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→
In 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.
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→
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.→