Hiring A Branding Company 101

If your company has a good product and a hungry market for that product, you’re closer to success than 90% of the rest. But to take that final step, some of the most successful companies in the world have hired a Branding Company to craft their company’s brand image into the sales and loyalty-generating machine it needs to be. How have these successful companies-take your pick from the Fortune 500-found these branding companies? There’s no one-stop resource or fail-safe formula.... Read more »

Defining Corporate Identity, Brand Identity & Brand Image

Corporate identity is a company’s visual presence, which involves the corporate logo and design strategy for corporate marketing collateral. Corporate identity does not encapsulate brand identity, which is best defined as the soul of your company. However, a corporate identity may, and often does, reflect a brand identity. But some ad agencies, marketing companies and graphic design agencies would have you believe that brand identity is the same thing as corporate identity and that changing... Read more »

The Makings Of A Marketing Plan

Here’s how to get a blank look from most business owners, managers and branding, marketing executives. Ask them, “What’s your marketing plan?” You’ll likely get an answer like this: “Well, I don’t really have one of those exactly, but I am doing some corporate branding, direct mail, updating my web site and considering search engine optimization.” Fact is, just the thought of a “marketing plan” overwhelms many. Mention of projections, studies,... Read more »

Branding, Positioning and Differentiation

Why don’t identical twins don’t have identical first names? Though they may look the same, they’re not. Just ask their parents. Even as newborns, they could tell them apart, and as they grow up, they’re distinctions become ever more pronounced. This is why we don’t give twin babies the same first names. In the business world, this idea would seem to carry over as the foundation for a common sensical approach to branding-that different products need to be different brands... Read more »

The 10 Keys to Branding Your Massage Therapy Business

Do you struggle to attract and retain the right clients for you? Do you yearn to have word-of-mouth renown? In an increasingly challenging market flooded with talented therapists and extremely savvy consumers, discover 10 Keys to developing a brand full of integrity that will inspire you, attract loyal customers, and make promoting your practice effortless. 1. Identify your values: This is the most critical step and yet, the one most massage therapists overlook. Do some soul searching and get... Read more »

Branding The Ford Motor Company

Have you seen the new commercial and re-branding from Bill Ford and the Ford Motor Company? As you know Ford is in big trouble. So they seem to be changing their positioning and re-Branding. Here’s the brilliant re-positioning they came up with (and it pretty much includes everything): 1. American Auto Industry is facing new challenges and fierce competition: Ya think Bill? Maybe the writing has been on the wall for the last 15 years? Maybe Bill Ford was on a golf course somewhere counting... Read more »

What Is Brand Identity?

Brand Identity is a promise. One given from business to customer to expect certain things. Whether that promise involves product quality, service, price or a million other things varies from brand to brand. But the one thing common among all brands is the need to be a strong brand. Why is brand identity so critical? A strong brand identity can position a company above its competition all by itself. But having a brand that’s strong takes time, money and effort to develop. It’s not as simple... Read more »

Brand Development - You Should Improve Your Branding

It might be almost blasphemous to talk about letting go of old brand equity and laying an old brand to rest, but there are times when change is needed. Reformulating and re-designing, or even overhauling an old brand can be a wise decision. If sales are flat and show no sign of growth, you’d better stop kidding yourself and hire a branding consultant. Brands are an extremely vital element in your product and corporate value proposition. With communications so pervasive today, corporate branding... Read more »

Brand Identity Guidelines

Developing a strong brand identity is the most important thing any company can do to develop its brand. It cannot get any simpler than that. Most organizations fail miserably at this very basic task though. Brand identity is how you want your company or products to be perceived. If you get this wrong it could lead to big time problems later in your brand image. So how does a company build its brand identity? Start with performing some branding research. When was the last time you went out to customers,... Read more »

Corporate Internet Branding Fundamentals

The Internet is a ubiquitous Corporate communications and sales channel, however many companies are still not utilizing much of its power. That could be because of loyalties to comfortable old channels or that there aren  Read More →