External: Branding seeks to
distinguish your company, product or service from the competition and create
a lasting impression in your prospect's mind.
want to express themselves through brands – brands express a person's
personality and the people they like to be with."
– Jack Trout
Internal: Powerful brands
satisfaction, loyalty, and achievement drive.
According to the American Marketing Association
(AMA), brand is a "name, term, sign, symbol, or design, or a combination of
them, intended to identify the goods and services of one seller or group of
sellers and to
differentiate them from those of competition." Technically
speaking, whenever a marketer creates a new name, logo, or symbol for a new
product or service, he or she has created a brand.
The Power of a Brand
Marketing is not a battle of products, it's a
battle of perceptions. The power of a brand lies in what
resides in the
minds of customers – what they learned, felt, seen, and heard about the
brand as a result of their experiences over time.
Keys To Branding Your Growing Business
By: Jay Lipe
Shaping your brand image: To start, consider first the
personality of your company. Is it sexy or sweet? Tough or
tender? Is it more like John Wayne or George Clooney or Andy
Griffith? And if you think all this is hooey, consider these
questions: Do Marlboros really taste better than other
cigarettes? Is H&R Block superior to the tax accountant down the
street? No, but a big reason these companies are leaders is
because they have successfully built a personality around their
equity relates to the fact that different outcomes result from the
marketing of a product or service because of its brand name or some other
brand element that if that same product or service did not have that brand
identification."1 It represents the marketing effects uniquely
attributable to the brand and the added value endowed to a product or
service as a result of past investments in the marketing activity for a
brand. "Brand equity serves as the bridge between what happened to the
brand in the past and what should happen to the brand in the future."1
Strategic Brand Management
When you have a brand that
works for people, you should work the brand.
"Strategic brand management involves the design
and implementation of marketing programs and activities to build, measure,
and manage brand equity."1 These concepts and techniques are to
improve the long-term profitability of your brand strategies.
Case in Point
logo of the Ten3
Business e-Coach, a core component of the Ten3
branding and differentiation strategy,
was designed to meet the following criteria:
reflect the spirit of the Business e-Coach
and intuitive (i.e. unlocking the unconscious mind)
stay in memory
connect to different cultures
be adaptable so we could create
customized logos for other Ten3 network members and franchisees.
Click here to
read more about "Logo of the Ten3 Business e-Coach – Design Secrets"
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