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Branding Information
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Product Positioning for Enterprise Software and Information Technology Companies Good marketing positioning is like good lying. No, we're not suggesting that you lie when creating your company and product positioning. The Aim of the Name Large corporations spend lavish amounts seeking names for their products that grab a consumer, or convey positive feelings. Book authors do the same. Business Image One of the most important things in a business is a clean image. I started a small business when I was twelve years old and built it up in a very large small business and then franchised the business. Naming Names... How to Name your Business Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with"Slice A Day :: your slice on marketing". Branding On The Web Is Like Mining For Fools Gold I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is used with "internet" or "web" or "digital!" You can't have a conversation today for more than five minutes without some marketing type throwing in a line about brand building!Branding doesn't work with the net's warp speed - look at some of the leading online brand builders, including a certain big three TV network here in the states and a book seller in Seattle trying to do classic brand extension, from books to barbecues.We tell our B2B clients to build a revenue-producing online brand by developing a campaign that sells the value of their goods or services! Forget the esoteric, very expensive brand building campaigns that have no measurable impact! Here are my ten "cliff notes" to building an effective B2B Brand Online, B2C coming next article. The Role of a Visual Vocabulary in Brand Identity Design Visual elements are a major part of your business's brand identity design. The keystone of that design is the logo, but in many cases, the logo isn't enough to convey all of your brand attributes. Value-pricing Strategy: Were not The Cheapest but... In this highly competitive online marketplace, it can be difficult to persuade customers to buy from you when you offer a similar product to your opposition but with a higher price tag. And trying to beat competitors on price alone is a cut-throat business, very risky and not recommended. A Successful Failure A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Setting the Right Price One of the ways people get to know you is by the identity you project. Your company name, the way you present yourself, your business card and brochure, where you work, and other ways you conduct your business create an image that gives your customers information about you. Creating Powerful Names for Products, Services, and Your Business The name of your business is important--it's one of the first things potential customers know about it. And having unique names for each of your products and services can be a powerful selling tool. Brand Equity Brand equity can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. Shattering the Branding Myths If you've been online long, you're sure to have seen many "gurus" give their ideas about branding. However, much of what you read simply isn't true. Brand Components Your brand is the culmination of everything about you and your business. It is how people come to know you. Time To Revamp Your Visual Identity? Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it still fit with your company vision? Is your message connecting with the customers you want?Your visual identity is a vital tool in communicating the essence of your business. Is Your Logo Helping or Hurting Your Business? The quality of your logo can mean the difference between success or failure. It can be that simple!Trademarks and Logos make up the most international language in the world. Why Branding? Having a concise, clear image that you project to your clients and customers is important in today's market. More and more people are leaving the job market and creating their own business, whether by choice or necessity, so the competition continues to expand. Don't Get Caught In the Trap: The BIG Difference Between Personal and Business Branding When you're all alone in the privacy of your home office, surrounded by your computer, your phone and your business idea, have you ever asked yourself, "Where's the line between mein my business and the business in me"?With hundreds of thousands of home-based businesses starting every year, and few ever flourishing, the topic of branding has become hot, hot, hot. And thanks to experts touting the need for a personal brandin sole proprietor businesses the confusion is growing. Is It Legal? - Indecent Naming With Tradition When Mitsubishi launched a new car with the name "Pajero" on the Spanish market, it became obvious very soon that the name chosen was not optimal because it immediately was the subject of jokes due to its homophony with a Spanish expression related to masturbation.The same happened to Ford's model "Pinto" (Portuguese for male genital) in Brazil where it was quickly renamed into "Corcel"(horse). Profitable Partnering Become your customers top-of-mind choice.Some of these snapshots of real life SmartPartnership success stories can be adapted to help your kind of business (or non-profit or government agency) thrive?1. Branding: Bring Back the Jingle! Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day.
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