Category Archives: Branding Strategies

Brand Must Reflect Company Vision, Mission, Values and Position to Be Creditable

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.

Four strategic statementsSo when I suggest the brand platform should contain the corporate mission statement, vision statement, values statement and positioning statement, it is possible they already exist. But if not and your company has not addressed those statements, I’ll define and differentiate them here so there’ll be no confusion as to the function of each and how each affects the corporate brand. Continue reading Brand Must Reflect Company Vision, Mission, Values and Position to Be Creditable

Defining the brand platform.

As the name suggests, a brand platform is the foundation upon which an enduring brand can be built. Just as with an engineering project, it is the solid base upon which an enduring structure can rise. And if you think of a platform in a train station, that’s where you begin your journey.

Brand platform is the starting point
A solid base on which an enduring structure  rises.

The branding platform takes into account the various factors that affect a brand. These factors may vary according to industry, product category(s), available supply chains, etc.. And of course, the platform will vary if you’re branding a company, a product, a service, an event or a destination. There is no generic brand platform. But for the most part, the “planks” of a brand platform are these: Continue reading Defining the brand platform.

How to Create a Unique Brand Position

Brand positioning in simple words means to differentiate your brand from the competition in a positive, unique and memorable fashion.
Rising above the static

A Way to Rise Above the Static

Positioning should begin with a knowledge of your competition, their strengths and weaknesses. Then factor in the ways you can differentiate your offerings from those competitors. Build a consistent and long-range brand by promoting the difference your product or service makes through all the branding elements: name, tagline, messaging, graphics, spoke persons, events, sales process, customer service, policies and activities. Positioning means being known for something – something unique and valuable. Continue reading How to Create a Unique Brand Position

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

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