2. Read your company and division web sites. Sure, there are lots of pages but there are hidden nuggets in there that you may have forgotten or may be new to you. Here's what you may not know - attendees who are serious about meeting with you - well, they will check your web site. Best to be as informed as your prospective clients are.<br /><br />3. Read all the promotional materials that you will hand out. If an attendee has a question while at the booth, your answer will not be - DUH?<br /><br />4. Know what is in all the demonstrations. Are there cues to expand on the demo? Clues as to how to lead a conversation? Listen carefully and make your life easier.<br />Tip! Take Microsoft for instance. Here is the dominant technology company in the world with incredible Corporate Branding and they wouldn't respond to changes in consumer behavior and preferences.<br /><br />5. Read advertising in your trade publications. What does your firm promote versus your competitors? Can you explain the differences?<br /><br />6. While reading the trades, look for articles and releases about your company. Check your online press release section or ask the PR department about releases sent before the show.<br /><br />7. Understand the role of your firm if a sponsor of an event.<br /><br />8. Ask. Ask. Ask until you get answers that satisfy you. Your goal is to make you the best representative for the company you can be.<br />Tip! In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products.<br /><br />Having an understanding of the broad marketing aspects before the show makes your firm well branded at event.<br /><br />Julia O'Connor Speaker, Author, Consultant Trade Show Training, inc. PO Box 17155, Richmond, VA 23226 http://www.TradeShowTraining.com 804-355-7800Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-85430174481433080042007-12-27T04:30:00.003-08:002007-12-27T04:33:42.204-08:00Logo Design - Corporate Identity Branding - Brand Identity GuruLike it or not it's who you are. Your corporate Identity touches all aspects of your business and plays a vital role in your customer's overall feeling with your organization. Having a strong integrated identity throughout your marketing communications is the first step to building your company and a solid brand image. Your Web design, brochures, ads and all other collateral should be developed to enhance the corporate identity of your company and enable customers to instantly identify with your organization's spirit and messaging.<br /><br />A professional branding company will work with you to determine your target market and develop a custom corporate identity that reflects your company. The most vital aspects of your business are taken into consideration, from the products you sell right down to what color slacks your customers like to wear.<br /><br />Your Logo- It's the first graphic anyone sees. A logo is where your corporate identity begins. first impressions are extremely important and your logo will be the benchmark form, which you are judged. It's your first line of offense in your sales force, so take your time and make sure it represents everything you are made of. With all of the mediums available today, your logo needs to easily transfer to stationary, signage, video, mugs, pens etc. A good branding company will develop a memorable logo that fits you to a T.<br />Tip! Branding provides detailed information on Branding, Health Care Branding, Corporate Branding, Internet Branding and more. Branding is affiliated with Trade Show Promotional Items.<br /><br />Stationery-Business Cards, Letterhead, Envelopes.<br /><br />Be sure that all your correspondence enforces your corporate identity, from your business cards and letterhead to your envelopes and thank you cards. They are all part of the stationery package and are equally important to your identity.<br /><br />Corporate Identity Package-Is this a box you can mail to customers with your company logo stuck on the side?<br /><br />NO! It's a full identity package detailing all aspects of your image, right from the acceptable fonts and colors through to all the logo variations for every possible medium. A consistent identity and message is vital in creating a brand for your organization. Your corporate identity package will be your organizations guide to your brand and how it should be presented, in every situation.<br />Tip! Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm located in Boston, Massachusetts.<br /><br />Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.<br /><br />Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.<br /><br />This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.<br /><br />Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.<br /><br />Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-28912854959835013282007-12-27T04:30:00.002-08:002007-12-27T04:32:49.285-08:00Corporate Branding and Professional Logo DesignAny business with the minimum interest to be successful should concentrate on developing their corporate image and when I say "any business", I mean it, absolutely any business—even if it's a mom-n-pop shop. "Corporate image" might be a big word for such small ventures, however, what I meant by that is how the business wants themselves to be perceived by their customers. Irrespective of the size of the business it is very important to determine how do you come across to your potential customers? How do you compare to your competitors? These factors are largely determined by your branding and marketing strategies. Branding tools like logo designs, business cards etc goes a long way in creating your corporate image. Any marketing communication material should ideally have your corporate logo on it, which would give more credibility for your business as well as help your client to perceive your business as a professional enterprise.<br /><br />Logo design is an absolutely indispensable part of corporate branding strategy and should always be assigned to professional logo designers. A professional logo designer is not just a graphic designer but he should also have ideas about branding and positioning of business. Depending on your requirements he will create a logo that would successfully exude the nature and attitude of your business. He also needs to understand the media in which you are going to use your logo; it can be web, print, electronic media (TV commercial etc) or a mixture of all of these. The logo should be compatible and equally attractive wherever you might choose to use them. While working on any of our logo design orders we ( Custom Logo Design )always try to capture as much as information possible, from the client.<br />Tip! Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm located in Boston, Massachusetts.<br /><br />Basically there are 4 types of logos, glyph, alpha-glyph, alphanumeric or a combination of any of these. There are a number of factors that should be looked into to determine what would be the ideal solution for you. A professional logo designer or a specialist logo design firm can definitely help you with decision making in this aspect.<br /><br />Types of Logos<br /><br />Glyph: This includes symbols, icons, pictures etc that represents your company. These are most widely used for secondary communication rather than business logos, except for few like, Apple. Glyphs though used rarely as logos, if created properly by talented logo designers can be extremely sophisticated and create a deep impact as a corporate identity. However, we need to be careful that glyphs need to be done by well experienced professionals, an amateur attempt can simply male your logo unattractive and useless and might even cause loss of credibility to your business.<br /><br />Alpha-Glyph: An alpha-glyph logo uses a letter from the name of the company to graphically convey the nature of the business. At times picking the first letter of the company name and designing it in a particular way also do this. Ideal examples of this type of logos can be seen with Extreme Championship Wrestling (ECW), IBM, Honda, Motorola, and Oklahoma State University. This type of logo is also not used very commonly and shares the same advantages and disadvantages as the glyphs.<br />Tip! Good corporate branding can also help a company be more efficient with its budgets. With today's product development costs higher and product life cycles shorter, corporations must find ways to recoup the extra costs somehow—without sacrificing quality or customer service.<br /><br />Alphanumeric: This is a very common type of logos and is also used by some of the most reputed and well-known companies in the world. To name a few, Microsoft, Sony, Fed Ex etc. These logos are nothing but the name of your company written in a unique way with typographical effects. The typographic treatment gives a unique look to the logo and there is generally no issue with getting a Trademark. These logos are comparatively easier for amateurs to create however to get the best effect from an alphanumeric logo it's always better to work with a professional logo designer. Choice of font, color, letter spacing etc can make big difference in creating an impressive corporate logo.<br />Tip! Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding research firm located in Boston, Massachusetts.<br /><br />Combination Logos: This is the most common type of logos and is found everywhere. Most of these are actually glyph or alpha-glyph with an alphanumeric company name. It is the arrangement of the company name and the image and their color combination that plays the most instrumental role in the effectiveness of the logo. Some good examples of combination logos are UPS, Red Hat Linux and Intel.<br /><br />Placing your corporate logo on all marketing collaterals including business cards, brochures, flyers etc helps you to mark those collaterals as your company property and establish your corporate identity.<br />Tip! * Reinforce the corporate branding in all communications. Every mode of communication should provide information about your business.<br /><br />Logos and marketing materials are integral part of a company's brand establishment strategy. A logo done by an amateur can ruin the credibility of your business in no time but when done by a professional logo designer can definitely add value to your business. A professional logo designer can help you to decide which type of logo is best suited for your business and can make people perceive your company as a huge corporate house with much credibility even when it might be just an one man shop.<br /><br />It's the image of the company that matters, if you intend to portray a positive and impressive image of your company go for a professional logo design today.<br /><br />Ray Smith is a marketing Expert with years of experience in different industries and specialized knowledge on branding and internet marketing. Custom Logo DesignUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-12198749480508752012007-12-27T04:30:00.001-08:002007-12-27T04:32:03.973-08:00Corporate BrandingDifferentiating and communicating your product's unique value to your slice of the global marketplace is becoming more difficult and expensive every day. And with the rising costs of R&D and development necessary to create products that really do offer something exclusive and different, just one expensive, ineffective branding or marketing campaign can mean death. But there is a way for companies to stack the deck in their favor—have a very strong corporate brand.<br /><br />Strong Corporate Branding can empower any product that company puts out with instant reputation and value that differentiates it in ways that simply can't be reproduced with a product-focused marketing campaign. It's much like how a family's reputation can precede that of an individual family member, resulting in very real pre-judgment and prejudices about that person. In fact, the true nature of the individual may prove inconsequential if his family's reputation is strong enough. People will already have their mind made up about him, good or bad, before they ever meet him.<br /><br />Just as a family tries to create and protect a good reputation, every conscientious corporation should create and protect a favorable corporate brand. The tools for doing so are the same as those used in product branding, but the work transcends the corporate hierarchy into the boardroom where issues like relations with shareholders, media, competitors, government and many others become part of the strategy. Not surprisingly, an effective corporate branding strategy requires significant effort from the CEO and senior management.<br /><br />Also, be advised that corporate branding and corporate identity are two different things. A corporate identity strategy, an exercise where the company's logo, design style, color scheme and tagline is created or reworked, may be a component of a corporate branding strategy, it's not the whole thing.<br />Tip! In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products.<br /><br />Corporate identity is just the glossy marketing façade. A strong corporate branding program ensures a consistent brand image and experience throughout an organization. Successful corporate branding involves establishing a long-term vision for the company, carving out pronounced niches in the marketplace and boosting the reach and recognition of the company and its leaders on a global scale.<br /><br />Some companies with outstanding corporate brands include Microsoft, Intel, Singapore Airlines, Disney, CNN, Samsung and Mercedes-Benz. When your company has a brand like these, mergers and acquisitions are also smoother as was the case with financial powerhouses HSBC and Citibank's vast number of acquisitions in recent years. Eventually, the brand equities of the banks these two behemoths took over were completely absorbed by HSBC and Citibank. This kind of brand strength takes a long time to establish and a great deal of research and tracking to see through to maturity, but it's not as difficult as it sounds. Today's branding research tools are very sophisticated, yet very easy to use.<br />Tip! Corporate identity is just the glossy marketing façade. A strong corporate branding program ensures a consistent brand image and experience throughout an organization.<br /><br />A strong corporate brand not only gives personality and value to a company's products. It's also a manifestation of the company's vision, values, and culture. HSBC, for instance, portrays itself as a large, powerful bank, but one concerned with lives of regular people. It's a universal image they project throughout the world with the help of the tagline, "The world's local bank."<br /><br />Effective corporate branding can also empower and direct the further development of an already large brand portfolio. Such is the case with Proctor & Gamble (P&G). P&G markets many different brands under its umbrella, but its corporate brand is quite unique in that its very much rooted in sincere commitment to and respect for the individual purposes, visions and values of its many brands.<br /><br />Good corporate branding can also help a company be more efficient with its budgets. With today's product development costs higher and product life cycles shorter, corporations must find ways to recoup the extra costs somehow—without sacrificing quality or customer service. With some creativity, companies can leverage a single corporate branding strategy to do the work of many expensive marketing campaigns for separate products.<br />Tip! You'll likely get an answer like this: “Well, I don't really have one of those exactly, but I am doing some corporate branding, direct mail, updating my web site and considering search engine optimization.<br /><br />The Apple brand, for instance, is a company that offers many products, but all have brand equities of cutting-edge design and innovation because of the corporate branding strategy of Apple.<br /><br />Yet, Apple's model won't be right for everyone. One must take the entire revenue picture of the various brands in a company's portfolio into account. If profit can be bolstered by brand consolidation, do it. But if not, there's no logical business-driven reason to do it, so, don't. Do the research first. Then make an educated decision.<br /><br />More than ever, the strength of a corporate brand is a reliable indicator of that company's financial value. But for many companies that actually list their corporate brands on their balance sheets, their values are quite understated in comparison to their actual value in the marketplace.<br />Tip! Branding provides detailed information on Branding, Health Care Branding, Corporate Branding, Internet Branding and more. Branding is affiliated with Trade Show Promotional Items.<br /><br />Scott White is President of Brand Identity Guru, a leading brand consulting and market research firm located in Easton, Massachusetts, near Boston.<br /><br />Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.<br /><br />Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, Archway Marketing Services, Franklin Sports and many others, including numerous emerging growth companies.<br /><br />Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-53707312427133685642007-12-27T04:30:00.000-08:002007-12-27T04:31:43.523-08:00Branding in Corporate Website DevelopmentYour website must serve as the mirror that reflects your company's corporate identity. The principles it stands for, its products and services, its achievements and its unique features — things that differentiate your company from your competitors. A strong corporate identity is the pillar to building a powerful brand image. This is very important especially for corporate website development.<br /><br />Website designers and webmasters strive to create webpages that are attractive, interactive, relevant, and user-friendly. Web pages reflect your organization's business identity. The design, color, and content enhance your brand equity, attract higher traffic, and generate sales. In short, bring in cash flow.<br /><br />Professional website developers such as Orient InfoSolutions offer cutting edge web site development and promotion services are customized for developing brand websites that are based on an idea, concept or theme — something that captures your customer's attention instantly.<br /><br />A good name is catchy and easy to remember. Ideally, your domain name should capture the essence of your business. One should decide on an appropriate domain name after intensive research that would best reflect your product or service.<br /><br />There is more to identity than just a well-designed logo. A logo is your stamp of authority. Creating a logo that captures visitor attention, reflects your corporate philosophy or brand image and helps you stand out from the competition is an important part of internet branding. This should be followed by choosing a unique, powerful and memorable motto for your business.<br /><br />Blending your company's identity into your website builds customer trust. The company's brand equity can be woven into every web page of your website with strategic placement of the logo.<br />Tip! Effective corporate branding can also empower and direct the further development of an already large brand portfolio. Such is the case with Proctor & Gamble (P&G).<br /><br />Homepage development is an art in itself for it must reflect the image your company is trying to project, whether it is the company philosophy, e-business or e-training.<br /><br />Professional website developers such as Orient InfoSolutions follow a well-defined set of guidelines as part of their website development checklist. These focus areas are important even when you are thinking of website redevelopment.<br /><br />Web development is an elaborate process. The basic outline that is followed in developing any brand-website will include (1) Defining and Documenting the website business goal and objectives (2) Translating the objectives into web requirement and most appropriate architecture (3) Creating a unique design that reflects the business goals and objectives clearly (4) Setting standards for content design and user interface (5) Developing text and graphics content and client-side scripting (6) Developing server-side program content (7) Monitoring of usability component and value indicators.<br />Tip! You'll likely get an answer like this: “Well, I don't really have one of those exactly, but I am doing some corporate branding, direct mail, updating my web site and considering search engine optimization.<br /><br />You can visit OrientInfoSolutions.com for some in depth and comprehensive information of building brand websites.<br /><br />Brad Jones provides all Web Solutions like corporate website development and e-business for details contact at Orient Info SolutionsUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-84250392234001334272007-12-27T04:29:00.003-08:002007-12-27T04:31:21.936-08:00Why Corporate Identity is a Very Powerful Communication Branding ToolsThe world of business is a very competitive one with each executive competing with the other to get the best of sales, profits and customers for their business. This means that all businesses interested in becoming successful have to concentrate in developing their corporate image and identity to improve in their business. Corporate identity is actually the image or identity by which the business wants to be perceived by their customers or the physical manifestation of the brand.<br /><br />Corporate identity is very much achieved by the brand building and marketing strategies of the company. So how actually is a brand built? It is done through the help of branding tools like logo designs, business cards and brochures. Brochures and advertisements are the most powerful communication branding tools as you get to distribute them to anyone around your locality. you can make brochures describing your company, it's specialties and services to the public, thus making them aware of your presence! Once more people get to know about your services and facilities, more people come to you to try them out, thus making your company a better success!<br /><br />It should be made sure that all marketing communication material has the corporate logo on it, thus enhancing your credibility as a professional enterprise. The reason for the need of all marketing communication having a corporate logo is that this is the thing that will be handed over to the public as an advertisement. You hand out business cards for potential clients for them to remember you and your company, there will be incidents wherein you have to send letters to different companies. If you send these letters through letters using letterheads with your company logo, the recipient company will remember you better for future correspondence and dealings. Therefore, it can be seen that to enhance the corporate identity, the brand has to be enhanced or built. We do this through marketing strategies, thus incorporating that corporate identity is a very powerful communication-branding tool.<br />Tip! Corporate identity is just the glossy marketing façade. A strong corporate branding program ensures a consistent brand image and experience throughout an organization.<br /><br />When getting the corporate logo done, it is best to have it done by a professional, as logos made by amateurs may ruin the credibility of the business in no time, while a logo done by a professional logo designer helps to add value to the business. A professional logo designer is not only a graphic designer, he is one who has idea about your branding and positioning of business. He is one who creates a logo for you based on your requirements to exude the nature of your business and to meet all modes of your usage of the logo, on web, print, TV commercials or in a mixture of all of this. It should be remembered that logos and marketing materials are very important parts of a company's brand building strategy. Logo designs are such an important communication tool for the corporate as it can make people perceive your company to be a large corporate house, when in fact; only one man runs it!<br /><br />This article was written by Thomson Chemmanoor a search engine optimization expert and webmaster who operates websites like http://www.articlenetworks.com To read more about this coporate identity article visit You can republish the articles without changing the content and the bio box.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-92149405725756942052007-12-27T04:29:00.002-08:002007-12-27T04:31:01.475-08:00Branding Corporate Brand CompanyHave you seen the new commercial and re-branding from Bill Ford and the Ford Motor Company? As you know Ford is in big trouble. So they seem to be changing their positioning and re-Branding. Here's the brilliant re-positioning they came up with (and it pretty much includes everything):<br /><br />1. American Auto Industry is facing new challenges and fierce competition: Ya think Bill? Maybe the writing has been on the wall for the last 15 years? Maybe Bill Ford was on a golf course somewhere counting his millions. You're too late Mr. Ford! Telling us that you're behind is like leaving the barn door open...we know it.<br /><br />2. Ford is making new investments in R & D: Wow, Ford, you're blazing a new trail...By the time you catch up to BMW, Audi, Mercedes, Lexus, Toyota, Honda they'll be out with their futuristic space age models that fly which will again put you 20 years behind. Face it Ford, we don't buy your cars because of R & D. We use to buy your cars because they were American made and RELIABLE. Now they're made everywhere and they are not RELIABLE (hmmm, am I hinting at the correct positioning Bill?). Since you can't have the luxury, sports car markets why don't you make your cars more RELIABLE.<br /><br />3. Hybrids: Here's what I think of Hybrids: It's like when you go to a vending machine and look at the choices. You can pay an extra quarter and get some trendy healthy tastes bad power bar or you can reach in and grab old comfortable Snickers. Since we've branded a national vending company we already know the answer. Here it is; People say they want to eat healthy and they scream for it but when it comes time to buy they buy unhealthy. Same will apply to Hybrids (see Diesel cars).<br /><br />4. Working with Volvo to find new safety innovations: Man oh man, why is it that company's think they have to be everything to everyone. People who buy a Volvo buy it for the safety and for nothing else. What a great brand identity and brand image Volvo has. Kudos to Volvo for doing it right. But Ford, are people buying Ford's for the safety aspect? I think not. Why is it anyone buys a Ford? That's your secret weapon. Draw your line in the sand and then build your new Branding!<br /><br />5. Retake the US roadways and as always innovation is leading the way: This coming from the worst innovative carmaker in the world. Here's what Americans want from Ford. A good, RELIABLE car made in good old USA. Stop trying to be everything to everyone and your re-Branding will pay big dividends (wink, wink).<br />Tip! Also, be advised that corporate branding and corporate identity are two different things. A corporate identity strategy, an exercise where the company's logo, design style, color scheme and tagline is created or reworked, may be a component of a corporate branding strategy, it's not the whole thing.<br /><br />I wish Bill Ford would call me. I'll set him straight lickedy split.<br /><br />What do you think world? Let us know.<br /><br />Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.<br /><br />Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.<br /><br />Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.<br />Tip! Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding research firm located in Boston, Massachusetts.<br /><br />Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies.<br /><br />This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-44545810704974437702007-12-27T04:29:00.001-08:002007-12-27T04:30:42.661-08:00Branding Marketing Plan Corporate BrandingAs Branding and marketing professionals, we have an in-depth understanding of the importance of a marketing plan. However, not everyone recognizes the benefits of investing in a strategic marketing plan prior to launching strategies and tactics that seem intuitive at the time. The following few paragraphs attempt to impart our understanding of a well-written plan's importance by first defining some of key elements of the role of marketing in most organizations.<br /><br />Defines Focus: Your strategic marketing plan gives the company, and everyone in it, a benchmark to measure all marketing activities against. A well-developed strategic marketing plan not only gives you a structured strategic and tactical outline, but also defines your target audience, messages, goals, and objectives, in a way that allows flexibility. A structured plan provides a benchmark to measure all marketing activities and ensure that the investment they require meet the needs and goals of the marketing plan - preventing you from spending on wasted efforts. It helps staff understand goals and become customer-focused. It also empowers them to make decisions on their own that are consistent with the company's objectives.<br /><br />Tracks Costs / Measures Value: A marketing plan provides a step-by-step guide to what you are spending money on and when. It enables you to budget marketing expenses--helping you keep control of your expenditures, manage your cash flow, track sales to marketing expense ratio, and measure success of your marketing efforts. It also ensures that product development dollars are not wasted.<br /><br />Charts Success: A marketing plan helps you chart your destination point. It becomes a guide through unfamiliar territory.<br /><br />Captures Thinking on Paper: The finance department isn't allowed to run a company by keeping numbers in their heads. It should be no different with marketing. Your written document lays out your game plan. If people leave, if new people arrive, if memories falter, the information in the written marketing plan stays intact.<br />Tip! Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding research firm located in Boston, Massachusetts.<br /><br />Reflects the BIGPictureä: In the daily routine of putting out fires, it's hard to turn your attention to the big picture, especially those parts that aren't directly related to the daily operations. Writing your marketing plan helps in determining your current business status and provides a roadmap for business goals.<br /><br />Becomes a Document to Build On: Creating your very first strategic marketing plan is a time and resource consuming endeavor, but well worth the effort. Once the plan is complete, you just need to make minor adjustments and tweaks to it; you won't have to re-create it from scratch. It will serve as a template and benchmark for you to work from as you define your objectives and strategies for future years. It becomes a living document for measuring sales success, customer retention, product development, and sales initiatives.<br />Tip! * Reinforce the corporate branding in all communications. Every mode of communication should provide information about your business.<br /><br />Where Do You Start?<br /><br />The best place to start is to evaluate where you are now. How are you positioned in the market? How do your customers see you? What are your strengths/weaknesses, and what are some emerging market threats and opportunities?<br /><br />Typically the strategic marketing plan is done in sequential phases--each part of the plan builds off of the phase before it. Your strategic marketing plan also needs the help of most everyone; it cannot be completed without the assistance of many people within the company: finance, operations, sales, management, and marketing.<br />Tip! Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm located in Boston, Massachusetts.<br /><br />Your Strategic Marketing Plan Should Include Include:<br /><br />Phase 1<br /><br />Situation Analysis: Defines the market dynamics and identifies client's position in the market as it currently exists and will summarize the current situation from an internal and external perspective.<br /><br />Industry Overview: Defines the current market situation and explores market trends and product consumption.<br /><br />Competitive Profile: Identifies key players in the market and defines their positions, strategies and initiatives. This section is designed to give the client a clear understanding of the competitive dynamics of the marketplace and will provide you with valuable information for developing your future strategies and target markets.<br /><br />Customer Profile: Provides an analysis of each of the potential target markets, regarding their use of the product and the factors affecting their buying process. This information is gathered using a variety of research tactics and may include you contacting a number of organizations within each category to gather facts about the buying process.<br />Tip! Effective corporate branding can also empower and direct the further development of an already large brand portfolio. Such is the case with Proctor & Gamble (P&G).<br /><br />S. W. O. T. (Strengths, Weaknesses, Opportunities and Threats): Provides client with an in-depth view of the strengths and weaknesses of his or her organization, both from an internal and external perspective. It also defines potential opportunities and threats. This section is critical because it provides an objective summary of both perceptions and issues that will affect the success of future marketing efforts.<br /><br />Target markets: Key target markets will be identified given the competitive situation, growth potential and product offering of the client. These markets will provide the best opportunity to develop strong brand awareness and will maximize the potential for both market share and revenue growth.<br /><br />Phase 2<br /><br />Key Objectives: Once all of the information is gathered during Phase I of the plan, you will work as a group to define the key objectives that will be instrumental in developing future strategies and tactics.<br /><br />Positioning: After reviewing the industry, competitive information, company objectives, you will then define the new positioning in the marketplace. It will tie directly to the company 's strengths and will reinforce its objectives and strategies.<br /><br />Summary: A summarization of all relevant factors and information will be completed prior to developing strategies and tactics.<br /><br />Phase 3<br /><br />Strategies: You will then develop marketing and communication strategies that support the positioning and key objectives. These strategies will address channels of distribution, as well as define key corporate sales messaging.<br />Tip! Strong Corporate Branding can empower any product that company puts out with instant reputation and value that differentiates it in ways that simply can't be reproduced with a product-focused marketing campaign. It's much like how a family's reputation can precede that of an individual family member, resulting in very real pre-judgment and prejudices about that person.<br /><br />Tactics: A list of marketing and communication initiatives that support and reinforce the company's positioning, objectives and strategies will be developed. You will identify and produce the marketing support tools that provide the largest return on investment and ones that will substantially increase a client's brand recognition and market share.<br /><br />The Strategic Marketing Plan is a comprehensive effort that will allow a company to direct its resources toward achieving a common goal. It has been our experience that a Marcom plan plays a vital role in developing accurate messaging and provides a forum for consistently delivering those messages to your marketplace. It is the one document that ensures that every dollar spent on your efforts reinforces the corporate objectives, identity, image and Corporate Branding.<br />Tip! In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products.<br /><br />Scott White is President of Brand Identity Guru a leading Corporate Branding consulting and Branding research firm located in Boston, Massachusetts. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.<br /><br />This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-59612863407689970542007-12-27T04:29:00.000-08:002007-12-27T04:30:15.089-08:00Corporate Branding and Trade Shows - 8 Tips for Trade Show StaffTrade shows are part of the marketing mix and the appearance by your firm should be a continuum of your entire marketing including advertising, public relations and events.<br /><br />While you may introduce a new product or showcase a service, many firms make mistakes by not connecting the overall corporate branding with the show. How can an exhibit staff person be up to speed on what the company is doing?<br /><br />BEFORE THE SHOW …………<br /><br />1. Make sure you have information about the exhibit - what is in it, why it is there - before the show. Not the day before but as soon as you get your assignment. The exhibit manager has the responsibility to make sure the exhibit is on time and looks great - among many other duties. The marketing team decides the theme, products highlighted and rationale.<br /><br />2. Read your company and division web sites. Sure, there are lots of pages but there are hidden nuggets in there that you may have forgotten or may be new to you. Here's what you may not know - attendees who are serious about meeting with you - well, they will check your web site. Best to be as informed as your prospective clients are.<br /><br />3. Read all the promotional materials that you will hand out. If an attendee has a question while at the booth, your answer will not be - DUH?<br /><br />4. Know what is in all the demonstrations. Are there cues to expand on the demo? Clues as to how to lead a conversation? Listen carefully and make your life easier.<br /><br />5. Read advertising in your trade publications. What does your firm promote versus your competitors? Can you explain the differences?<br /><br />6. While reading the trades, look for articles and releases about your company. Check your online press release section or ask the PR department about releases sent before the show.<br /><br />7. Understand the role of your firm if a sponsor of an event.<br /><br />8. Ask. Ask. Ask until you get answers that satisfy you. Your goal is to make you the best representative for the company you can be.<br /><br />Having an understanding of the broad marketing aspects before the show makes your firm well branded at event.<br />Tip! Scott White is President of Brand Identity Guru a leading Corporate Branding consulting and Branding research firm located in Boston, Massachusetts. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.<br /><br />Julia O'Connor - Speaker, Author, Consultant - writes about practical aspects of trade shows. As president of Trade Show Training, inc,, now celebrating its 11th year, she works with companies in a variety of industries to improve their bottom line and marketing opportunities at trade shows.<br /><br />Julia is an expert in the psychology of the trade show environment and uses this expertise in sales training and management seminars. Contact her at 804-355-7800 or check the site http://www.TradeShowTraining.comUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-89652326209471908092007-12-27T04:26:00.005-08:002007-12-27T04:29:54.885-08:00Corporate BrandingIn certain cases the company name itself is used as a family brand name under which varied products of the company are marketed. This process is called corporate branding. Corporate branding is resorted to only when the company is confident that lending the company name to its products gives a better identity for the products. And once the corporate brand name is established, it facilitates easier establishment of new products.<br /><br />In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand names for the same product with a view to catering the varying segments of the market. Finally, he can offer his product for branding by a middleman or a distribution house. The decision is not easy, because all the alternatives have merits and demerits.<br /><br />When talking about family brand, different products of the company are marketed under one brand name. It is convenient to adopt a family brand, for related products. Promotion of such products becomes easier and less expensive under a family brand. But the marketer in such cases has to ensure that all the products offered under the family brand maintain the same standards of quality. If one product in the group becomes a low quality product, it will affect the entire range of products covered under the family brand.<br /><br />Under individual brands, each product of the company is given an independent brand name. When an individual brand name is given for each product, there is no question of a composite responsibility. Under multiple branding, the same product is offered under different brand names. This is intended to achieve a greater degree of market penetration. Though the product is the same, different sales appeals are built around the different brands, thus maximizing the total sale of the product.<br />Tip! Brands are an extremely vital element in your product and corporate value proposition. With communications so pervasive today, corporate branding and product branding are becoming fused as one.<br /><br />Branding provides detailed information on Branding, Health Care Branding, Corporate Branding, Internet Branding and more. Branding is affiliated with Trade Show Promotional Items.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-90622357597445656432007-12-27T04:26:00.004-08:002007-12-27T04:29:31.774-08:00Hurricanes and Corporate BrandingNo businessman takes joy in making money on other people's misfortune such as a devastating hurricane during the 2005 Atlantic tropical hurricane season. However, a smart business or corporate image program which specializes in branding can actually make the most of it by putting their marketing efforts toward helping the local community that was devastated or destroyed by the damage.<br /><br />Most corporations that help people and those companies who help the community in their time of need are not often forgotten. It is the right thing to do from a business standpoint and from a moral standpoint. It is a good time to build corporate brand and give a little back to the community that has supported you throughout the years.<br /><br />In fact if you help them in their time of need they may just help you when the chips are down, when there is a market sector rotation in your industry or the economy is in a downturn. It is important to plan ahead for your business and the potential eventuality of a major category and catastrophic hurricane in your area.<br /><br />By thinking ahead and understanding your supply chain and your ability as a large company to do the most for the common good you'll find yourself able to increase sales and help people, while still building your brandname. This is fair for all concerned and build long-term brand loyalty. Please consider this in 2006 and do the right thing.<br />Tip! Corporate identity is just the glossy marketing façade. A strong corporate branding program ensures a consistent brand image and experience throughout an organization.<br /><br />Lance WinslowUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-78765058568610928192007-12-27T04:26:00.003-08:002007-12-27T04:27:37.009-08:00Branding StrategyBranding strategy is an important component of every business. Branding strategy is the most effective way to sell a product/service and to enhance the demand for a product/service in the market. Increasing competition in business develops similar products with good quality from different manufacturers. But an effective branding strategy only makes your business and products more popular. Branding strategy is usually designed and developed by the marketing department.<br /><br />An effective branding strategy can be achieved with a proper research of different kinds of needs and expectations of people who buy your product. Good branding strategies will involve your brand communications, analytical techniques, and creative positioning. Before getting into the process of brand building, various elements for branding your products/services would need to be analyzed carefully. These key elements come into play by means of an appropriate action plan. A proper branding strategy begins with analyzing various measurable advantages of your product over your competitors. This leads to the execution of an effective branding strategy for your product.<br /><br />Building a strong and unique identity is one of the most important procedures in creating a branding strategy. It includes unification of your brand, effective communication of your brand message, research methods, and various strategies. Internal branding helps to create a strategy within your business. This helps in developing your branding strategy in a much unique style. Brand targeting and positioning help you in defining things like your brand character, availability of your product in the market, and reputation of your product. All of these factors need to be taken into consideration.<br /><br />It is always recommended to keep track of the strategy in all stages. Measuring your brand always helps you improve branding strategy for your business. It includes tasks such as tracking and measuring of your brand initiatives, measuring their performance, managing the visual identity of the brand, and maintaining a corporate reputation. Creative advertising is a tricky way in developing a branding strategy. In general, an effective branding strategy helps your business attain more profit, while developing faster.<br /><br />Branding provides detailed information on Branding, Health Care Branding, Corporate Branding, Internet Branding and more. Branding is affiliated with Trade Show Promotional Items.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-44617626494930565192007-12-27T04:26:00.002-08:002007-12-27T04:27:14.129-08:00Branding Web Strategy Mistakes - Brand Identity Guru1. Lack of overall strategy and clear definition of success:<br /><br />Most people realize the need for a site, but don't understand what it can/should do for the company. And when they do have a goal, they don't measure it. We'll often ask people, "What are the objectives of your site?" Answers vary from "the site is supposed to provide information about our company and products", or "the site is supposed to effectively convey our brand to our audience". In actuality, those are very rarely the true objectives, but rather the means to accomplish one's objectives. A website's objectives will in most cases be to drive revenue or generate qualified leads.<br /><br />2. No integration with other marketing activities … the website is often on an island.<br /><br />Okay, so you have your URL on your stationary, collateral, etc. But very rarely is a website tightly integrated with other marketing activities such as direct mail and print advertising. Ideally, a company will drive prospects to specific URL's to accept an appealing offer that might have been presented in a direct mailer or advertisement.<br /><br />3. No Search Engine Positioning (SEO)<br /><br />In addition to the above point, very few companies have invested the proper time or effort into being effectively positioned in the major search engines. Once built, most people assume that the Search Engines are all rushing towards their website, blinded by an overwhelming lust to spider the new site. To their shock, they eventually find that while they want to be in the Search Engines, getting there is not an automatic process. Although Forrester Research tells us that 80% of all Internet users visit the search engines, our own research shows that fewer than 10% of companies have done anything to position themselves effectively. Usually, there are excuses for lack of search engine marketing... most commonly, "we don't really feel that our particular audience would be looking for a solution in the search engines".<br />Tip! This may add to your daily to-do list, but don't despair. Your eBranding strategy will pay off with BIG returns from the investment of your time.<br /><br />4. No Strategic Capture of Prospect Data<br /><br />We always ask if companies are capturing strategic data from prospects that visit the site and hear "We have a Contact Us form." When is the last time you filled out a Contact Us form? Contact forms are not strategic. Case studies, white papers - use anything you can to get the prospect to ask for info - then nurture them over time if they aren't sales ready today!<br /><br />5. Misconceptions Based on People Using Themselves as the Focus Group<br /><br />Remember, it's not your individual opinion that should drive the creative design for the website. The website should be created for the customer in mind. A site should have some unique flavor, and personal preferences aren't completely disregarded. But we must conform to some standards of usability and habits, and be creative around them.<br /><br />6. Lack of Ongoing Activity Analysis<br /><br />Website log files contain a tremendous amount of data. Usually, too much for a typical marketing person to have time to analyze. As a result, key metrics are rarely defined, and no data ends up being monitored and analyzed. Do you know the definitions of the most common metrics any web manager should be looking at? (Visits, page views, visitors, hits)<br />Tip! Several branding consultants offer state-of-the-art services that include consulting for business development and branding, tuning, product branding, or re-branding your corporate identity. Branding is a positioning strategy that involves architectural strategy, effective brand identity, and popular brand names for a successful branding strategy.<br /><br />7. No Content Management System<br /><br />There is no reason to have content that is outdated and stale. A content management solution can be implemented very affordably and allows a company greater control over their site. It allows non-technical people the ability to control content. Most good sites today are built with a content management system.<br /><br />8. The Neighbor's Nephew as Web Strategist<br /><br />"I realize that we're a $50 million company with hundreds of customers, but I really think my neighbor's nephew who just finished a web course can handle our company's web strategy. The old adage "You get what you pay for" holds very true on the Internet. Experience, expertise and customer service are the value propositions a consultant/developer should bring to the table.<br />Tip! Absolutely not. While your USP (Unique Selling Position) might be used to help convey your brand, it is not - in and of itself - your complete branding strategy.<br /><br />9. Focusing Too Much on the Technology<br /><br />Websites are not technology - integrating them with CRM or ERP systems are very technical issues and should be treated as such. But building a website is a function of marketing. In today's world, a website is a marketing tool - whether it be a lead generation tool, sales support tool or a client extranet. Once you know what kind of server environment and language you will be building in, there are few technical issues that will be popping up.<br /><br />10. "We don't believe in requesting data from visitors, or using it for e-mail marketing." "People are getting enough spam, we don't want to annoy them even more."<br /><br />If your site does not attempt to capture the name of an interested, qualified visitor, then what is it really doing? Being prompted for a small amount of information in order to receive some valuable offer in exchange does not annoy people. (In fact, many of our clients have seen increased leads after implementing some registration processes). Furthermore, opt-in e-mail marketing (to those who gave you permission to send information occasionally) will not be viewed as spam, and will, in most cases, generate higher response rates than seen with any other marketing activity. Response rates to opt-in e-mail marketing in the range of 10% - 30% are not unheard of at all.<br />Tip! Logo design is an absolutely indispensable part of corporate branding strategy and should always be assigned to professional logo designers. A professional logo designer is not just a graphic designer but he should also have ideas about branding and positioning of business.<br /><br />Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.<br /><br />Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.<br /><br />This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.<br /><br />Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.<br /><br />Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-29305019359300692942007-12-27T04:26:00.001-08:002007-12-27T04:26:40.044-08:00Is Branding a Legitimate Internet Marketing StrategyInternet marketing is all about hard results, not generic concepts of branding. Still, there are ways to go about branding your product or service on the net without spending a fortune.<br /><br />Branding refers to the vague notion of creating an identity for a product, service or name with consumers. The classic example, of course, is Coca Cola. Being first on the scene, the company has been able to create such a strong name brand that most people use the word "coke" instead of soda when ordering. This is true even when they prefer Pepsi. In the world of marketing, we all bow before the marketing team that accomplished this branding. The Internet, however, is a different beast. That same marketing team would be crushed if they went after a similar strategy on the net.<br /><br />The Internet is so large that branding is an expensive and difficult goal unless you are the first major presence in a niche. Sites like EBay and Amazon were the first major money players in their fields, giving them a huge advantage over subsequent competitors. Unless you are coming to a field with a lot of money and no current dominant site, your branding efforts are going to meet with failure or limited success at best. If you want to stick with it, the only cost effective and ultimately successful strategy is to pursue a width search engine optimization campaign.<br /><br />Search engine optimization is simply an effort to get pages on your site ranked high in search results on the three big search engines - Google, Yahoo and MSN. To establish your brand, the best Internet marketing strategy is to identify every single phrase your prospects use to find services or products in your business area. You then build optimized pages for every single phrase and get them ranked.<br />Tip! ACTION ITEM: Take a good look at your company and product/service strengths. Determine your primary strengths and benefits and then make sure your branding strategy (marketing materials, advertising, sales, customer services, logo, etc.<br /><br />This strategy has two benefits. First, it will produce free traffic to your site. If you build 200 pages and each gets 50 visitors a day, your site will receive 10,000 visitors a day. The second benefit is your brand becomes established. Regardless of what the prospect searches for, they keep seeing your site. This creates both recognition and credibility with the prospect as they tend to equate high rankings with quality. As they visit your site over and over, they will also become readily familiar with your unique selling position as presented on the site.<br /><br />If you want to establish a brand, avoid wasting your money on banners and such unless you are in a niche that isn't dominated by any single site. Instead, use the width search engine optimization tactic to establish your site and pick up free traffic.<br /><br />Halstatt Pires is with MarketingTitan.com - Internet marketing firm in San Diego. Visit us to read more about a Internet marketing articles and a branding goal - Internet marketing strategy.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-15994640886608988212007-12-27T04:25:00.000-08:002007-12-27T04:26:21.143-08:00Branding Strategy - Brand IdentityToday, 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 clothing<br /><br />But 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.<br /><br />Smart Branding is about having a clear point of view on what an organization is about and how it can deliver a thoughtful and unique experience to its customers. Then, the execution is about organizing all products, services, and corporate operations around the customer, to close the gap between the promised and the delivered brand experience.<br /><br />For example, Staples, an office-supply retailer in the US, aims at making the purchasing experience easy, as communicated in its trademarked slogan "that was easy." In practice, it may mean training the front-line personnel in customer service processes (e.g., how to minimize issues during check-out), designing the website for instant product reviews and actual delivery time, and scheduling fast delivery of orders and pick-up of returns. All those organizational aspects thus reinforce each other and converge to the same strategic objective.<br /><br />Approach branding as a business strategy, is to view how all products, services and interactions with the consumer under the brand name become building blocks of bedrock of trust derived from their customers' experience; For instance the iExperience that the iFamily of Apples' iProducts deliver to its iFanatics.<br /><br />To be successful, Smart Branding has to be seen as an important part of the corporate strategy, something that will deeply influence the entire organization. That's why Smart Branding initiatives need to be aimed not only to the external costumer but also has to be directed to the inside of the organization, transforming the figure of the CEO into the brand champion who drives the brand and everyone in the organization; Think Howard Schultz, Steve Jobs or Richard Branson<br /><br />To truly become and act as The Brand champions, CEO's need to take all their decisions based on three premises:<br /><br />1. The brand is the most important organization asset<br /><br />2. The most important source of income is the customer, and<br /><br />3. Branding is about business planning.<br />Tip! Several branding consultants offer state-of-the-art services that include consulting for business development and branding, tuning, product branding, or re-branding your corporate identity. Branding is a positioning strategy that involves architectural strategy, effective brand identity, and popular brand names for a successful branding strategy.<br /><br />These three premises will help CEO's follow the most important rule of the marketing game: If you don't sell, you aren't in business.<br /><br />This CEO level approach to branding, allows brands to have an aided recognition that can result in premium pricing and extension opportunities, which ultimately will increase customers' loyalty. It also provides management tangible metrics to assess initiatives, which eventually can be transformed into tangible brand equities.<br /><br />Scott White is President of Brand Identity Guru a leading Corporate Branding and Branding Research firm in Boston, MA.<br /><br />Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.<br /><br />This Article may be freely copied as long as it is not modified and this resource box accompanies the article, together with working hyperlinks.<br /><br />Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.<br />Tip! Logo design is an absolutely indispensable part of corporate branding strategy and should always be assigned to professional logo designers. A professional logo designer is not just a graphic designer but he should also have ideas about branding and positioning of business.<br /><br />Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Franklin Sports and many others, including numerous emerging growth companies.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-24476885738672074572007-10-29T12:31:00.001-07:002007-10-29T12:31:25.058-07:00The Art of Self BrandingHow executives, salespeople and professional of all types can use personal branding to be more effective and successful.<br />You have permission to publish this article electronically, in print, in your ebook or on your web site, free of charge, as long as the author bylines are included.<br /><br />The Power of a Self Brand<br /><br />By Catherine Kaputa<br /><br />Today, branding isn't just for companies, Hollywood celebrities, or highly-paid athletes. People in all walks of life are starting to use personal or self branding to get ahead in the game of life.<br /><br />The single factor that often explains the difference between a professional who is competent and doing okay and one who earns a significant income and generates lots of business is self branding.<br /><br />Self branding defined: Self branding is a strong personal identity based on a clear perception about what you stand for, what sets you apart from others, and the added value you bring to a job or situation.<br /><br />Your self brand is the sum total of other people's feelings about your attributes and capabilities, how you perform, even their perceptions about what you are worth.<br /><br />To brand or not to brand? Many people think that if they do a good job, their career will go fine. But no matter how secure your position seems to be, you are in competition with more people than you think.<br /><br />To some people, branding may seem manipulative or phony. "I'd just rather be myself," they say, "to with the flow and see where my career takes me." Or, the familiar line, "I'm not good at marketing myself."<br /><br />If you don't brand yourself, others will. The fact of the matter is you're giving the power to other people to brand you if you don't do it yourself.<br /><br />Let me give you an example. A new client came in who was fuming because of the way another executive introduced her at a conference. He branded her as the company's direct mail maven. That may have been the way she started out at the firm, but not quite how she saw herself now.<br /><br />Self brands are created not born. Branding is mainly a process of analyzing a product in relationship to a market and figuring out how to maximize the brand's potential. Branding is creating an asset out of something. It is a matter of satisfying a market need in a different way. And figuring out a plan of action - the marketing plan - to build awareness and trial of the brand.<br /><br />Launching a person on a drive to become a successful personal brand is essentially the same process. It is a conscious strategic process, a branding process, a process that Hollywood celebrities and high profile athletes have been using for some time.<br /><br />The Self Brand mindset: Self branding means looking at yourself as a marketer would look at a product that he or she wants to make a winning brand. You don't think of yourself as an employee even if you work for a boss. You think of yourself as working for yourself marketing the brand, You.<br /><br />The first thing a marketer does is analyze the market and the product to understand what the opportunities are, what the threats are. What are the current conditions? What are the assumptions about the future? What problems need to be solved? What needs aren't being met?<br /><br />Act like the marketer of the product: You. In personal branding, after analyzing the market, you do a self audit. What are my strengths and weaknesses? How does my brand compare with the people I am competing with?<br /><br />You focus on key attributes and resources that differentiate you. Skills, abilities, even personality traits you have that are a solution to a market need. Then you adopt what Theodore Levitt called "the marketing imagination." You build a personal brand identity that is different, relevant and adds value.<br /><br />Plan to dazzle: write out a marketing plan. I often work with clients to develop a formal marketing plan that lays out a personal brand strategy and action plan. It is often in the writing that new creative options come to light.<br /><br />It is important to set personal brand goals with a specific time frame and plan of action for achieving the goals. So just like a marketer would, you write down personal marketing activities to achieve your goals. And, of course, you execute the marketing plan. You can't get to where you want to go unless you plan it and then do it.<br /><br />The final step is measurement. You assess your effectiveness. How is my "portfolio" different now than it was last year? What new projects did I take on? How did I expand my network? What new learning did I acquire? If something isn't working, you change trains. Branding is a dynamic process that offers the greatest rewards to the receptive individual.<br /><br />Thinking and acting like a brand can create and maintain demand for your most important product - you.<br /><br />Copyright 2003 All rights reserved.<br /><br />About the Author:<br /><br />Catherine Kaputa is a personal branding strategist, seminar leader, speaker and coach who works with executives, entrepreneurs and others who are good at what they do, but want to use branding to be more effective and successful in their lives. Visit www.selfbrand.com or catherine@selfbrand.com<br /><br />About the Author<br /><br />Catherine Kaputa is a personal branding strategist, seminar leader, speaker and coach who works with executives, entrepreneurs and others who are good at what they do, but want to use branding to be more effective and successful in their lives. Visit www.selfbrand.com or catherine@selfbrand.comUnknownnoreply@blogger.com0tag:blogger.com,1999:blog-1280728443772244002.post-20651050452217372602007-10-29T12:30:00.000-07:002007-10-29T12:31:08.855-07:00Personal Branding TechniquesA key principle of marketing is to find something unique about what you offer as the basis of your sales message. Even if what you offer is a commodity, there is always one thing unique in your business -- you. A big error made by many Real Estate Agents and Brokers is to try to develop an institutional image like most big companies. People do not like to do business with institutions; they like to do business with people. In advertising terms, branding is the "image" created in the minds of people when they see or hear a name, product or logo. Companies invest a lot of money in creating and maintaining their brand, but the Internet has sparked a new trend called "Personal Branding". Personal branding isn't only important for promoting a product, business or political cause, but also for promoting yourself for advancement within your own organization. It involves developing your personal reputation. Branding can be done to any product, or any person. Before undertaking an exercise in personal branding, however, consider your distinctive strengths and abilities and what they offer the market place. Traditionally personal branding was for sporting celebrities who gained enormous coverage and following through their sporting prowess. Movie stars have also had celebrity status and association since movies began.<br /><br />A personal brand is about creating strong, favorable associations in the minds of people that you encounter. If you don’t actively do this, they will still make associations. Therefore, it may be better to be proactive and undertake the branding exercise for yourself, you cannot control what they think but can give them some information to assist with the associations.<br /><br />WHY BRANDING OURSELVES?<br /><br /><br /> * Places you in a leadership role<br /><br /> * Enhances prestige<br /><br /> * Attracts the right people and right opportunities<br /><br /> * Adds perceived value to what you are selling<br /><br /> * Earns recognition<br /><br /> * Associates you with a trend<br /><br /> * Increases your earning potential<br /><br /> * Differentiate yourself from the competition<br /><br /> * Position your focused message in the hearts and minds of your target customers<br /><br /> * Confers top of mind status<br /><br /> * Increases authority and credence of decisions<br /><br /><br />HOW DO WE BRAND OURSELVES?<br /><br />Like any branding exercise, the key to personal branding is having a good product, one which you understand and pitch to the right market. The first step in personal branding is knowing who you are, find out what strengths your brand possesses and how these strengths can help you. Personal branding is not about presenting a façade to the public; a poor product will not stand up to market scrutiny. This is also a choice of brand elements, people you deal with, the look that you have, and how you conduct yourself. Once this has been done, determine what you are going to offer. As a product what do you do, what need does the product of you satisfy in the market. Next figure out the position you will take in the audience of your mind. What unique space do you wish to occupy and what unique associations do you want people to recall when they think of you? Finally, once you have established the first three steps, manage your brand over its lifecycle. That is keep visible, be consistent and be yourself. According to Montoya, the well-known personal branding guru, the key to managing your personal brand is word-of-mouth (WOM), the most trusted form of communication.<br /><br />How does one go about building a personal brand? Recognize your personal strengths and gifts! Think about how you best connect with people, consider what your target audience needs and wants, identify the value you deliver to meet those needs and wants, and communicate in a way that reaches your constituents in their hearts and minds and via the channels that work best for you<br /><br />Functional associations are important such as timeliness, quality, dedication; as are emotional associations like inspiring, leadership, being an innovator.<br /><br />The three C’s of personal branding are clarity, consistency and constancy.<br /><br />Clarity deals with being honest about yourself and your strengths and promises of value attached to your personal brand and being clear in the way you communicate them. Often, for simplicity, you must focus on one or two aspects that are most vital and focus on communicating them. Think about the things you associate with prominent artists or mangers, and they are unlikely to be complicated.<br /><br />Consistency is keeping things consistent for the customers. This does not mean staying stuck in the past, but just not undertaking drastic changes. Coca Cola have had a consistent message for 50 years; the message evolves continuously and is not stagnant but is consistent. Artists like Madonna change every three or four years, but there is a consistency to the change.<br /><br />Constancy means being visible with your brand and maintaining an on-going level of awareness in the marketplace. Oprah Winfrey is visible constantly, and although most of people do not have the visibility or exposure of Oprah, they can still be visible in a smaller audience. There is no point trying to build a brand image quickly to coincide with a new exhibition or performance you may have coming up – brands take time to build in consumers minds.<br /><br />A FREE PERSONAL BRANDING TOOLKIT FOR REAL ESTATE PROFESSIONALS<br /><br />NetReal.net, a company noted for its template-based Real Estate Web design solutions, offers a Winter Holidays Gift for Real Estate Agents and Brokers – the Personal Branding Toolkit: http://www.netreal.net/personal_branding.php The Personal Branding Toolkit contains the “Essential Marketing for Real Estate Professionals” ebook and 17 Real Estate Reports and the tools to personalize them with your name, contact info and photo.<br /><br />NetReal’s editorial team put together the top 25 highest- rated Real Estate marketing articles of 2004, and created a must-have e-book - “Essential Marketing for Real Estate Professionals”. The ebook covers Marketing 101 , Network marketing, Personal Marketing, Customer acquisition and retention, Telemarketing & Direct Mailing, E-marketing. You can personalize this e-book with your data and send it to your contacts, absolutely free of charge. This is a great way to offer a helpful gift to your colleagues and partners.<br /><br />The “17 free Branded Reports” allow you to create your own branded Real Estate reports (for buyers, sellers, investors, movers) with your contact info and photo/logo and an exquisite design. Distribute them to your prospects or clients as e-docs or printed materials, or upload them on your website. Show your professionalism with these great tools to acquire new clients.<br /><br />The Personal Branding Toolkit for Real Estate Professionals (http://www.netreal.net/personal_branding.php) is free for everyone.<br /><br />Dan R. Vella is marketing editor for NetReal.net. NetReal.net (www.netreal.net) is a privately-owned company providing real estate web sites and marketing solutions for real estate industry, focusing especially on the low-cost end, and empowering the real-estate agents through the use to Internet technologies with the most affordable costs.<br /><br />webrealtor@gmail.comUnknownnoreply@blogger.com0