Brand Message Should Be
Your Brand Message should portray what you
Unique Selling Proposition (USP)
is all about. It should be:
Easy to remember
What Your Brand Is
Your brand is a totality of the
thoughts, feelings, associations, and expectations a prospect or
customer experiences when exposed to your company's name, its
trademark, or its products.
Your brand is your company's reputation and, therefore, your promise
Your brand is differentiated from competitors and delivers unique
relevant benefits to your target customers. The greater your brand
is, the more benefits it delivers to your customers than your
If you wish to build a great brand, you must deliver on your promise
– every time, everywhere, in everything you do.
"A brand for a company is like a reputation for a person.
You earn reputation by
trying to do hard things well."
External: Branding seeks to
distinguish your company, product or service from the competition and create
a lasting impression in your prospect's mind.
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
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
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.
Differentiation – Step 1 in
Building Your Brand
Differentiation – distinguishing your brand from all others – is about the
life and death of your brand. It is how your brand is born and how it may
die if differentiation declines...
"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."
Strategic Brand Management
When you have a brand that
works for people, you should work the brand.
"Strategic brand management involves the design
and implementation of marketing programs and activities to build, measure,
and manage brand equity."1 These concepts and techniques are to
improve the long-term profitability of your brand strategies...
Quality Is a Must
is now expected by consumers and is ceasing to be a point of
differentiation. When developing your differentiation strategy, keep in mind
that quality is no longer is a differentiator in the world of marketing; it
is a prerequisite. You cannot build a powerful brand without it...
Positioning a company is a difficult task. While
advertising is a
company positioning must be developed from careful research about your brand.
You must find out:
how the marketplace sees your company
how your customers see your company and what they value
what you know about your own company and the
Positioning should be a foundation for action to design, manage and defend
your brand. It should inform everything you do: what customer value you
create, what you value, what's your
sustainable competitive advantage,
how you conduct your business, how you communicate and interact with
Color Psychology in
Marketing and Branding
Colors are strong
differentiators. According to the University of
Loyola, Maryland, color increases brand recognition by a whopping
logo of Ten3
Business e-Coach, a core component of the Ten3
branding and differentiation strategy, was designed to meet the following
At Procter & Gamble, branding is almost everything. In the age of the Web,
P& G turned the Internet into a device for
listening to customers –
and for experimenting with its brands...
To stand out from the crowd and
survive in Asia, let alone globally, the brand has to somehow convince the consumer
that it is
different and better.
The brand strengths include personality; a
combination of features and attributes; rational,
positioning strategies; excellent use of animation in demonstrating
Brand Management Case Studies and Success Stories
As a New Branding Tool
social media dominated World,
hashtags emerged a new powerful branding tool. On social media web sites
and applications, hashtag is a word or phrase preceded by a hash '#' and
used to identify messages relating to a specific topic. The hashtag has
gained prominence and wide acceptance since it was organically created by
Twitter users as a way to organize messages into meaningful groups. Today,
organizations and businesses use hashtags in more
ways. For instance, Vatican used the hashtag #PauseForPeace to call for a
truce in the wars happening around the world during the World Cup 2014 final