All About Branding

Home
>
Branding
>
All About Branding

In this article i will explain how you can make your brand an succes.

Corporate branding...does not start at your logo and stops at your products. The corporate brand is more than the visible parts, but is very deeply rooted in your company and encapsulates all the customer's interaction with your company.

The holistic perspective ensures consistency in the manifestation of your brand promise, through all media and all levels of customer interaction. You have to approach a brand as a whole.

All who devaluate the important contribution the brand elements and attributes make to the brand, will fail to generate significant value from their branding efforts. Brand encompasses the entire range of the company's corporate identity, products, services, behaviors, distribution channels, technologies, processes, and communication channels. It is the sum total of your customers' experiences and prospects' perceptions.

Tips to create and maintain a strong brand:

» be distinctive, offer something better and different on a dimension customers care about;

» execute this promise very consistently;

» communicate this promise consistently and persistently.

The common goal should be not to only fulfill the needs of your customers, but to exceed their expectations.

Many people ask me what is an brand analysis ?

Brand Analysis Explains "who you are" - "where you are" and "what your condition really is".

Brand analysis produces a clear snapshot of your brand compared to your competitors and its condition in general.

What first surfaces is your current position versus your competition. You have to find out what your competitive share is, through comparing your market growth with the growth of your competitors and study the status quo and the projections for the industry you are in.

These results are complemented by a more subjective analysis gained by interviewing key people and regular staff of your firm and additionally your external partners/alliances. You need questionnaires for this purpose,to get all the right answers from your staff.

Next step is: to explore how the general public sees and experiences your brand. You have to questioning people in malls, on the street and other public places, what you think is important.

You have to conduct a survey with your loyal customers and select the members of your target group and to really get to know them, so you have to develop a specific set of questions to get to the bottom of what you want and need to know. Take care some companies use Pre-fabricated questionnaires, what would be of no good - as each company is different, so that is an problem but also an solution, therefore you have to develop these questions for your company specifically. You also have to talk to the people on the phone, launch a survey on your web site and question them where your products are for sale.

Then proceed to examine if your practiced brand communication is consistent throughout every point of contact with your clientele and review existing product offerings.

This is all necessary in order to develop a comprehensive brand strategy as the next step of branding.

Billy Horner is one of the the founders of Visual Orange Co., Ltd. Offers corporate branding and organizing of Events based in Ayutthaya, Thailand. He has been involved in branding services and marketing for 8 years in Asia and has helped several businesses to succes http://www.visualorange.com

In The News:

Yahoo! News: Top Stories

President-elect promised change, picking insiders (AP)

AP - President-elect Barack Obama promised the voters change but has started his Cabinet selection process by naming several Washington insiders to top posts.

Fed sees economic woes persisting into next year (AP)

AP - Pounded by a fierce financial crisis, the country is sinking deeper into economic despair and is likely to be in the hole well into next year, forcing more Americans into the ranks of the unemployed.

Detroit automakers' rescue stalls in Senate (AP)

AP - A plan to give troubled U.S. automakers billions of dollars in government-backed loans is on life support, leaving the fate of hundreds of thousands of workers and Detroit's once-venerable car companies hanging in the balance.

Recession fears send world markets down (AP)

AP - European and Asian stock markets tumbled Thursday after recession fears sent Wall Street plunging the day before.

Dems look to stop endangered species rule changes (AP)

AP - With the Bush administration on the verge of relaxing regulations protecting endangered species, Democratic leaders are looking at ways to overturn any last-minute rule changes.

Astronauts vow remaining tool bag won't drift away (AP)

AP - Astronauts vowed to double-check, even triple-check, to make sure a bag of tools is properly tied down during a spacewalk Thursday so it doesn't float away like one did earlier this week.

China to overhaul battered dairy industry (AP)

AP - China announced a complete overhaul of its dairy industry Thursday to improve safety at every step Â— from cow breeding to milk sales Â— saying its worst food quality scandal in years had revealed "major problems" in quality control.

Lawyer: Michael Jackson to testify in London (AP)

AP - Michael Jackson's lawyer says the pop star has agreed to come to London to respond to a Bahraini sheik's $7 million lawsuit.

Ind. inmates sneak through ceiling to have sex (AP)

AP - Three male and three female inmates at a southern Indiana jail face charges that they devised a way to sneak between cell blocks to help pass their time behind bars by having sex.

NFL reinstates Cowboy CB Adam 'Pacman' Jones (AP)

AP - The NFL is giving Adam "Pacman" Jones another chance. Dallas Cowboys owner Jerry Jones said Wednesday the suspended cornerback has been reinstated by league commissioner Roger Goodell, but he must miss two more games Â— this Sunday and the following game on Thanksgiving. He'll be back Dec. 7 at Pittsburgh.

Recession blues play on (Reuters)

Reuters - Global economic misery spread on Thursday with the Federal Reserve predicting U.S. recession well into 2009, Japan's exports to Asia falling for the first time in six years and job losses mounting.

Obama taps Arizona governor for homeland security: report (Reuters)

Reuters - U.S. President-elect Barack Obama's top choice to lead the U.S. Department of Homeland Security is Arizona Gov. Janet Napolitano, CNN reported on Wednesday, citing multiple sources.

Global stocks at 5-1/2 year lows (Reuters)

Reuters - World stocks dropped to 5-1/2 year lows and oil hit 22-month troughs as investors reacted to dire Federal Reserve warnings on the economy and fears about the viability of major U.S. auto makers and bank giant Citigroup.

Prospect for auto bailout dims (Reuters)

Reuters - Chances dimmed that a last-minute plan being crafted by Republican senators, with White House support, to provide $25 billion to bail out U.S. automakers would receive enough backing from Democrats to pass before the end of this week.

U.S. pact can pass Iraqi parliament: minister (Reuters)

Reuters - A pact allowing U.S. troops to stay in Iraq for three more years has a chance of being approved by parliament despite some heated opposition, Foreign Minister Hoshiyar Zebari said on Thursday.

California court to hear gay marriage ban case (Reuters)

Reuters - California's Supreme Court on Wednesday agreed to hear a legal challenge against the state's voter-approved ban on gay marriage and let the ban stand in the meantime.

Woman posed as teen online in suicide case: attorney (Reuters)

Reuters - A Missouri woman established a fake identity online to torment a vulnerable teenage girl who later committed suicide, federal prosecutors said on Wednesday in a trial that is being closely watched by the burgeoning social networking industry.

Pakistan protests over U.S. missile strikes (Reuters)

Reuters - Pakistan summoned U.S. ambassador Anne Patterson on Thursday to protest over missile strikes launched by pilotless drone aircraft against militant targets in Pakistan.

Governments scramble to protect jobs as losses mount (AFP)

AFP - Governments scrambled to cushion the impact of the finance crisis Thursday with France launching a sovereign wealth fund and China unveiling a jobs protection plan as the car industry made huge new cuts.

Russia to send more warships to battle Somali pirates (AFP)

AFP - Russia announced Thursday it would send more warships to combat piracy in the waters around Somalia, as the Saudi owners of the Sirius Star negotiated with the pirates holding their oil tanker.

All About Branding

Branding Branding