Branding for Bucks: positioning is vital

Last blog I promised I’d speak to the concept of positioning and its importanceBranding for Bucks in the branding process.

Positioning is vital to a successful brand.

It is the most important aspect of branding, but it’s also a major determinant of how the business or product will be developed. So ideally, positioning would be an integral part of the original development of the business plan. Continue reading Branding for Bucks: positioning is vital

Branding for Bucks: vision, mission & value statements

As I mentioned last blog, I believe that branding is part of the fundamental strategic groundwork that dictates your business plan. Several significant elements discussed in the business plan should be highlighted and made the basis of your brand platform.

So I�d look to the business plan for the following information:

What markets segments do I plan to serve and why?
What are the major problems, needs, desires and characteristics of those market segments?
How can I solve their problems and satisfy their desires?
Who else is now attempting to satisfy those needs and desires, and how well are they doing?
How are my competitors now positioned within the marketplace? Continue reading Branding for Bucks: vision, mission & value statements

Branding for Bucks: Begin with a Brand Platform

I�m assuming you�re just beginning to create a business or introduce a product, andBranding for Bucks: the branding platform that you’ve not yet established branding elements.

I�m also assuming you�re astute and have developed a business plan first.

If not, go to this business planning web site and develop one. I don�t care if you�re just opening a diner or monetizing a web site, a business plan is the very first thing any new business builder should build. It sets up your business guidelines upon which all your future decisions and actions will emanate from.

There�s another reason for developing the business plan � much of what it contains is very relevant to building your brand. Continue reading Branding for Bucks: Begin with a Brand Platform

Branding for Bucks: what every entrepreneur should know

Icons are important for brandingThis is more than a single blog. I envision a series of about 12 to 14 different posts before it�s all over. But don�t worry: for the most part they will be posted each and every day so those of you on the cusp of beginning a business or launching a product will get a pretty intense and compacted set of guidelines to developing a strong brand right from the start.

That�s why the title. What I mean by that is two-fold. Continue reading Branding for Bucks: what every entrepreneur should know

Branding Microsoft via Seinfelds show about nothing

Branding Microsoft via Seinfelds show about nothing

I cant figure it out.

I was schooled in three types of advertising: product, corporate identity and direct response. Ive performed all three as a copywriter for a very diverse set of clients, from IBM and Hewlett-Packard to Accolade Interiors and Conestoga Trading Company.

But theres something wrong with the latest Microsoft campaign: It doesn’t fit in any accepted category. That’s OK if you’re bold enough and genius enough to know the basics and build upon them with innovative approaches. Continue reading Branding Microsoft via Seinfelds show about nothing