|Mikono.com - Branding resource by Mikono.|
Brand Value Plan - Brand Identity Guru
Developing brand value is critical to every organization and when professionally executed, delivers a clear and measurable competitive advantage to your firm. It does so by helping you establish a positive connection and value-relationship with your customer, which, over time, will build brand equity and increase brand value.
Once this value-relationship is established, both internally and externally, it can be measured, monitored and enhanced periodically, as needed, to strengthen your brand's effectiveness and increase your bottom line. Whether you're building a new brand or energizing an existing one,developing brand value maximizes the value-relationship between corporate profitability and the perception of your brand.
The first step in the fine art of branding
Customers factor brands into every purchase. The stronger the brand, meaning the clearer the position it occupies in their minds, the more value it has and the more likely they are to choose it - again and again. The goal is to get them to choose your brand over your competitions. And that's where a strong brand value can help.
I recommend an in-depth assessment, a strategic survey used to determine the state of your company's brand. It helps you discover key elements important to satisfying your customer base utilizing brand research findings. The assessment provides a foundation upon which to develop the best model for customizing your brand communications master plan.
The Assessment allows you to accurately measure the present effectiveness and value of your brand. It establishes brand value as a benchmark for future enhancement. How? By zeroing in on which qualities and attributes of your products, services and company make you different from your competition. And, how well they are perceived in the market. It helps you modify and align products, positioning messages and communications with laser point accuracy on your customers' specific needs and wants.
The Assessment is really a personality profile of your brand. It describes your good points, but more importantly, highlights where you are weak. It does so by using a system of inter-related measurements to gauge brand perceptions and effectiveness.
Using a grading scale of 1-10, the assessment can test vital aspects of your brand as it relates to:
? Products or services
? Target markets
An assessment conducts interviews with management, marketing, sales and other key employees. It will uncover segments of company operations that can do more to nourish the brand, helping you pinpoint areas ripe for improvement. The external research of an assessment includes surveys with clients, prospects, vendors and key industry personnel. It will conduct a "competitive analysis" which tells you how targeted audiences see you, your products or services and how you stack up against the competition.
After your assessment is complete tabulate the results and ask for a customized Brand Analysis Report. These are usually very informative. Often revealing. Only after analyzing all the essential components of the branding assessment can information be provided. This detailed document shows exactly where you can improve.
The Brand Plan
How your brand can become a work of art
Your brand is your company's power base, its number one asset. Developing a Brand Plan is designed to ensure that your company delivers on its brand promise. It provides companies with a guidebook for continually building, measuring and enhancing brand value and helps you achieve clarity of branding focus and direction.
First, I recommend an Assessment to find your brand's present position and value. Then I recommend developing The Brand Plan, an in-depth master Brand Plan that defines the strategies, which can strengthen and improve your brand's performance and market position by establishing a connection and value-relationship with your customer.
Unlike The Assessment, the picture that is painted is not a snapshot of what you are today. The Brand Plan helps you redefine brand personality in the marketplace. It's how your company will be tomorrow, how it will be seen and perceived by customers, potential customers, your managers, employees and vendors. When managed properly, The Brand Plan increases financial security, growth and earnings potential. It will establish a clearly defined brand vision for employees and management. Both their motivation and commitment to the delivery of the brand promise will greatly increase.
The Brand Plan is a strategic master Brand Plan that will contain specific internal and external strategies and tactics, all with the goal of turning your brand into a work of art. It's a brandmaster action Brand Plan that encompasses:
? Brand objectives
? Brand positioning, the promise of the brand
? Brand strategy & tactics
The Brand Plan aligns products, services, and communications for uniform delivery of the brandpromise throughout your enterprise. Everything is spelled out, integrated, and ready for execution. This vital tool empowers every person in your company to show the true colors of your brand. It gives form and unity to communications that differentiate your brand in the marketplace. It provides a rallying point for employees and provides a cornerstone document of all corporate resources to support brand core competencies.
As people understand the defined objectives, more ideas blossom, making the brand grow even stronger. After all, the true test of any Brand Plan is for it to appreciate over time. The Brand Plan is not a static document to be hung in some dusty museum. It's a living, breathing, dynamic statement of change based on proven scientific testing, data analysis and measurable results.
Capture more mindshare with a Brand Value Plan... your palette for branding success.
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. 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.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
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.
Good Logos Make Great Sales Tools
Every day, the average person is exposed to millions of visual stimuli including hundreds of company logos.
Fast Forwarding Your Business
If you think only big corporate names need to think about things like brand names, think again. Your brand says a lot about you and your business, and that's as true for a one person home-based operation as it is for a multinational conglomerate. In this article we look at how creating a strong brand for your business can help you set yourself apart from the pack and lay the right foundation for the future growth of your business.
Brand Equity Building - Measuring Brand Value
Measuring brand equity allows a company to establish a baseline and track changes in its brand equity over time. If a company consistently works to improve the strength of its brands, it must trace progress, or risk "flying blind." Changes in a quantitative measurement of brand equity can show the company the effects of its work, and greatly aid in setting marketing and management priorities in the next business planning cycle.
Time To Revamp Your Visual Identity?
Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it still fit with your company vision? Is your message connecting with the customers you want?
Picking The Design Company Which Is Right For You
So you've decided to go for it-you're ready to choose a design company to create your logo and other marketing materials. It seems easy enough. After all, when you make a purchase online of, say, a book, you simply go to an online bookstore. You already know what you're buying. But now it's not so clear. You do a search for "design companies" and hundreds of names pop up, all claiming that they are the ones who should do your logo.
Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots
Try to avoid backing up whenever possible. Occasionally some one in a small car will park directly behind you at a gas station or stop sign. They will be parked so evenly that you won't see them. This is why the telephone company and most large cable companies require drivers to put a cone behind their vehicle whenever they park their vehicles. It gets the driver in the habit of checking behind the vehicle since he has to get out and pick up the cone. You might also take a peak before you get in and drive away, especially if you are backing up. One day you will be glad you did.
John Deere and NASCAR; Excellent Use of Brand
We should all recognize the marketing efforts of John Deere especially as we have spoken before with regards to their TOYS. They have a complete line of nearly every tractor or agricultural attachment they make available in small, micro size.
Measuring Return On Investment
...or Is My Brand Working?
Living Your Brand on the Web - Part 2
Now that everyone has conformed to Living Your Brand on the Web, Part 1, it's time to add a couple of tweaks that will further reinforce your brand.
Getting Started in the Mail Order Business. How Much Does It Cost?
Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru
Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of ideas. In the same way could brand B be an elderly, conservative and relaxed man. The brand can also have a completely inexpressive and bad image. That is how brand C may not have any real personal characteristics, slim, tall, unnoticeable and calm.
McDonalds Supply Chain of Potatoes
McDonald's buys its potatoes from corporate farmers in Idaho not the commodities market; therefore it limits its exposure to price gouging that might have occurred by using the commodity exchange to get those potatoes. Starbucks is doing the same thing, but instead of having partnerships and coffee beans, they are all of in-house. Its Starbucks owns the partnerships they grew the coffee then they might have a conflict of interest for their stockholders. Because they would be dictating the price of the coffee at the partnerships been sold to Starbucks. If they paid a little more than normal for those coffee beans, so the coffee plantation can expand by better production facilities and upgrade then Starbucks funneled money to those partnerships, that should have either paid in dividends, shown as profits or retained earnings. By doing that their stock price would go up and shareholders would be better served short-term. There is a lot more involved before that food or drink gets to your table. Commodities are very much part of the behind the scenes of our civilization.
Tips for Creating Brilliant Business Names
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened "Premier Coffees". The names would be far more descriptive than their current ones. But they wouldn't embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it's unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.
Brand Strategy - Brand Value - Brand Identity Guru
Developing brand strategy is extremely critical. The most important asset your company has is its brand. Quite simply, for better or worse, it drives the direction of your business. You should definitely have a well thought out brand strategy in place. Unfortunately, too many companies don't have a brand strategy, or have an inconsistent brand strategy. A brand strategy company should realize there's probably a good reason you may not be paying attention to your brand strategy-you're busy running your business.
The Face of Your Business, Part I
When we initially started our businesses, we had to decide how we were going to market ourselves. Kind of an obvious statement - every business has to do that. But, we had an added challenge. We were new to the area. So, our goal was to get to know as many people as possible.
Branding Mistakes - Brand Identity Guru
1. It "sells itself." I don't need to market.
Do What Works
"Can you hear me now?"
Build Brand Identity Through Product Branding
Building a product into a brand leader is not easy, but I truly believe that you can improve your branding impression if you follow these 2 rules; Passion & Consistency as well as the 4P's of Branding that I have developed, PRODUCT ? PLACEMENT ? PROMOTION ? PEOPLE. These 4 P's will enable you to check the way your brand is interpreted. Each of these very distinct headings has an impact on your brand, and the brand in turn will affect each of these areas. For those of you who have gone through Marketing 101, you will see that the only difference between the 4P's of Marketing and my 4P's of Branding, are People, and people affect the brand more than any other area.
Corporate Branding and Professional Logo Design
Any 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.
Hawaiian Heirloom Jewelry
Back to the era of the Hawaiian monarchy, the origin of Hawaiian heirloom jewelry can be found. The Hawaiian kingdom had long enjoyed a favorable relationship with England.
home | privacy & terms | site map
|Copyright © 2007 PageButler.com|