Entrepreneurial Branding

Entrepreneurial brand building is an area of study in its infancy. The nature of entrepreneurship which typically implies serious limitations on the availability of resources suggests that entrepreneurs need to take an unconventional approach to brand building.

When an entrepreneur brands his or her product, business or concept, inadvertently the entrepreneur himself often becomes associated with that brand.

Basically the decision is to determine which company relies most on you personally for its brand recognition.
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Re-Branding and Employees Engagement

Continuing the engagement of the employees in internal branding, October issue of HRMagazin is running an extensive material on internal branding and its importance for the success of any re-branding efforts .

As the people who deliver the brand promise are employees, making sure they understand and can deliver the brand to customers is vital—especially for companies within the service industry, where the relationship between employees and customers essentially is the product the company sells.

Re-branding takes time. The planning process that produces a new brand can take as long as two years. Educating employees about the new brand, and its implications on the company and their work, can also last years. That effort typically starts several weeks to several months before the new brand is unveiled to customers and continues after the official unveiling to external audiences.

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Branding News Roundup – 02/13/06

Maslow and Branding: Esteem

So yes, this really is all about ego. We don’t like to admit that we need our ego stroked, that we want to be recognized and feel important. But hey, it’s a fact AND it’s a huge motivator for purchase (like L’Oreal’s tag line: “It’s more expensive, but I’m worth it.”) Obviously all fashion, cosmetics, car companies, etc. are playing on Esteem, but as you can see from the above examples, any company can meet this need.

Re-Branding…

When re-branding ourselves – our organizations – we are making a declaration to be free of attachment to the comfort of the known. Free of the comfort of the predictable. We as organisms – be we individuals or organizations – seek stasis; predictability; comfort. The great trap of the human condition is a striving for comfort. As managers we organize work processes to gain as much predictability as possible. We become slaves to our forecasts and plans.

Coloring Your Brand Perception

Brands are defined by the perceptions and experiences that someone has with a company product or service, what it looks like, what it sounds like and how it acts. One element in shaping an image is the use of color. Although color alone does not establish your brand it is one element that effects consumers emotions, behaviors and perceptions in relation to your company, product or service. In designing it is important to pick the right colors for the right effect to help reinforce the brand. A good place to start is to recognize the product or service being advertised, the target market, and the desired reaction and response of the consumer.

Olympic strategy key to branding gold

How companies try to get the most from the Games is a sport all in itself. While some companies pay hundreds of millions of dollars for rights to the rings, marketers say there’s more than one way to play the sponsorship game around the Olympics.

Visa Re-Branding – Life Takes Visa

Visa today unveiled its first new branding direction in 20 years, according to Suzanne Lyons, its executive vice president and chief marketing officer.

The tagline, ending the decades-long reign of “It’s everywhere you want to be,” is “Life takes Visa,” Lyons said. Although the tagline was used in the last couple of years in English-language communications in Latin American countries (actually Visa is using 5 different taglines for 6 different regions of the world – more here), TBWA\Chiat\Day decided to go with it and start promoting it next week during the Winter Olympics Openning ceremony.

The new brand campaign is the latest in a series of milestones marking Visa adapting its brand to its corporate evolution, with recently introduced new governance structure; new brand architecture, including a new logo and a new card design. More about the new branding campaign here: http://www.visa.com/advertising.