Tag: personality

Seven Branding Secrets

In today’s competitive business climate it is important to differentiate your brand. A sound investment is defining and communicating what is truly special about your business. Your brand will bring you the success of your business and financial results through loyal and happy customers. Your brand will tell the world why they would be crazy not to do business with you.

Here is an interesting list, Michele Schermerhorn President of Online Business Institute Inc. has put together:

  1. Know Your Customers Better Than You Know Yourself
  2. Understand Your Competitive Environment & Competitors
  3. Define Your Brand Personality
  4. Make A Brand Promise
  5. Define Your Brand Strategy
  6. Identify Your Branding Game Plan
  7. Be Consistent in Action

Now, the second point is not the most commonly use when setting-up such branding rules lists, but I find it very true and usefull: Continue reading →

Posted on by Daniel

23 Elements of a Healthy Brand

A healthy strong brand has definitely has some other attributes than the best or the biggest. A healthy and a strong brand generates also more results than just bigger sales. A healthy strong brand sustain a product over time through consistency, excellent communication, providing value to its target customers. These and much more.

Here is a checklist of 23 brand health criterias as presented in Peter Cheverton’s excellent book Understanding Brands (Creating Success):

  1. is based on a proposition of genuine substance and value to the target customer
  2. communicates a clear and powerful brand definition
  3. communicates a clear ‘emotional charge’
  4. communicates an attractive and relevant personality
  5. wins, builds and retains customer loyalty
  6. is well known by the target customer
  7. is held in high esteem by the target customer
  8. communicates and evidences a unique match between the company’s capabilities and the customer’s needs
  9. is a source of competitive advantage
  10. is an investment of increasing value that others will want to own
  11. maintains its relevance over time by evolving in response to changing customer expectations and perceptions
  12. increases the profitability of the business is consistent with the business strategy
  13. makes sense within the business’s brand architecture
  14. provides a protective ‘halo’ for growth strategies
  15. provides a barrier to entry for new entrants or substitutes
  16. is uniquely positioned in the market and creates a relevant space in the customer’s mind
  17. communicates and demonstrates a clear sense of value
  18. interacts consistently with the customer on as many fronts and on as many occasions as possible
  19. cements the brand definition into the customer’s mind through interactions and positive associations
  20. is managed and supported consistently over time
  21. has values that can be applied consistently and successfully to all parts of the marketing
  22. mix and through all promotional media
  23. makes people want to get their hands on it
Posted on by Daniel 4

Corporate Identity and Six Steps to Improve It

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.

Continue reading →

Posted on by Daniel

Sucessfull Online Branding

Web presence is nowadays essential part of the branding process. That’s because the Web is equally a:

  • Communication medium that conveys image. To take advantage of the inherent strengths of the Web — potentially endless depth and two-way communication — sites must provide content and function that support Brand Image. For example, to back up Apple’s claim to “lead the industry in innovation,” its site must describe the innovative aspects of Apple products and provide standout function like a best-in-class configurator. To reinforce multichannel marketing campaigns, sites also need elements like language, imagery, typography, and layout to be consistent with both the intent of the positioning and the style of ads in other media.
  • Delivery channel that enables action. Sites don’t just appear before customers the way television ads do. If a customer sees a home page, it’s because she typed a URL or clicked a link — and that means she arrived with goals like finding specific information, making a purchase or getting service. To avoid frustrating and annoying her — a bad way to build brand — sites must supply the content and function she needs to achieve her goals. For example, customers looking for a low-cost American Express card need content that includes annual fees and APR plus function that lets them apply online. Sites also need navigation that makes it easy to find the content, and they need presentation that makes it easy to consume the content.

Continue reading →

Posted on by Daniel