In terms of branding, companies need to learn to run at the same pace internally as well as externally. Building a truly world-class brand requires that the company makes sure that all of its internal processes, practices and symbols, fit its brand values. If the company’s brand is playing the role it should in creating value for the company, it should be viewed as a simple cohesive framework for organising all of the internal practices and processes and making sure they work towards creating the desired customer experience.
Succesfull companies do not see one single department as custodian of the customer relationship and do not rely only on market reasearch data to get to know their customers. They seek a better understanding of customer’s values, and the ways to customer relates with their brand. Then, they seek to spread this understanding at an intuitive level throughout their organisation. They build a shared understanding of the desired brand experiece and how it delivers value to the customers, emphasise trust among employees and what people must do not what people must not do.
TippingSprung, a Manhattan-based brand consultancy, observed that few regular surveys focus on trends in brand naming. Consulting with a panel of branding experts, TippingSprung designed a brand-naming survey to help answer key questions: Which names are most popular? Which are most effective? What are some of the major trends in brand naming today?
Results from TippingSprung’s first annual survey of brand names revealed the top brand names in a number of key categories. Major trends in brand naming were also uncovered. The survey focused on names and products that had been released within the prior 18 months.
Choosing a name is one of the most important decisions a company can make when launching a brand. While packaging, taglines, or even product formulation can change on a regular basis, the name is the one element of the brand that remains constant.
said Martyn Tipping, president, TippingSprung.
Rebranding, is the process by which a product or service developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This may involve radical changes to the brand’s logo, brand name, image, marketing strategy, and advertising themes. On the other hand, it might involve merely superficial changes. Rebranding can be applied to either new products, mature products, or even unfinished products as well as to the corporate itself. (source Answers.com)
Some re-branding exercises have been evolutionary, developing over time and in response to feedback and change in business requirements. But also, a lot of re-branding efforts fail, and fail expensively. Why is it that while some re-branding exercises succeed, others are left licking their wounds? The main reason for failure stems from the complexity of the task. Companies often jumps unprepared into an ill-conceived consolidation, leaving customers puzzled and business associates confused.
No one wants to believe the need for their services will become obsolete. Whether business is booming or tough times are looming, branding can position you in the hearts and minds of your clients so you stand out and are remembered longer. It’s the most important form of insurance an entrepreneur can have.
By defining and promoting yourself in a way that makes you rationally and emotionally appealing to a targeted demographic by filling a specific need for them, the demand for your services will never expire.
[tag]Personal Branding/tag] works whether you are a professional ready to catapult to the next level in your career or an entrepreneur embarking on your first business venture.
In all aspects of business, and branding makes no exception, are influenced nowadays by the trend of customization and personalization. Both are now hard to avoid and they are shaking hands with the new technologies.
The basic concept of branding will definetly remain unchanged — to create an emotional attachment between the consumer and a product — but the near future (or should I say present?) will demand from branding to adapt to consumers high demand for specialized – peronalized – customized products.
The new technologies are changing the way consumers interact with companies, or with other consumers for that matter, exchanging views, complaints, opinions and comments about products and services, about brands, about companies, about YOUR company.
For any company, branding is critically important it reflects and shapes relationships with its stakeholders customers, media, investors. Branding could mean the difference between success and failure. Just found an interesting article from author of author of Asian Brand Strategy: How Asia Builds Strong Brands, Martin Roll presenting 10 crucial steps for succesful corporate branding strategy:
A brand is state of mind, a mental image that consumers have based on experiences with a company and its products. Successful branding is a process to determine how you can create your own state of mind with customers, and how that can drive growth — the ultimate reason for a brand.
Branding as a topic today is filled with clichés and buzzwords that can sometimes trivialize the real advantage of having a good brand. A brand is more than just hype communicated with heavy spending on advertising and promotion. That just creates awareness, which helps but being well known isn’t enough.
Just found an interesting report published in February by European Management Journal on a pretty hot topic nowadays: Employer Branding.
One increasingly important claim for contributing to sustained corporate success is to build bridges between the HR and the marketing function and to draw from its literature and practice on branding. Thus building, or just as often defending, a brand has become a major concern of organizations in all industries in the private sector. In addition to the for-profit sector, increasingly public sector and voluntary sector organizations are coming to realise the importance of branding, investing significant resources in building brands and trust relations with their clients and customers.
Successful brands are built on the twin foundations of awareness and relevance. If target audiences are not aware of you; if they don’t notice your message in the cacophony of messages they receive each day, then you will never have a chance to be relevant. And if they become aware of you—if you capture their attention—and fail to deliver relevance,then they will learn to ignore you. The seven-steps branding strategy outlined here will help provide the structure you need to assess and develop relevance and create awareness.
In a world full of confusion and contradictory messages, effective identity and brand can be the reasons why a consumer chooses one product over another. Market and production departments often pull in opposite directions. The competitive power of most companies are decreased because their [tag]corporate identity[/tag] is insufficiently defined.
Identity can be defined on two levels.