| |
| |
|
Branding Information |
|
|
|
Play it Again Sam
The marketing director for one of my longtime clients used to complain "does it have to be purple again?" What she and many others don't realize is that the color you are seeing in your sleep, your prospects might just be beginning to recognize, and if done well, associate with you. Consistency cannot be stressed enough in brand development: whether it is a color or a font, where you place your logo, the schedule for newsletters and promotions, or the way the receptionist answers the phone. One predictable encounter after another carves your brand in the customer's consciousness. Its Not All Repetition One of my favorite advertisers is Target. Their commercials are fun, displaying the same flair and style that they market in their store. Interestingly, the logo and store name are not even mentioned until well into the spots, frequently displaying the signature bullseye in a pattern on a dress or as wallpaper in the background. Often it's not even red, still overtime I know it for a Target ad instantly. Consistency is about recognition and familiarity, not necessarily duplication. When building brand we are trying to create attachment. Target has room to be very flexible, developing consistency through a certain style. Their continuous advertising allows enough repetition that we see the pattern in their message. The Flexibility Trap While Target takes a lot of license with consistency, you'll also notice that some things are always the same. The shape and scale of their logo, the pace of the message, the patterns created with their logo, the font for their name and it's positioning at the end of their ad. The secret to remaining interesting while maintaining consistency is planning ahead. Before you start a brochure or an ad campaign, make corporate-wide decisions on your brand. What can change, what must stay the same? What colors or color palette will you stick with? What is the underlying message of any marketing direction? In short, know your brand message, the key visual elements that support it and how they should be applied. As your business grows and more people handle distributing your message, your brand stays in your control. About The Author Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Notable News - The Branding Myth How many times have you heard of seen advertising for a graphic design company that states that they do branding?If you think branding is a logo, letterhead, or web design with all the same look, and colours, then it's true.. How to Write Classified Ads that Get Results Now. SELLING DIRECTLY FROM A CLASSIFIED AD Classified ads can be used to sell products directly from the ad.This works best for items costing no more thanapproximately $5. Positioning and Branding - Brand Identity Guru Where is your brand positioned in the marketplace? How is it perceived, both positively and negatively? Can you identify your brand's core strength's and equities? What are the barriers or threats standing in the way? A brand strategy company will provide you with an objective assessment of your brand.They can deliver specific solutions that will allow you to reach your strategic business goals and objectives, and clearly differentiate your brand and identity in the marketplace. Branding: You are the Brand What's in a brand name? Everything! Think of these brands: Coke, Barbie, Hershey, McDonalds, Madonna, Pepsi, Bono, Microsoft, Kleenex, Xerox, Steven Spielberg, Dell and GM. Did you notice that brands can be things, replicas of people and actual people? Brands are the public perception of a thing or person. Brilliant Branding Builds Business Branding is more than product recognition or a simple logo. It is the overall intellectual and emotional impression people have when they think of your company and its product. When Search Engine Marketing and Trademarks Collide In the world of marketing, branding issues are always an important part of any campaign. Companies work hard for their name to be recognized as a quality organization and a leader in their field. Brand Strategy - Brand Value - Brand Identity Guru Developing brand strategy is extremely critical. The most important asset your company has is its brand. 7 Branding Secrets: Ready or Not? Every company has a brand (how people think of them) whether they created it through design or accident. By creating your brand through design, you shape the way you wish your company to be viewed by customers and potential customers. Business Branding - How Character Affects Customers and Your Business Image The public buys far more than just your products, services and so-called image promotions. Whenever they interact with anyone or anything associated with your business, they are automatically branded emotionally, good or bad, by the totality of your business character. Corporate Internet Branding - Branding Your Business Online Let me tell you a story about Pete and a pizza. After a long day of fighting uncooperative pipes and fixtures, Pete P. Brand Image - Brand Identity Guru Having a brand image is not a "have or have not" proposition. Everyone has one. Choosing The Right Business Name Sometimes, new entrepreneurs are in such a rush to get started at their businesses that they jump right into working with customers without giving much thought to their BUSINESS NAME. "I'll just do business under my own name for a while, until I find something I like. Logo-ize For Instant Identification & Increased Awareness The task of creating an indelible impact on the memory of your target market is arduous but can be made much easier with a well thought out logo. The word comes from the ancient Greek where it was used in philosophy and theology to mean "the divine reason implicit in the cosmos, ordering it and giving it form and meaning. Multi-Brand Franchises in the QSR Sector Well not everyone is aware that McDonalds also owns several other bands such as Boston Markets; 650 stores in 23 states, Chipotle Mexican Grill; 230 stores in 10 states, Donato's Pizza 200 stores in 10 states, Pret a Manager 140 stores in 4 countries, Fazoli's 400 units in 32 states and two countries. Of this the company derives 2 Billion in annual sales, this is not even counting McDonalds. McDonalds Supply Chain of Potatoes McDonald's buys its potatoes from corporate farmers in Idaho not the commodities market; therefore it limits its exposure to price gouging that might have occurred by using the commodity exchange to get those potatoes. Starbucks is doing the same thing, but instead of having partnerships and coffee beans, they are all of in-house. Branding Mistakes - Brand Identity Guru 1. It "sells itself. Branding 101: Why Its Critical to Business Success and How to Do It Right What's Your Brand?A brand is a product/company personality that helps distinguish it from the competition. It evolves out of the product essence. Branding - More Than Just a Statement - A Memory Scar Conjure up in your mind broad rolling meadows with runs of cattle or stock of some type, all discriminate by virtue of a registered brand. That's a most common and accepted understanding of branding. 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. Logo Design - Branding - Brand Identity Guru Do you have any idea how important your company logo is? Well you should. It appears on everything from your corporate identity system, brochures to your website, reaching customers, prospects, vendors and the press.
|
| home | site map |
| © 2006 |
