All posts by Martin Jelsema

About Martin Jelsema

Coming up on 50-years doing advertising, branding, market research and new product marketing.

Find way to differentiate yourself from your closest competitors

Most Community Banks Don’t Practice Differentiation Where It Counts

There’s a tendency among community banks to believe their major competitors are mega bank systems like Chase, Wells Fargo and CitiBank. And they believe they have found effective ways to compete against them by being regional and personal.

Find way to differentiate yourself from your closest competitors
Find way to differentiate yourself from your closest competitors

So I did some research. Continue reading Most Community Banks Don’t Practice Differentiation Where It Counts

To Garner Trust, Keep the Brand Consistent

Repetition and consistencyA typical buyer will be exposed to at least 17 impressions of a company before considering doing business with it. At least that’s the statistic used by Jay Levinson of Guerrilla Marketing fame.

So doesn’t it stand to reason that those impressions had better be associated with the company in a consistent manner?  With all the impressions from so many sources, people can get overwhelmed, or more likely, people will ignore messages as best they can. Continue reading To Garner Trust, Keep the Brand Consistent

The brand platform begins with your mission statement

12-30-07-business-hand_writing.jpgIn building a corporate brand, or if you wish call it a corporate identity, I strongly suggest you begin with a brand platform.

The brand platform is a document that encompasses the many components upon which the brand is built. It is a way to focus these diverse elements so your brand can be consistent and relevant to the stakeholders you wish to relate to. Once prepared and approved at the very top management level, the platform should be used as a guide for all branding decisions, strategic and creative. It will also become an integral part of your company’s strategic plan.

Developing the brand platform will mean borrowing some elements from your existing strategic plan, beginning with the mission statement. But in case you’ve never created a mission statement, here are some thoughts about developing your first one. Continue reading The brand platform begins with your mission statement

Branding and Positioning Go Hand-in-Hand

Branding partners with positioning
Branding and positioning combine to deliver an integrated and powerful presence in the marketplace.

Branding, coupled with positioning, can differentiate your business and its products and services from your competitors, That combination can also establish a personality that is both unique and appealing to potential customers. It is a multifaceted,  process and discipline.  Continue reading Branding and Positioning Go Hand-in-Hand

Branding in Multiple Languages and Cultures

The following blog was contributed to Buzzworthy Branding by Christian Arno, founder of professional translation services provider Lingo24, Inc. If you’re planning to market in multiple countries, this advice will serve you well

Creating & Adapting Brands across Cultures

Just because a brand is big, doesn’t mean it always does things right – as South Korean car manufacturer, Kia, recently proved when they unveiled their latest model. The Kia Provo model caused outcry from Northern Irish politicians who linked its name to the street name for the Provisional IRA during the Northern Ireland Troubles.

Continue reading Branding in Multiple Languages and Cultures

A Strong, Integrated Brand Usually Comes from Savvy Sequencing.

I’ve discovered two characteristics driving many of the entrepreneurs I’ve served: possessiveness and impatience. Together they may be valuable in creating energy to get the idea rolling. It’s the idea that success loves speed. But that rush to market mentality can also sabotage a fledgling brand before it takes wing,

Quite often a startup will have been named even before a business model and plan have been created. This impatience may well result in the need to rebrand a company or product in a year or two because the first branding decisions were made with little understanding of markets, competition, consumer trends, and, yes, good branding practices. But these are just the first and most obvious problems. Continue reading A Strong, Integrated Brand Usually Comes from Savvy Sequencing.