When building a brand platform for the corporate brand, there are several documents which may have already been created as part of a strategic business plan which should also be part of the brand platform.
And as a corollary, many enlightened companies will have incorporated the brand platform into the strategic plan.
After all, branding is, first and foremost, a strategic activity.
I know several entrepreneurs who believe branding is not a priority for a start-up company.
I say, NOT TRUE.
And they think the process of branding is too expensive for a small company.
Again I say, NOT TRUE
Branding is especially vital for a start up. Communicating why market members should investigate and then buy from a new company requires that company to stand out and above competitors because most folks won’t move from their existing buying patterns unless the new business offers value and/or improvements. Branding is a way to overcome inertia and communicates value. Continue reading Debunking Two Myths About Branding Start-ups→
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.
A 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 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.
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.→