Understand Brand

Branding has been defined, explained and examined extensively. There are books, articles, publications, seminars, and groups all dedicated to exploring the meaning and use of brand today.

Interestingly, with all this wealth of information, some of it developed by the greatest minds in the industry, I still hear "but what is branding?" Considering the multitude of sentences that begin "branding is..." it's an understandable question. What I believe people are looking for is not another definition, but rather understanding, and an idea of how and why this tool fits into their business.

The Brand Equation

Visual + Verbal + Experiential = Brand Perception

What you show, what you say and what you do adds up to what people know about you and what they think of your service, product or company.

Imagine a person you know. When asked to do that, the first thing that pops into your head is an image of that person. If that person walked up to you, you would recognize her, and if known well, recall her name. If you were describing that person to another you would list her features, offer her name and describe what she is like with both factual and subjective information. "You remember my friend Tracy from college, the one with the dark hair and the big smile? Now she's married and lives in Maine. She's an amazing photographer and so much fun, I really miss having her around. You'd love her."

The image you recognize, the words you recall and the references that make up your experience all add up to an impression. That person you thought of -- in addition to her face, name and your mutual experiences -- you also recalled how you felt about her, your impression. That's brand.

A visual image, a verbal message and experience with something leads you to form an opinion. So, in reality, brand exists whether we address it or not. Every interaction brings about an impression. In a business, however, crafting and controlling that impression mean the difference between reaching your goals and missing the mark.

It is sometimes thought that a great logo like the Nike "Swoosh," a catchy tagline like "Got Milk" or a well-known product like Coke is the brand. However, each of these major brands has carefully planned all three areas of their impression to guide their audience toward their ultimate goal -- loyalty. You recognize them, you can recall what they do and what they say and you know how you feel about them. If they have done their job well you will refer them "You have to try Coke, it's the best," affiliating your preference to their company "I only wear Nike's." This is the power of "Brand."

Brand Value

What's the value of "impression?" Huge international brands are used as examples because of their recognition, however brand is valuable to companies large and small, product and service, for profit and charitable. What's in it for you:

• Identifying your specialty makes you an expert in your niche.
• Developing a unique quality separates you from the pack.
• Crafting the impression you want helps customers see all you can do for them.
• Maintaining a constant message builds long-term recognition and recall.
• Attracting customers through referral is the cheapest and best marketing around.

If you are clear, consistent and creative you will attract the right business. Why waste time handling interest from unqualified buyers and receiving none from ideal contacts?

Who's Using Brand?

It's not just industry giants with multi-million dollar ad budgets. The power of brand is being harnessed everywhere. Our local school district launched a brand initiative a few years ago. Their mantra "Above and Beyond" is woven into assemblies, included in all written communication and demonstrated in curriculum changes. The latest email announced a 22% improvement in the standardized test scores of disadvantaged students.

Whether your aim is greater sales or better reading skills, brand provides a focus, streamlining your effort to achieve your goals.

Getting There

You can't prepare an effective image, message or experience until you decide what unique quality you're selling and to whom. Getting the right people to recognize, recall and refer your company is a process.

About The Author

Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

---

Google News Updated : Sat, 30 Aug 2008 12:25:52 GMT Comcast to Place a Cap on Internet Downloads - New York Times ABC News Comcast to Place a Cap on Internet Downloads New York Times - 3 hours ago By BRIAN STELTER Comcast, one of the country’s largest Internet providers, said this week that it would place limits on customers’ broadband usage. Comcast's Answer to ... InternetNews.com Critics Question Comcast Broadband Caps PC World CNET News - Wall Street Journal - ZDNet - InformationWeek all 386 news articles Publ.Date : Sat, 30 Aug 2008 09:08:14 GMT US Oil, Gas Producers, Pipelines Brace for Gustav (Update1) - Bloomberg ABC News US Oil, Gas Producers, Pipelines Brace for Gustav (Update1) Bloomberg - 1 hour ago By Margot Habiby Aug. 30 (Bloomberg) -- Royal Dutch Shell Plc and BP Plc plan to finish shutting oil and gas production platforms in the Gulf of Mexico and Enbridge Energy Partners LP will close pipelines as Hurricane Gustav gains strength and moves ... More volatility seen with hurricane, payrolls Reuters Airlines bounce as oil gives up early gains MarketWatch Forbes - DesMoinesRegister.com - CNNMoney.com - guardian.co.uk all 3,463 news articles Publ.Date : Sat, 30 Aug 2008 11:21:02 GMT Hurricane Gustav Strengthens, Accelerates, Heads for Cuba, Gulf - Bloomberg BBC News Hurricane Gustav Strengthens, Accelerates, Heads for Cuba, Gulf Bloomberg - 1 hour ago By Patrick Donahue and Robin Stringer Aug. 30 (Bloomberg) -- Hurricane Gustav strengthened and picked up speed as it headed toward western Cuba and the US Gulf Coast cities ravaged by Katrina and Rita in 2005, after lashing the Cayman Islands with ... Video: Gustav Follows Katrina's Path CBS Some leave Gulf Coast ahead of likely evacuations The Associated Press Reuters - Minneapolis Star Tribune - New York Times - Northeast Mississippi Daily Journal all 6,069 news articles Publ.Date : Sat, 30 Aug 2008 10:40:06 GMT S. Ossetia to be absorbed into Russia - United Press International BBC News S. Ossetia to be absorbed into Russia United Press International - 1 hour ago TSKHINVALI, Georgia, Aug. 30 (UPI) -- South Ossetia says it will become part of Russia and host Russian military bases under a new agreement. Video: UN does have double standards RussiaToday Kremlin announces that South Ossetia will Times Online The Associated Press - AFP - Civil Georgia - New York Times all 6,104 news articles Publ.Date : Sat, 30 Aug 2008 11:01:52 GMT Experts: Silver lining for ‘viable’ Mitt Romney - Boston Herald Experts: Silver lining for ‘viable’ Mitt Romney Boston Herald - 8 hours ago By Edward Mason Mitt Romney - once a top contender to be John McCain’s running mate - may have suffered a bruised ego when he was passed over for the little known Gov. It's not Pawlenty, it's Palin Worthington Daily Globe Pawlenty, after the pick, another day at fair Minneapolis Star Tribune Post-Bulletin - Washington Post - Grand Forks Herald - CNN all 2,700 news articles Publ.Date : Sat, 30 Aug 2008 04:13:29 GMT Obama campaign buoyed by convention - Los Angeles Times ABC News Obama campaign buoyed by convention Los Angeles Times - 5 hours ago He sees an unusually strong jump in support after the carefully choreographed event in Denver. By Peter Nicholas, Los Angeles Times Staff Writer DENVER -- Amy Pearl is the sort of Democrat who made the Barack Obama campaign nervous. Look out, Palin The Hillary factor . . . Chicago Sun-Times Hillary supporters aren't bitter; they're concerned Chicago Tribune The Associated Press - CNN - Philadelphia Inquirer - New York Daily News all 8,528 news articles Publ.Date : Sat, 30 Aug 2008 07:00:48 GMT Sign of the times - BBC News San Diego Union Tribune Sign of the times BBC News - 1 hour ago As Russia and the West warn of a new Cold War after the Georgian conflict, the BBC's Humphrey Hawksley in Moscow tries to imagine what it would look like. European Union to Hold Urgent Meeting on Russia Voice of America last straw" for Russia Reuters New York Times - Financial Times - Wall Street Journal - Jerusalem Post all 333 news articles Publ.Date : Sat, 30 Aug 2008 11:10:28 GMT RSS Feed Reader Web Site Traffic

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Co-Branding in Automotive Service Businesses

In a world of co-branding, point of destination strategies and... Read More

Understand Brand

Branding has been defined, explained and examined extensively. There are... Read More

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the... Read More

Brand Your Name!

Have you ever thought about branding your name? Does the... Read More

Why Should I do Business With You?

It's the question that is on the minds of all... Read More

Hiring the Right Graphic Designer for Your Small Business

Every small business needs it, but not many have it.... Read More

Self-Marketing: The I Focus

Ever had one of those conversations where you wondered what... Read More

Creative Branding Increases Sales Through Company Recognition

The one thing that everyone has in common is that... Read More

Quick Tactics To Brand Your Business And Make More Sales

This may come as a surprise... to you, but Branding... Read More

A good logo vs. a FABULOUS logo

If you had a choice, which one would you choose,... Read More

Branding Fiasco -- Better Be Who You Say You Are!

Our experience as customers offers great instruction into the concept... Read More

Trademark Issues in the Mobil Auto Business

There have always been trademark issues and lawsuits in the... Read More

Clouds Gather Before A Storm: Utilizing The Power Of Brand

How brand management can help utility organisations to create a... Read More

Whats In A Name? When It Comes To Your Business, Plenty!

Q: How important is the name of a business? Should... Read More

Value-pricing Strategy: Were not The Cheapest but...

In this highly competitive online marketplace, it can be difficult... Read More

Hummer is an Excellent Brand

What size is your Hummer? Hummers Come in All Sizes;... Read More

9 Keys to an Effective Logo

The right logo, with the right characteristics, will boost your... Read More

Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru

Consumers perceive and accept many brands within a certain trade... Read More

Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements

While we recommend that you contract with the same designer... Read More

How Brand as an Intellectual Property has Led to Corporate Globalisation?

IntroductionGlobalisation is referred to as a set of profound material... Read More

Brand Components

Your brand is the culmination of everything about you and... Read More

The Importance of Branding - Can It Really Make a Difference?

As consumers, we don't really think about the importance of... Read More

Too Dull? Too Sharp?

You work hard getting the right cover message and words... Read More

Managing the Corporate Brand - a Reputation Perspective

Adored, respected and coveted by customers and organisations alike, corporate... Read More

Living Your Brand on the Web - Part 1

OK, so you took the plunge and purchased your internet... Read More