Category Archives: Branding Strategies

Brand Platform: competitive factors

Take a competitive stanceA major component of a brand platform is an identification and analysis of your competition.

First off, identifying competition isn’t as easy as it might seem, particularly if you’ve developed a newly-conceived product or service. You’re first reaction is, “I don’t have any competitors”. But this just isn’t true. Continue reading Brand Platform: competitive factors

Consider investors and the media when developing your brand platform

 Finishing up on the stakeholder groups that might affect you brand, I’ll just touch on two: media and investors.

Media forms have changed, but not the needTo include these in a brand platform (aka the brand-building blueprint), usually involves no more than making sure the brand does not violate a principle of investor or media relations.

Therefore at minimum, the platform needs to be reviewed by your PR and investor relations personnel for problems and issues.

In an ideal situation, those functions should probably be represented in the platform formulation process early on. Their inputs may save time and effort later, and their new perspective might produce some branding strategy nuances that can strengthen the brand as a whole. Continue reading Consider investors and the media when developing your brand platform

Must you brand for your external distribution networks?

distribution networks need brand supportIf you rely on distributors or retailers to actively merchandise your products (as opposed to just providing shelf space), you should include these entities as a plank in your branding platform.

That’s not to say you ignore the ultimate consumer. Those folks will probably always be number one branding priority unless you’re selling fresh fish or some other true commodity. But if distributors must also service, if retail personnel need to be sales trained, if manufacturer’s reps must know your product intimately before B2B purchase agents consider you, then they must be considered. Continue reading Must you brand for your external distribution networks?

When brands unite, it’s not necessarily “‘til death do us part”

Do due dilligence before entering into a branding partnershipThis extract from a Women’s Wear Daily article bespeaks the risks involved with co-branding and adopting a celebrity as part of your brand.

“…Target faces the task of replacing a major revenue generator for its clothing business: designer Isaac Mizrahi, who is becoming creative director for the Liz Claiborne brand. Mizrahi’s line did about $300 million at Target and analysts estimate the retailer will have to replace $400 million to $500 million of lost revenue upon his departure, given that shoppers buying Mizrahi clothes also bought other products while there.” Continue reading When brands unite, it’s not necessarily “‘til death do us part”

The branding platform should reflect employee participation in the brand

Continuing with stakeholder profiles and info that’s of value in developing a brand – and therefore needs to be documented in your Brand Profile – I’ll address employees today.

After consumers, I’d say employees are the most important stakeholder group for most organizations. Continue reading The branding platform should reflect employee participation in the brand

Make your brand relevant if you want consumers to care.

I have a new hero.

His name is Allen P. Adamson, a Managing Director at Lando Associates and the author of an inspired book, BrandSimple: How the Best Brands Keep it Simple and Succeed. He also blogs at BrandSimple. Continue reading Make your brand relevant if you want consumers to care.