BRANDING RULES !! 1 2 3 GOooo
To achieve optimum advantage when deciding on a brand, you must take in to account the consumers perspective, well recognized brands make shopping easier ,buying a car for example, it would be impossible if consumers had to evaluate the disadvantages and advantages of each of the tens of thousands of cars every time they went to a car dealer.
DECIDE ON YOUR PROMISE
DECIDE HOW TO BEST REPRESENT THAT PROMISE
BRANDS DO HAVE SYMBOLISM, HOWEVER
PROMISES AND SYMBOLS REQUIRE REPETITION
GROW AND ADAPT
Keep It Simple: one big idea is best.
Mass-produced word of mouth (PR) builds brands.
Focused brands are more powerful than diffused brands.
Somehow, some way, you have to be different.
The first brand in a category has a huge advantage.
Avoid sub-brands at all cost.
Quality is important, but not as important as the perception of quality.
Be consistent and patient. Building a strong brand takes time.
Put your brand definition in writing, otherwise you'll get off course.
Your brand is your business model
Consistency, consistency, consistency
Start from the Inside out
Connect on the emotional level.
Empower brand champions
Stay relevant and flexible
Align tactics with strategy
Measure the effectiveness
Cultivate your community
Keep your enemies closer
Practice brand strategy thinking
Champion your brand
Use your imagination
Branding is about the totality of a customer's experience
Brands are people.
Brands last forever, if managed correctly
Brands are best communicated implicitly
As brands are people, they can be analyzed like people
Branding is, above all and foremost, a discipline. It is a thought process, an idea, a personality. It is a concept that transcends the physical, visual and emotional.
Branding is a relationship, and a foundation stating who you are, what your business is, what you offer, and how you are and should be perceived.
Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these components don’t consistently reinforce your brand, customers will become dissatisfied. The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your company in the market, that in turn could lead prospective customers, employees and investors to pass on your organization. On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.
Design Your Cash Flow Map”
Build Your Social Media Following
Create Content
Drive Traffic
Build Relationships
A major part of creating a brand for your business is convincing potential customers that your products and services are the cream of the crop, either because they are the best value, the best quality, or because there is some unique and rare quality that can only be acquired by purchasing your "one of a kind" "real deal" "genuine article" branded product. However, just because you say so is generally not going to be enough, you have to be prepared to prove what you claim, and stand behind your proof. Branding is all about the customer's perception of quality and value. You create a brand by creating the perception that yours is the best quality, value, degree of reliability, or the most unique.
The true colors of Branding
Let’s now simplify things and distinguish between two kinds of customers.
Price Buyers
Brand Buyers
However, this is not as simple as it may seem: a price buyer in one market may become a brand buyer in another market. Basically, price buyers base their purchasing decisions on price and function. Brand buyers, on the other hand, seek a specified quality, security and certain values. The ultimate aim of a brand buyer is always “added value”.
To achieve optimum advantage when deciding on a brand, you must take in to account the consumers perspective, well recognized brands make shopping easier ,buying a car for example, it would be impossible if consumers had to evaluate the disadvantages and advantages of each of the tens of thousands of cars every time they went to a car dealer.
DECIDE ON YOUR PROMISE
DECIDE HOW TO BEST REPRESENT THAT PROMISE
BRANDS DO HAVE SYMBOLISM, HOWEVER
PROMISES AND SYMBOLS REQUIRE REPETITION
GROW AND ADAPT
Keep It Simple: one big idea is best.
Mass-produced word of mouth (PR) builds brands.
Focused brands are more powerful than diffused brands.
Somehow, some way, you have to be different.
The first brand in a category has a huge advantage.
Avoid sub-brands at all cost.
Quality is important, but not as important as the perception of quality.
Be consistent and patient. Building a strong brand takes time.
Put your brand definition in writing, otherwise you'll get off course.
Your brand is your business model
Consistency, consistency, consistency
Start from the Inside out
Connect on the emotional level.
Empower brand champions
Stay relevant and flexible
Align tactics with strategy
Measure the effectiveness
Cultivate your community
Keep your enemies closer
Practice brand strategy thinking
Champion your brand
Use your imagination
Branding is about the totality of a customer's experience
Brands are people.
Brands last forever, if managed correctly
Brands are best communicated implicitly
As brands are people, they can be analyzed like people
Branding is, above all and foremost, a discipline. It is a thought process, an idea, a personality. It is a concept that transcends the physical, visual and emotional.
Branding is a relationship, and a foundation stating who you are, what your business is, what you offer, and how you are and should be perceived.
Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these components don’t consistently reinforce your brand, customers will become dissatisfied. The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your company in the market, that in turn could lead prospective customers, employees and investors to pass on your organization. On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.
Design Your Cash Flow Map”
Build Your Social Media Following
Create Content
Drive Traffic
Build Relationships
A major part of creating a brand for your business is convincing potential customers that your products and services are the cream of the crop, either because they are the best value, the best quality, or because there is some unique and rare quality that can only be acquired by purchasing your "one of a kind" "real deal" "genuine article" branded product. However, just because you say so is generally not going to be enough, you have to be prepared to prove what you claim, and stand behind your proof. Branding is all about the customer's perception of quality and value. You create a brand by creating the perception that yours is the best quality, value, degree of reliability, or the most unique.
The true colors of Branding
Let’s now simplify things and distinguish between two kinds of customers.
Price Buyers
Brand Buyers
However, this is not as simple as it may seem: a price buyer in one market may become a brand buyer in another market. Basically, price buyers base their purchasing decisions on price and function. Brand buyers, on the other hand, seek a specified quality, security and certain values. The ultimate aim of a brand buyer is always “added value”.