External: Branding seeks to
distinguish your company, product or service from the
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.
Customer Success 360
Keys To Branding Your
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 brands...
Selling: 3 Arts
"Brand 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
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
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.
Coway Doongjin Corporate Identity and Logo
Market Leadership Strategies
The Market Leader is dominant in its industry
and has substantial market share. If you want to lead the market, you must
be the industry leader in developing
business models and
or services. You must be on the
cutting edge of
new technologies and
business processes. Your
customer value proposition must offer a superior solution to a
customers' problem, and your product must be well
Strategic Brand Management...
Differentiation – Step 1 in
Building Your Brand...
Developing a Differentiation Strategy: 4 Steps...
What You Must Know About Strategic Brand Management...
Public Relations Marketing...
Define Your Internal Core
Marketing Message (CMM)...
Three R's of Marketing...
Three Stages of the Marketing Process...
Five Components of Marketing...