Tags |
|
|
Links |
|
|
Casual Articles - The 3 Main Problems with Branding
Most people understand that if they decide to change the location of a bathroom halfway through construction of a house it is going to cost them extra money. That’s why they spend so long making sure the plans are right before they begin.But it is amazing the number of people who don’t apply this same logic to business. Say, for instance, when they use a graphic design firm. A lot of people begin working with a designer with only a vague brief, then make important decisions on the fly, or even change their minds
Companies need to be authentic with branding. They need to find their own identities based on their values, character, and personality, and translate these identities into strategic representations. Then, these authentic representations, when used with consistency over time, will help customers recognize and connect emotionally with them, so the company can gain a competitive advantage in the
Why do people become attracted to your business? Why is it some days, new client opportunities seem to grow on trees and you ask yourself, what did I do to open these floodgates? Is it just a fad or something that will last for a while? I often think this well will dry up one day; however the flow never seems to slow down.What are some of the factors new clients are attracted to you? I personally believe professionalism in what you do is extremely important; you must be professional in your dealings with you
Nonsense. Branding is a simple process based on sound principles. Companies just need to think it through.
Branding problems really boil down to three main scenarios:
1. Companies that try to be what they think their customers want them to be
2. Companies that have done nothing about their brand
3. Companies that get mired in analysis paralysis — over-thinking market segmentation, competitive positioning, value propositions, long-term objectives, short-term objectives, qualitative research, quantitative research, etc. etc. etc. (All of this is important, of course, let’s just not get stuck here.)
What few branding experts seem to be talking about is how companies need to be “themselves.”
Lost in the sea of sameness
Most companies don’t stand out in the marketplace “sea of sameness.” And because they don’t stand out, they are not connecting with potential customers. These weak brands strain resources and give the feeling of working harder for less.
The main reason most companies don’t stand out is because they don’t know “who” they are. Some think they need to be like their potential customers in order to connect with them, so they bend over backwards trying to be what they think the market wants them to be. They try on many different looks and change with the trends, having many different images and personalities at the same time, or one after the other. This only confuses would-be customers and dilutes any competitive advantage.
Some companies just don’t pay attention. Their business groups work in silos, and, under the guise of decentralization or pushing down authority, the brand has run amok. There’s no consistency for customers to grab on to or recognize.
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the real you?
Companies need to be authentic with branding. They need to find their own identities based on their values, character, and personality, and translate these identities into strategic representations. Then, these authentic representations, when used with consistency over time, will help customers recognize and connect emotionally with them, so the company can gain a competitive advantage in the
The work environment is undergoing constant change, i.e. in factories, manufacturing units; production houses the work scenario and working condition is changing. Prolonged working hours, specialization of job profiles, technical complexities for jobs, increase in work pressure, etc are some of the major aspects of work environment that are undergoing changes. In the industrial set ups competition is growing by leaps and bounds. So the main concentration of employers is to increase production, maintain quality of the p
What few branding experts seem to be talking about is how companies need to be “themselves.”
Lost in the sea of sameness
Most companies don’t stand out in the marketplace “sea of sameness.” And because they don’t stand out, they are not connecting with potential customers. These weak brands strain resources and give the feeling of working harder for less.
The main reason most companies don’t stand out is because they don’t know “who” they are. Some think they need to be like their potential customers in order to connect with them, so they bend over backwards trying to be what they think the market wants them to be. They try on many different looks and change with the trends, having many different images and personalities at the same time, or one after the other. This only confuses would-be customers and dilutes any competitive advantage.
Some companies just don’t pay attention. Their business groups work in silos, and, under the guise of decentralization or pushing down authority, the brand has run amok. There’s no consistency for customers to grab on to or recognize.
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the real you?
Companies need to be authentic with branding. They need to find their own identities based on their values, character, and personality, and translate these identities into strategic representations. Then, these authentic representations, when used with consistency over time, will help customers recognize and connect emotionally with them, so the company can gain a competitive advantage in the
Many businesses use direct mail as a method of acquiring new customers. Your mailing piece must be well written to achieve the type of response that will make the effort worthwhile, especially financially, since postage and printing costs make it an expensive method of advertising .But it works! Well-written direct mail can bring in hundreds and thousands of new customers . Your writing efforts are not merely a cost in constructing a direct mail letter in fact, you can help a company earn substantially more as
The main reason most companies don’t stand out is because they don’t know “who” they are. Some think they need to be like their potential customers in order to connect with them, so they bend over backwards trying to be what they think the market wants them to be. They try on many different looks and change with the trends, having many different images and personalities at the same time, or one after the other. This only confuses would-be customers and dilutes any competitive advantage.
Some companies just don’t pay attention. Their business groups work in silos, and, under the guise of decentralization or pushing down authority, the brand has run amok. There’s no consistency for customers to grab on to or recognize.
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the real you?
Companies need to be authentic with branding. They need to find their own identities based on their values, character, and personality, and translate these identities into strategic representations. Then, these authentic representations, when used with consistency over time, will help customers recognize and connect emotionally with them, so the company can gain a competitive advantage in the
You have complete control. Unlike public relations efforts, you have final word in determining where, when and how often your message will appear, how it will look and what it will say. You can target your audience more readily (working mothers, new home purchasers, small truck owners) and aim at very specific geographic areas. You can be consistent through advertising that presents your company's image and sales message over time to build awareness and trust.
Similar to McDonald's gold
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the real you?
Companies need to be authentic with branding. They need to find their own identities based on their values, character, and personality, and translate these identities into strategic representations. Then, these authentic representations, when used with consistency over time, will help customers recognize and connect emotionally with them, so the company can gain a competitive advantage in the
A lot has been written about all known kinds of scams including “Phishing”. But criminals keep on throwing their nets and having quite a good take. Therefore we have to continue exposing the phishing attempts. And since “it is better to see once than hear 10 times” I want to share with you 2 emails that I have recently received.These are really similar letters (in fact it is almost the same one with tiny differences). The letter(s) are as follows:Subjects:1. We were unable to authorize charges to
Companies need to be authentic with branding. They need to find their own identities based on their values, character, and personality, and translate these identities into strategic representations. Then, these authentic representations, when used with consistency over time, will help customers recognize and connect emotionally with them, so the company can gain a competitive advantage in the marketplace.
Think about your favorite brands. I’ll bet dollars to donuts your favorite brands got where they are by being authentically themselves – think the freedom of individualism, like Harley-Davidson. Or cool design on a budget, like Target. Or a great brand experience, like Starbucks. You get the point. They’re themselves, and you love them for it.
So, the next time you think about working on your brand, go ahead -- it’s okay to think about what your customers want from you. And it’s good to do the research and analysis too – but start by looking inward, at your company’s authentic self. Your core values. Your culture. Your imperfections and your little-known secrets. Your brand will be the better for it.
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.casualarticles.com/article/7669/casualarticles-The-3-Main-Problems-with-Branding.html">The 3 Main Problems with Branding</a>
BB link (for phorums):
[url=http://www.casualarticles.com/article/7669/casualarticles-The-3-Main-Problems-with-Branding.html]The 3 Main Problems with Branding[/url]
Related Articles:
The Secret to Building a Highly Profitable Business
Business Cards - How Do You Communicate?
If You Invest Money on Advertising, then You could Save Thousands through this Simple Little Secret
Bookmark it:
|