Posts Tagged ‘branding’
Branding Revisited or Pay Attention to Power
Great discussion with a client this morning about branding. When you understand branding, and implement it, it truly works. Well branded businesses do have greater success, partly because a good brand generates more permissions and more opportunities than lesser known brands.
A good article that reinforces this also discusses the “Five Permissions” that a well branded company can expect.
Access. Having a good brand opens doors. Whether trying to sell something or just talk to someone, being from a well known and recognized entity opens doors. A good example is Rotary. Wearing a Rotary pin or mentioning Rotary to a fellow Rotarian will get your call through faster than anything, or, get an introduction made.
Latitude. Because a well branded company means a more trusted company, those from that company can expect more latitude in taking chances. Having proven oneself to the public means that more permissions will be granted in areas unproven.
Recovery. Permission to recover is granted to a well-branded company. A smaller business may not be given permission to restore confidence when a mistake does happen..
Scale. Trust and perception are built into a well branded company. It’s this greater trust in the brand that allows permission to grow and take on bigger projects..
Set standards. Unknown services, products or technology are oftentimes given a chance simply because a well branded company has a proven track record and it is believed that the company, if they are recommending a product, service or technology, are doing so because they believe will eventually be a standard.
Branding is not just a logo, font, colors, it is what someone thinks and feels about the company, and the reaction that seeing the company name or hearing about the company generates in the viewer. Branding takes time, focused strategic integrated marketing efforts, and a good product or service to back it up. Lately corecubed has been receiving accolades on our branding efforts. IS your brand working for you? If not, give us a shout and we’ll see if we can help!
Are you reading this on your iPad?
The latest results on top brands as selected by small businesses and outlined in an article today in the Biz Journals that showcases how one brand, Apple, has managed to rise to the top over its biggest competitor, Southwest Airlines. And, if you are reading this right now on your iPad, then you know why. Great products may not always win the branding contests, but Apple makes great products, makes them simple, and makes them utilitarian AND fun. Check out Appziilla in the App Store if you don’t believe me. And sound that buzzer in those times when you wish you could yell, “get the hook!” in a meeting.
Branding works. Brand loyalty is something businesses crave. Marketers do create brands, but customers make them work. The best marketing team in the world can create some buzz about a product or service that works for a short time, but, to really have brand power the product or service has to be stellar.
The rest of the top 10 are UPS, Holiday Inn Express, FedEx, Sony, Staples, Constant Contact, HP Printers, and FedEx Office. A
If you are interested in the full article, read it here: http://www.portfolio.com/business-news/2011/03/25/apple-tops-business-journals-survey-of-top-25-brands#ixzz1HcNMkXVl
Marketing AND Sales: Together is Better
In home care the word “marketing” often means a person who performs the direct sales for the agency. And being a good sales person, is indeed, an incredible talent. Knowing how to sell, however, is vastly different from creating a strategy from which TO sell.
Marketing strategy starts with some basics, and the most basic is branding. Then messaging. Defining targets that are most receptive to the sale, and then creating a process to inform and communicate to all so the potential to MAKE the sale is spread across a wider and wider (although targeted) audience. (more…)
Just Call Me M. (But Please Just Call Me.)
A well-known brand is hard to come by. Why is Gatorade now just G? …..a branding hit or a branding miss…..you decide.
Just ask PepsiCo, the owner of the popular “Gatorade” line of drinks. Gatorade first hit the scene in 1965, when Ray Graves, coach of the University of Florida’s Gators football team, asked some medical researchers to come up with a thirst quenching drink to help his team perform better at games. The result was Gatorade – named after the team – and it became an instant phenomenon when the Gators enjoyed their first Orange Bowl win in 1967. (more…)
