Branding

Branding Index

276. I'm Just Starting, Why Do I Need a Logo Design? By Umberto Micheli
     Businesses eager to open often give little thought to their identity. With so much to get done, designing an appropriate logo hardly seems like a top priority. However, this oversight can prove to be a costly error in the long run.While it's admirable to let your uncle's wife's cousin take a crack at designing your logo, it might not be very wise - especially if it's not what they do professionally day-in and day-out. You don't let just anyone contact your best clients. Nor do you let just an…



277. Franchising is Virtually Fraud Free By Lance Winslow
     The number of complaints to the Federal Trade Commission on Franchising do not indicate ramped fraud in the franchising sector. The FTC before Congress gave a report showing that the number of complaints was fewer than one tenth of one percent, lower than any other industry. Nearly all the franchising cases the Federal Trade Commission filed, were gray, crying wolf area of law and most settled as soon as possible; considering the slow nature of our courts in America.Some of the cases the Feder…



278. Logo Design - Branding - Brand Identity Guru By Scott D. White
     Do you have any idea how important your company logo is? Well you should. It appears on everything from your corporate identity system, brochures to your website, reaching customers, prospects, vendors and the press. In other words, your logo gets to everyone and as they say you only have one chance to make a first impression. Present yourself clearly and dynamically, and you'll look like a professional, even if you are a small company.We also recommend hiring a branding company to execute you…



279. Co-Branding in Automotive Service Businesses By Lance Winslow
     In a world of co-branding, point of destination strategies and co-op marketing; all industries are evolving and diversifying to capture greater profits within a single brick and mortar location. The same strategies are used on the Internet only you can see it happen faster in real time on Internet web sites. In general much of the new thinking has been customer driven due to lifestyle changes, low unemployment, time factors and quality of life issues of the consumer.If you look at amazon.com w…



280. Franchisor Policies for Unlicensed or Sold Territories By Lance Winslow
     Franchisors often have issues when they own a brand which has service vehicles; where franchisees wish to operate in non-franchise assigned territories. We had this as a re-occurring issue in our franchise system. We came up with this policy, which is also in our Confidential Operations Manuals. Here is a sample policy for our franchisees:“Unlicensed Areas”“If you are called into an unlicensed territory for service, you may service that particular client. You will obviously pick up additional…



281. Brand Love, Part 2 By John Jordan
     Last issue, I talked about increasing your Brand Love-- meaning to increase the affection that prospects and customers feel toward your business.Why?Because increasing "affection" will build relationships. Those relationships, if made strong enough by increased Brand Love, build a bridge for prospects to become customers. To some, that bridge might be made of rope, swaying in the breeze, complete with wooden planks. To others, it will be a mighty stone structure. It all depends on how well you…



282. Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru By Scott D. White
     Consumers perceive and accept many brands within a certain trade group in different ways. By personifying a brand (How would you describe brand X if it were a person?) we can find out, that for instance consumers perceive brand A as a young, impulsive, lively, attractive, energetic woman full of ideas. In the same way could brand B be an elderly, conservative and relaxed man. The brand can also have a completely inexpressive and bad image. That is how brand C may not have any real personal cha…



283. The New Branding Awareness - A Value Based Concept By Mari-Lyn Hudson
     The new branding awareness is about when you take ownership of a commodity, a special talent, concept or product. What is it that you stand for? What you stand for is an experience that your customers feel from you.Don’t be ShyWhen it becomes for you to take a stand, you cannot be shy about it, you need to back it up totally, no matter what other people think of you, say about you, you need to promote it and be it.Your brand needs to be value-based, like giving extra WOW customer service and b…



284. Brand Strategy - Brand Identity Guru By Scott D. White
     If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand—or have its famous brand but no facilities—which would you choose? It’s not a trick question. But it demonstrates the power of the brand. Walk into any bank and say “hi I’m Coca Cola, how about a loan”!Let me ask another way. If you could have all the products or services your company produces, but not its name and brand, are you confident they would sell? The truth is, people don’…



285. Pressure Washing Companies and Co-Branding By Lance Winslow
     Pressure washing companies often miss what we call ‘super niche’ markets, those industries which very much need pressure washing services and are willing to pay top dollar for them. One such industry is the signage business. For a pressure washing company with no relatives or friends in that industry it is hard to break in and get work there, however if you con-brand with an existing company you may find yourself with more work than you can handle and able to bill at very high ratesHaving been…



286. Measuring Return On Investment By Nancy Fraser
     ...or Is My Brand Working?To measure the impact and effectiveness of marketing and branding on the bottom line alone is a mistake. There are far too many facets of the success equation. It is easy to lose enthusiasm and focus if there are no intermediate benchmarks of success for activities that will ultimately affect the bottom line.The value of reputation, relationships, brand awareness and consumer attitudes related to your business, are impossible to measure just on financial return.A thor…



287. Quality and Service - Yeah, Right! By Greg Roworth
     One of the critical drivers of business success is having a unique competitive advantage. Most managers understand that to attract a larger share of the market, or find enough customers prepared to pay a premium price, they must provide something of greater value than their competition. For most managers, competitive advantage boils down to providing superior quality and service. Think about it. Is this what you are aiming for?Now, striving for quality and service sounds to me like what Am…






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