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 A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. -Jeff Bezos Whether you realize it or not everything you do goes toward building a brand. It might be your personal brand, your brand as a blogger, or your corporate brand, but every action you take and every word you say impacts your brand to someone. For a few weeks I've been participating in a discussion about branding for small business. Too many individuals and small business owners think brand is something that's out of their reach, that it costs too much, and that it's only for big business. Wrong. Everything you do goes toward building your brand and you need to be conscious of how the things you do will reflect on your brand. What Is Brand? What do you think about when you hear the name Pepsi? How do you feel about the New York Yankees? What associations does Microsoft bring to mind? The thoughts, images, and feelings you had to each of the above are about brand. "A brand is the sum of all feelings, thoughts and recognitions - positive and negative - that people in the target audience have about a company, a product or service."
Steve McNamara, AdCracker.Com
The swoosh is not Nike's brand. It's their logo. Nike has done such a good job getting that swoosh in front of us that it immediately calls to mind their brand, but that swoosh is not their brand. Nike could have chosen a circle as it's logo and they would still have essentially the same brand. I say essentially since your logo does affect your branding the same as everything else you do, but a different logo for Nike would not change the sum of associations you have about the company. The Wikipedia definition of brand begins with A brand includes a name, logo, slogan, and/or design scheme associated with a product or service. The most important word in the above quote is includes. Logo, slogan, and design all affect how your brand is perceived, but none of them are your brand. As an aside did I really just link to the Wikipedia? To me their brand is about shallow information and an undeserved authority. But sometimes shallow is enough to make your point. Ze Frank put out a great video awhile ago talking about brand and why Grandma Moses has a stronger brand than your grandma who has a stronger brand than old person. Continue reading this article.
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Brian Whiteman Contributing Writer | SmallBusinessNewz The flexibility of its usage, as well the ability to measure results, make direct mail an attractive marketing tool. Perhaps you are trying to raise awareness about your products or services, or you are looking to generate new customer leads, or maybe you are simply reinforcing your message to existing customers. Direct mail campaigns can serve a myriad of strategic objectives. Here are a few suggestions to consider before your next direct marketing campaign: Begin with the end. First and foremost, determine your desired goals and the anticipated end result. How wide do you want to cast the net? Is it a local, regional, national or global campaign? Who needs to be reached? Who shouldn't be reached? Is it better to target or blanket the market? Which demographics represent your core constituency? Having these answers will help you craft the best strategy at the inception of your campaign, and you will consequently save yourself both time and money. Continue Reading |
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