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Brand Awareness - Brand Identity
About once a month a few of us at the office get together during lunch for what has become known as a SWAP meeting. We share thoughts, stories and sometimes play Pictionary. It's a great way to relieve stress and learn interesting tidbits about the people we work with.
One afternoon our conversation turned, as all conversations eventually do, to the topic of The Lord of the Rings. Our discussion about differences between the book and the movie evolved into a discussion about the characters in the movie which made up the Fellowship of the Ring. The interesting thing to note was the difference in the levels of awareness of these characters by various people. We were struck by the similarities in how people remember these movie characters and how people remember certain brands.
The highest level of character awareness can be called 'the geek level'. These are people who know the character's full names as well as additional details about them. For example, knowing that Legolas, Sindarin elf of the woodland realm, is a great archer is comparable to those people who know the brand name, logo and jingle, all unaided. The next level, still pretty high on the scale, can identify the characters by name and race: Aragorn the human, Gimli the dwarf and Legolas the elf. These are the people who know the brand name and correctly match it to the product still without a helping hand. Then there are the people who know the characters by the actors who play them. These people may know the parent company of the brand or the name of the product, but don't know the advertising or what the product actually does.
After that, the characters become a bit more fuzzy. They may be identified by type of being (the dwarf, the elf, the hobbit, etc.) or even worse "the hot guy from The Pirates of the Caribbean movie." That's when you know your brand may be in trouble. These people may only be aware of your brand when prompted, and may not be at all aware of the advertising or maybe incorrectly identify the brand that is being advertised.
There are varying levels of brand awareness. While we'd all like our brands to be known on the geek level, realistically they may only be known by association with another brand.
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.
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.
Are You Brand Worthy? Are You Brand Worthy?
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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.
A Lesson in Branding from Paris Hilton
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Brand Value - Brand Identity Guru
Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood. It's the ability to generate excitement about what you have to offer. And when your prospects are excited about your services, marketing becomes a whole lot easier. You get more attention, more response, more sales and more referrals.
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From cigarettes to fashion accessories to food products to medicines, more than 50% of the global market are filled with counterfeited products. Do you realise that the Nike t-shirt that you are probably wearing right now may not even exist in the design portfolio of Nike Inc. It may have been produced by a small time designer who sits in the busy lanes of New Delhi in India and charges less than $1 to give you the swoosh in any colour, any form and any design as requested! A true form of 'customisation'.
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Entrepreneur Speaks on Brand Extension in the Franchise Cleaning Business
On question I have been asked over and over again from prospective franchisees of our companies has been one in which I am very adamant about it; do we require prior experience? No, like many franchise companies we actually frown upon it and think it is such a detriment that we usually disqualify the franchise candidate if they do have prior experience. And we always ask the prospective franchise buyer what sort of experience they have in our industry. When people find out we specifically do not want to sell franchises to those in our industry we are often ask; "Why Not," as it would appear that a franchisee with prior experience has a leg up on the world and would have a better chance of instant success in our business models.
Branding Your Business To Make More Money
Branding your comapny should be the first thing a company does. You have to convince potential customers to buy from you. Very few people have a monopoly like Microsoft or Ebay, Everyone else need to steer business to their company or product. When people think about your company, what is their impression. For my company, Solutions Ink, I wanted to portray a fresh, professional, ease of use type of company whoose product meets their quality needs while helping their business. I wanted to portray Solutions Ink as always on the fore front of the printing and promotional product industry's.
12 Ways to Reduce Postage
1. Never send a letter that weighs less than 30 gms. Five size8-1/2x11 circulars can be mailed with a 1st class postage stamp. By using all 10 sides with a variety of offers you have agreater chance of receiving an order.
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Every day, the average person is exposed to millions of visual stimuli including hundreds of company logos.
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.
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Branding has been defined, explained and examined extensively. There are books, articles, publications, seminars, and groups all dedicated to exploring the meaning and use of brand today.
Don?t Overlook Your Email When Considering Your Brand Identity
You wouldn't skip letterhead when sending out a sales letter - Or would you?
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.
Become your customers top-of-mind choice.
Your Small Business Name -- Important?
You bet a name is important. Many small business owners try to come up with a clever name for their business rather than one that explains what they do. And, nine times out of ten, that is a mistake. Your business name should give your prospects some idea of what your business is about.
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