Tags |
|
|
Links |
|
|
Casual Articles - Small Business Branding - You Can't Avoid It
Perhaps you have seen the Vonage commercials on TV, as they are very entertaining and fun to watch. They are similar to Americas Funniest Home Videos. The tagline is always the same; Stupid Things People Do.And of course they are making a correlation to the price people pay on their phone bill instead of switching to Vonage, which is only $39.95 per month. The Vonage commercials make an excellent case study and have won many advertising awards in the advertising industry.There has been mention of this in Advertising Age Magazine. Much has bee
o Stable and proven most innovative
The list is endless and it varies depending on the market you are in. Your company or product might fit in to more than one, but there's usually one element (positive or negative) that resonates in their perception of your company or product. It 's a position that your brand occupies in the mind of your customer.
Is this perception rational or emotional?
Extens
Stay with me on this, the ‘penny may drop’ about half-way into the article!Target - in very general terms, this article is targeted at anyone involved in business, whether it be offline ‘real-world’ business, or online ‘cyber’ e-business.Let’s define the title.“jigsaw” - a puzzle with multiple parts which requires some element of skill to correctly piece them all together in the right way, making one complete ‘picture’.“virus” - an infection which grows, replicates and spreads.Make sense yet? No!One of the
You can't avoid branding, so make it work for you, not your competitors. Many business owners believe branding is only for the big guns, for major companies with large marketing budgets. People that run small and medium sized businesses often have a reluctance to invest in branding. But branding isn't about what you believe. It's what your customers and potential customers believe.
EWO Consulting can help you build and promote your brand to your strategic advantage. We have graphic designers in-house so we can start with a blank sheet of paper and support you throughout your branding journey.
Here's the secret:
In the hearts and minds of your customers, you have a brand whether you strategically create it and nurture it, or not.
Therefore branding is relevant to any business no matter how large or small.
So what is a brand?
A brand is more than a name - it's a perception in the market about what your company or products represent. Since the early 70s branding and positioning have been inextricably linked.
"Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect." Al Ries (1972; "Positioning: The Battle For Your Mind" by Jack Trout and Al Ries).
It's easier to understand branding and positioning if we work backwards. Every company or product has its position in the market. Your customers have their own perception of your position. For example, they might perceive you as:
o The established leader a strong number two
o The most experienced a new player with potential
o Good with small clients the biggest operator
o Premium quality cheap alternative
o Most reliable product best service support
o Stable and proven most innovative
The list is endless and it varies depending on the market you are in. Your company or product might fit in to more than one, but there's usually one element (positive or negative) that resonates in their perception of your company or product. It 's a position that your brand occupies in the mind of your customer.
Is this perception rational or emotional?
Extensi
My years in radio taught me that the most effective means of ratings success is to speak to the audience you want instead of the audience you have. It can be a long process, and it takes patience to develop and grow your message before you see results. But repetition builds reputation, and it can work for any business model. Here are some things to keep in mind in building an effective campaign:Keep it simple, stupid. You can say more with less. Don't clutter your message with too many details. The more compelling th
Here's the secret:
In the hearts and minds of your customers, you have a brand whether you strategically create it and nurture it, or not.
Therefore branding is relevant to any business no matter how large or small.
So what is a brand?
A brand is more than a name - it's a perception in the market about what your company or products represent. Since the early 70s branding and positioning have been inextricably linked.
"Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect." Al Ries (1972; "Positioning: The Battle For Your Mind" by Jack Trout and Al Ries).
It's easier to understand branding and positioning if we work backwards. Every company or product has its position in the market. Your customers have their own perception of your position. For example, they might perceive you as:
o The established leader a strong number two
o The most experienced a new player with potential
o Good with small clients the biggest operator
o Premium quality cheap alternative
o Most reliable product best service support
o Stable and proven most innovative
The list is endless and it varies depending on the market you are in. Your company or product might fit in to more than one, but there's usually one element (positive or negative) that resonates in their perception of your company or product. It 's a position that your brand occupies in the mind of your customer.
Is this perception rational or emotional?
Extens
Memorabilia, souvenirs, mementos, monograms- our society treasures them. We are collectors. We emboss, engrave, customize, and personalize. We give so many gifts in our day to day lives for just about any occasion. And, we enjoy receiving gifts. We embroider blankets for weddings, bibs for babies, dog bowls for pets, backpacks for children, and golf bags for adults.Items such as these are also given out regularly by businesses as promotional marketing products. But, do many of these entities know that there is a way to give them out to elicit maxi
So what is a brand?
A brand is more than a name - it's a perception in the market about what your company or products represent. Since the early 70s branding and positioning have been inextricably linked.
"Positioning is not what you do to the product. Positioning is what you do to the mind of the prospect." Al Ries (1972; "Positioning: The Battle For Your Mind" by Jack Trout and Al Ries).
It's easier to understand branding and positioning if we work backwards. Every company or product has its position in the market. Your customers have their own perception of your position. For example, they might perceive you as:
o The established leader a strong number two
o The most experienced a new player with potential
o Good with small clients the biggest operator
o Premium quality cheap alternative
o Most reliable product best service support
o Stable and proven most innovative
The list is endless and it varies depending on the market you are in. Your company or product might fit in to more than one, but there's usually one element (positive or negative) that resonates in their perception of your company or product. It 's a position that your brand occupies in the mind of your customer.
Is this perception rational or emotional?
Extens
What if you created the Worlds best MindMap to assist humans in using all of their knowledge, experience, observations and education to make the very best decisions for themselves, their companies, their government, their communities or children of the World? If you had such a thing who would you market it to? How would you get the word out; where would you start?In fact who on Earth would be your clients? Everyone I guess and this is exactly what our Online Think Tank came up with when reviewing this hypothetical concept of promoting the use of MindM
o The established leader a strong number two
o The most experienced a new player with potential
o Good with small clients the biggest operator
o Premium quality cheap alternative
o Most reliable product best service support
o Stable and proven most innovative
The list is endless and it varies depending on the market you are in. Your company or product might fit in to more than one, but there's usually one element (positive or negative) that resonates in their perception of your company or product. It 's a position that your brand occupies in the mind of your customer.
Is this perception rational or emotional?
Extens
All work and no play can make employees a rather dull group, don’t you think? Depending on the type of company you are part of, there might be room to hold a couple of corporate parties, get-togethers or picnics throughout the year. If you should be in charge of organizing and planning this delicate task, there are plenty of ways to approach this responsibility. When it comes to the many types of corporate party themes you might come across, which ones sound like a good fit for your office? Below you will find a few popular corporate party occasions and idea
o Stable and proven most innovative
The list is endless and it varies depending on the market you are in. Your company or product might fit in to more than one, but there's usually one element (positive or negative) that resonates in their perception of your company or product. It 's a position that your brand occupies in the mind of your customer.
Is this perception rational or emotional?
Extensive studies in recent years have shown that most decisions we make are emotionally driven. We may be able to support them rationally, sometimes with amazing intellect and logic, but they're born in emotion.
University of Washington: "Brain scan imaging supports the idea that every time you have to make a choice in your personal life, you need to feel the projected outcome of each choice - subconsciously or intuitively. You then make that choice according to the projected feeling."
Michael Newman, Creative Director of ad agency DNA and author of "The 22 Irrefutable Laws of Advertising (and when to violate them)": "Human decision making is emotional, spiritual, political and, perhaps least of all, rational. The truth is, we aren't really rational beings. We are more human than that."
It's worth repeating:
In the hearts and minds of your customers, you have a brand whether you strategically create it and nurture it, or not.
If you have ignored branding, for whatever reasons, then the good news is there is an untapped marketing edge you can explore in your business. For a business with minimal marketing budget and tight market, branding can provide a cost-effective edge over your competitors.
So is a strong product or business name important to good targeted branding?
Yes, a relevant and memorable company or product name is important to a strong brand. But so is almost everything else you do in your business. Anything that may affect the perception of your customer affects the value of your brand.
A simple but important key is to know the values and image you want your brand (company or products) to represent. It's surprising how many small to medium businesses ignore this basic step in building thei
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.casualarticles.com/article/7581/casualarticles-Small-Business-Branding--You-Cant-Avoid-It.html">Small Business Branding - You Can't Avoid It</a>
BB link (for phorums):
[url=http://www.casualarticles.com/article/7581/casualarticles-Small-Business-Branding--You-Cant-Avoid-It.html]Small Business Branding - You Can't Avoid It[/url]
Related Articles:
Web 2.0 Has Business Owners Blogging The Success Stories of Their Company
What Color is Your Marketing and What is It Saying?
Tips for Winning the First Sale in Your Cleaning Business
Bookmark it:
|