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Branding Information

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.

Your Business Logo and Color Scheme


My business logo and color scheme started one lovely spring day in my office, after two years of working with words and images. I purchased some rubber stamps and played with them. A logo emerged: simple, elegant, with the right feeling for my business. I took the ideas from the stamps and played with Photoshop on the computer until I had created an original business logo that felt totally right.

How A Crazy Branding Stunt Can Bring Results For Years


As a beginner, you would be forgiven for thinking that marketing is simply advertising your product or service, how wrong you are.

Corporate Branding ? Dont Forget Your CDs!


Companies have been branding their collateral materials such as letterhead, envelopes, business cards, etc. for years. In fact, we often identify a company by its familiar logo or special color scheme. Branding works!! At the same time, many companies send customers and vendors large files, proposals and presentations on CD-Rs. Since CD-Rs have become the ?new and more efficient? way of exchanging important information, it would seem that more companies would find it valuable to brand their CD-Rs also.

Jan Verhoeff: Brand Your Market


Marketing potential of any product is based on recognition and quality. Name based recognition happens with a variety of products. We have Paul Newman salad dressings, Robert Redford productions, George W. Bush policies, and Oprah Magazines; the list goes on. Each of these has a unique emblem of success, their name and face. No other product can compare; no other is similar.

Power Your Word for Profit


Discovering and owning a powerful word that reflects you and your business is the true key of successful branding.

All About Branding


In this article i will explain how you can make your brand an succes.

Im Just Starting, Why Do I Need a Logo Design?


Businesses eager to open often give little thought to their identity.With so much to get done, designing an appropriate logo hardly seemslike a top priority. However, this oversight can prove to be acostly error in the long run.

Branding Yourself To Increased Profitability


Successful Realtors know the importance of branding their identities into the consciousness of the communities in which they live, like the big boys; Pepsi, McDonald's, Burger King, and other companies we know and have come to trust.

New Uniforms Could be the Gold Charm for the Golden Arches


New designer uniforms could be the gold charm McDonald?s needs to connect their new hip marketing campaign to their fast-food restaurants. This possible gold charm for the fast-food chain has the ability to let the actual fast-food restaurants reflect the image they are portraying in their advertisement campaign. The new ?I?m lovin? it? marketing campaign has attracted a youthful audience to the fast-food chain. However, when this trendy younger crowd comes to McDonald?s, they do not see the same fashionable place that they saw in the commercial. Instead, they see the same thing that they would see at just about any fast-food restaurant. McDonald?s hopes to further entice this target market into their restaurants by updating their restaurants with new employee uniforms.

Create a Niche: Stoke Your Market With Affiliate Branding


Propose success, demand performance, and brand your market with appeal. In a world of costly business start-ups, expensive design tools, and rugged competition you can still beat the system. Success reins the process as our instructional tools are put to use building websites centered on content with focused keywords and performance.

Your Brand is Your Promise! (So What Are You Promising?)


When people mention the word "brand" they usually mean a well known, well defined company. That's why consumers frequently mention names such as Target, Rolex, Apple, BMW and others who have done an excellent job in crafting an image and sticking with it. Buyers know what to expect from these companies, and as long as these companies meet that expectation, they will continue to imprint their brand in the minds of our their audience. It's pretty simple really, if you just keep in mind these two principals.

Brand to Sell Well


Branding is an application of appropriate marketing techniques in the right proportion to a product. Brand management is to manage the forces in a market suitably to win favors for the product.

Putting You and Your Company in Position to Own Your Market


Americans have always liked their coffee hot. But then Starbucksmade hot coffee desirable, in demand, and extraordinarilyprofitable. And then Starbucks made coffee "cool" with itssuper-popular iced Frappucino drink -- just as trendy,fashionable, and universally appealing.Starbucks is no doubt one of the greatest marketing stories ofrecent history. How this company turned an unassuming beverageinto an icon of sophistication and taste is no mystery, however.It's all about a marketing tenet called positioning.The coffee company started out in Seattle's Pike Place market in1971 as a single gourmet coffee shop, and by 1995, the chain'searnings were $26.1 million. Marketing experts agree thatStarbucks' skyrocket to fortune centers on its aesthetic sense.In other words, the public's perception of Starbucks has to dowith how it appreciates this company's style. Sure, Starbucksfilled a need and created unique product brands, but whatattracts coffee drinkers again and again is the experience ofthe Starbucks environment and its products. Smooth,sophisticated, artistic: These are seductive qualities even fora business based on a little brown bean.The Starbucks story illustrates at least two powerful marketingprinciples. Both help us to better understand effectivepositioning, or the process of finding a "place" for ourselvesin people's minds:People buy for their own reasons, not anyoneelse's.The stronger position is found in the experience, outcome,or benefit you provide as opposed to the methods you use forproducing those outcomes.Starbucks shows us that it's not about packaging -- it's aboutpositioning. The environment of Starbucks creates an experiencethat invites us to come study for exams, hang out andphilosophize with friends, or get the day started with a warmcup of java and the morning news. Starbucks is an invitation tolinger, not just get your coffee and go.When you are assessing your own position and considering how youmight improve your image and thus your market share, rememberthat there are essentially four winning positions: better,different, faster, or cheaper. You can certainly positionyourself as one of these, perhaps even two; capturing a positionas three of them is tough and probably not desirable, andcornering all four is just about impossible.Not everyone is up to the task of creating another Starbucks.It's tempting, with price wars so rampant, to believe that aperception of being cheapest is easiest to establish. Yet intruth this is the most difficult because of fixed costs. It'slike doing the limbo: you can go only so low, and then you'reoverextended or flat on your back. Definitely not the easiestposition to be in.How about being better instead? Contrary to popular belief, thisis perhaps the easiest position to take, since making animprovement or simply creating the impression of greater qualityor ability has no constraints. One tip: when you capture thedifferent category, you may get the better category as aby-product.Starbucks capitalized on this technique, as did Dennis Rodman,the oddball of basketball. He came up with a way to take twopositions in fans' eyes: both different and better. Okay, maybehe wasn't actually better than his teammate Michael Jordan, whowas unbeatable, but certainly he was perceived for a time asbetter (cooler, trendier) among those who were captivated by hisstyle. His fashion and fascinating antics made him so unique thathe became unforgettable. And because he was also an excellentball handler, he became famous and highly regarded in hissport.BMW has also taken the better-different approach. Until fairlyrecently, Mercedes-Benz had the better luxury car market sewnup, so BMW -- a competitor with a parity product -- simplyrepositioned itself. Its tag, "the ultimate driving machine,"appeals to a younger crowd and gives them luxury with power andhandling. This is "hip luxury," which is different from theMercedes position, which could be summed up as "elegant luxury."And voilà: BMW became as hot and desirable as a cappucino on awintry morning.BMW marketers had both a strong sense of the position theywanted to hold and precisely defined their premium clients, thecréme de la créme within their target market. You can do this,too. Once you've figured out what position you can successfullygain in your business, ask yourself the following.Who is my premium client? Who would be the most enjoyableand rewarding to serve?What are this client's unique desires, needs, andchallenges? How can I best serve this client?What do I (or can I) provide in a unique way to help myclients achieve their business outcomes?How can I position myself as an expert in this market?With this information, you can tailor your marketing efforts --everything you say to people, any support materials you use,even the way you dress and act -- directly to this audience tohelp establish your position. This is the first step to "owningyour market."Positioning is like popularity: You have to be seen in the rightplaces and with the right people. This is more than socialclimbing: You learn more about your clients and they learn moreabout you when you frequent the same places, attend the samefunctions, join the same associations, be published in theirperiodicals, and develop products and services specifically forthem.Positioning is as much about who you are not as it is about whoyou are. Starbucks is not a cheaper and faster cuppa joe; it isan upscale, gourmet coffee experience. BMW is no old-styleluxury; it is stylish performance. Dennis Rodman is no gentlemanforward; he is the outrageous, extreme athlete who is arecognized celebrity even for people who don't know basketballfrom billiards.Do you want to win big? If so, have the courage to answer thesequestions clearly and define your own game: Who are you? Who areyou not? Who are your clients? These are the essential decisionsyou must make if you want to not only understand but own yourmarket.

Business Branding - How Character Affects Customers and Your Business Image


The public buys far more than just your products, services and so-called image promotions. Whenever they interact with anyone or anything associated with your business, they are automatically branded emotionally, good or bad, by the totality of your business character.

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