| |
| |
|
Branding Information |
|
|
|
Brand Building 201: Finding The Ideal Way
The strongest and longest lasting brands branch off of anexisting category. Branching takes patience and time.There are two speeds for launching a brand, each one withits own pros and cons. Speed A, like a hot air balloon, takes a long time toprepare before the actual launch. PR, media marketing,favors A. Longevity success favors A. A tree growsstronger with a well-established roots. And this can onlyoccur with good soil, careful fertilizing, watering, andtime. Speed B, like a helicopter, takes off quickly but requiresmore fuel on take off, fuel that isn't there later on.Advertising favors B. Speed B for the Internet means viralmarketing--spreading by word of mouth. For the Net, this isusually e-mail marketing. The main reason A is usually a wiser choice is becausepeople are suspicious of new and different. Another reasonwhy it takes any business years to build their success. Atypical reaction: "Wait and see if this new concept turnsout to be worth while". Letting the brand build slowlyusing PR techniques can be like watching a tree grow. Youcan be lulled into falling asleep, however, don't be. Thereis a pivoting point where PR needs to turn into massiveadvertising. There are two hurdles each speed endures--credibility andconventional. Advertising fails because it usually can'tconvey credibility. It can create conventional--people wantto buy what other people want. People buy to be normal.People like to visit restaurants that have lots of cars outfront. Yet conventional cannot succeed without credibility.Credibility is why the most effective brand launching startswith PR. The only exception to this rule is selling to theearly adopter market. Real success is a combination of short-lived and longevityproducts and services. Short-lived can provide theadditional capital needed to fuel big advertising campaignsor new research. If you look at the toy industry, you cansee every Christmas they have short-lived fad items and theystill maintain items, like the Slinky, now celebrating over50 years. Service businesses need to use a combination as well. Fewin these areas understand the concept and usually brush itoff as N/A, non-applicable, to them. Mainly due to the needfor multiple marketing campaigns and the work needed to planand implement. This holds a higher truth the smaller thepractice usually due to time limitations. Another gear in the branding wheel is the number ofgenerations of buyers. Each generation have their own wayof buying charactertics. The only answer for this, is toknow how they are thinking and why they make the choicesthey do. How do you move fast enough in a slow building process andstill build credibility along the way? You can use the samemethod many public relations firms use--the leak. You leakthe information before its ready for launching. Thegestation length of the leaking period depends on theradicalness of the concept. The more revolutionary theconcept, the less advertising should play into the campaign. Advertising is used for brand maintenance not brandbuilding. As I mentioned earlier, advertising lackscredibility, the crucial element for brand building. The best way for PR use is to announce a new category not anew product. The media wants to talk about what's new andwhat's hot, not what's better. What they say about youdelivers credibility. It's because someone else is talkingabout you. Launching a PR campaign and an Advertising campaign are twototally different plans. This is a frequently misunderstoodconcept. For the accompaning article, Seven Simple Steps To A PRLaunch, visit the Abundance Center's article section. (c) 2004, Catherine Franz Catherine Franz, a Certified Professional Marketing &Writing Coach, specializes in product development, Internetwriting and marketing, nonfiction, training. Newslettersand articles available at: http://www.abundancecenter.comblog: http://abundance.blogs.com
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Brand Positioning - Brand Image That cross-trainer you're wearing -- one look at the distinctive swoosh on the side tells everyone who's got you branded. That coffee travel mug you're carrying -- ah, you're a Starbucks woman! Your T-shirt with the distinctive Champion "C" on the sleeve, the blue jeans with the prominent Levi's rivets, the watch with the hey-this-certifies-I-made-it icon on the face, your fountain pen with the maker's symbol crafted into the end . The Positioning of Success Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles. Don't Get Caught In the Trap: The BIG Difference Between Personal and Business Branding When you're all alone in the privacy of your home office, surrounded by your computer, your phone and your business idea, have you ever asked yourself, "Where's the line between me in my business and the business in me"?With hundreds of thousands of home-based businesses starting every year, and few ever flourishing, the topic of branding has become hot, hot, hot. And thanks to experts touting the need for a personal brand in sole proprietor businesses the confusion is growing. What Make Us Unique and Different Starting a business can take a lot of time, money, and energy. And because we don't want to completely re-invent the wheel, we often want to copy (legally) other techniques, strategies or processes used by others. A Successful Failure A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Whats In A Name? When It Comes To Your Business, Plenty! Q: How important is the name of a business? Should the name of a business reflect what the business does or is it better to come up with something catchy and easy to remember?-- Randy P.A: What's in a name? When it comes to your business, Randy, a lot more than you might think. Build Customer Loyalty by Promoting Your Customers Do you want to attract new customers while building greater loyalty among your current customers? Include your customers in your marketing and promotions. By creating greater awareness of your customers (and their businesses) you may help to build their businesses and increase their demand for your products and services. Branding: All My Exs Live In... .. Logo Design - Corporate Identity Branding - Brand Identity Guru Like it or not it's who you are. Your corporate Identity touches all aspects of your business and plays a vital role in your customer's overall feeling with your organization. Branded Email: Email Branding is the Next Generation of Email All You Need is Branded EmailOrAlways Branded Email There to Remind MeFor the past 75 years, almost every form of popular communication has transformed from black and white to color. Newspapers, television, and computers are only a few examples. Creative Branding Increases Sales Through Company Recognition The one thing that everyone has in common is that we are all consumers; we all buy. Every day, from daily small purchases, like your morning coffee and newspaper, to big monthly or yearly purchases, like a television or a car. Brand to Sell Well Branding is an application of appropriate marketing techniques in the right proportion to a product. Brand management is to manage the forces in a market suitably to win favors for the product. Brilliant Branding Builds Business Branding is more than product recognition or a simple logo. It is the overall intellectual and emotional impression people have when they think of your company and its product. Does Your Message Pass the Test? Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success. The MOST Expensive Mistake You Can Make Most people who own a small business have a huge passion and talent for the product or service they provide. Some people have a business degree. Santa - The Brand Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best, most positive brands around and it continues to inoculate him against any hint of impropriety, as it has for generations. Corporate Logo Design - 6 Keys to Success A corporate logo design should be highly instrumental in building your corporate identity and should successfully exude the company's attitude. The viewers must have some idea about the disposition, character, or fundamental values of your company through your logo. Logo Design Tips Logos can be described as visual icons that provide a unique identification element to a business or product. Logos provide quick visual recognition of a Company which in-turn builds branding. The Big-Pay Off -- Brand Value Many CEOs and marketing directors find their time wasted evaluating marketing opportunities instead of acting on them. When every possibility is followed, a meandering trail of hit and miss effectiveness is the result. Branding Strategy - Brand Identity Today, in many organizations around the world, branding is treated as a cosmetic exercise only, and regarded merely as a new name, logo, stationary and possibly a new advertising campaign. But, to associate your "brand" with such superficial cosmetics is like saying that people are really only the sum of their name, face and sometimes their clothingBut branding is a thoughtful discipline that strongly belongs to the long-term strategy of an organization; brand strategy is, or should be, business strategy, and vice versa.
|
Home | Site Map | 101InfoLinks Directory | You'll LOVE This! | Sports Fans ONLY
|
| © 2007 |
.
