We all continue to hear how important branding is to the success of an organization. But what specific factors contribute to branding effectiveness?
Definition
First and foremost, an organization must define what its brand is. According to one website, “Disney is one of the brands that seems to do everything right. It’s wholesome, high-tech, nurturing, kid-friendly, escapism, sentimentalism is all wrapped up in one brand.” This is truly the feeling you get when you encounter a Disney theme park, character, movie or website.
So, the first step is to take some time to evaluate your business:
• Who are you?
• What values does your organization represent?
• How do you want to be perceived?
• How would you describe the ideal outcome of a customer relationship?
• What product or service do you offer?
• What differentiates your organization?
Discussing these issues with key leadership can help you define or clarify the brand experience you want customers to have. In addition, this can help ensure that all marketing efforts support your brand identity.
Pictures and prose
The next step is to determine the look and message of your communications, starting with your company name and logo.
Some logos work well in color brochures, but don’t translate well in black and white print ads. Or perhaps the logo looks great in a TV spot, but can’t be reproduced accurately in items such as shirts and specialty items. What looks appropriate on your website may appear overwhelmed when used in signage. Because the logo will be a part of your brand for many years to come, experts recommend that you make the investment of having it professionally designed. This will help ensure that it translates well across all mediums and effectively communicates your brand.
Not only do you need a distinctive logo, but your message also needs to reach your target audience with just the right words. One example is through the use of taglines. A company may occasionally change its taglines, but they should always support the brand. A couple of examples include: “With a name like Smucker’s, it has to be good.” and “Please don’t squeeze the Charmin.”
But it’s not just about the taglines. From compelling website copy and attention-getting ads to catchy jingles and informational brochures, the right words said the right way can have a powerful impact. Experienced copywriters know how to incorporate words and phrases that will cause your prospects to take action—to engage them to use your product or service and become a loyal follower of your brand.
An example of this is Apple’s website that led with the headline, “Apple reinvents the phone.” Anyone who has followed Apple over the years knows that their brand stands for reinvention and innovation. These few simple words reinforce who they are and what they mean to their passionate fans.
Inside out
Some organizations spend a fortune on branding their business all through a well-executed marketing plan (which is certainly important) but neglect one of the most critical aspects of branding—their internal customers. It’s important to remember that branding is a verb. It requires action and commitment from all levels within an organization. The following steps explain how a business, school or other entity can implement branding strategies from within the organization:
1. Define or clarify the brand with key leadership.
2. Share the brand vision with employees of all levels, especially those who come in contact with constituents on a regular basis.
3. Believe in the brand by using your own product or service.
4. Live the values 24/7 (if your company promotes itself as honest, it’s important to demonstrate those values in all of your interactions, even behind closed doors).
5. Communicate the brand throughout the facility with signage, in meetings and on all correspondence.
Unfortunately, too many organizations start and stop with number five. They believe that putting a brand statement in writing makes it a reality. The truth is the first four items are of much greater importance in building your brand than simply putting it in writing.
To thine own self be true
A recent article in The Wall Street Journal discussed how Tiffany & Co. decided to take drastic measures and hiked up the prices on a highly-profitable line of bracelets. Here’s what happened: In 1997, Tiffany’s launched a line of silver bracelets for just $110. They became quite popular among teens, who soon began flocking to the stores, especially in suburban locations. Sales flourished with an influx of profit from these bracelets which cost less to make and were also sold at a price teens could afford.
But, as you can imagine, Tiffany’s typical wealthy customers became a bit frustrated when the shopping experience became similar to waiting for dinner at a chain restaurant—complete with a beeper to let the customer know when a sales associate finally became available. “Fearing damage to its brand, Tiffany’s hiked prices on less-expensive silver jewelry to discourage teen buyers. It also reinvigorated its previous efforts to woo the ultra-rich with pricier collections and renovated stores,” according to the January 10 article in The Wall Street Journal. In addition, Tiffany’s went back to highlighting its craftsmanship with exquisite items like their $2.5 million pink diamond ring.
The message?
Greater profits that damage your brand may merely lead to short-term gains that can’t be offset by the long-term loss of brand equity. Wise leaders continue to measure their business decisions against how they support the organization’s established brand.
Time and money well spent
Branding is a process that requires research, insight, critical thinking, creativity and commitment, and it may be one of the most critical pieces of your business plan. Take time to define who you are and who you want to be. tpw
Definition
First and foremost, an organization must define what its brand is. According to one website, “Disney is one of the brands that seems to do everything right. It’s wholesome, high-tech, nurturing, kid-friendly, escapism, sentimentalism is all wrapped up in one brand.” This is truly the feeling you get when you encounter a Disney theme park, character, movie or website.
So, the first step is to take some time to evaluate your business:
• Who are you?
• What values does your organization represent?
• How do you want to be perceived?
• How would you describe the ideal outcome of a customer relationship?
• What product or service do you offer?
• What differentiates your organization?
Discussing these issues with key leadership can help you define or clarify the brand experience you want customers to have. In addition, this can help ensure that all marketing efforts support your brand identity.
Pictures and prose
The next step is to determine the look and message of your communications, starting with your company name and logo.
Some logos work well in color brochures, but don’t translate well in black and white print ads. Or perhaps the logo looks great in a TV spot, but can’t be reproduced accurately in items such as shirts and specialty items. What looks appropriate on your website may appear overwhelmed when used in signage. Because the logo will be a part of your brand for many years to come, experts recommend that you make the investment of having it professionally designed. This will help ensure that it translates well across all mediums and effectively communicates your brand.
Not only do you need a distinctive logo, but your message also needs to reach your target audience with just the right words. One example is through the use of taglines. A company may occasionally change its taglines, but they should always support the brand. A couple of examples include: “With a name like Smucker’s, it has to be good.” and “Please don’t squeeze the Charmin.”
But it’s not just about the taglines. From compelling website copy and attention-getting ads to catchy jingles and informational brochures, the right words said the right way can have a powerful impact. Experienced copywriters know how to incorporate words and phrases that will cause your prospects to take action—to engage them to use your product or service and become a loyal follower of your brand.
An example of this is Apple’s website that led with the headline, “Apple reinvents the phone.” Anyone who has followed Apple over the years knows that their brand stands for reinvention and innovation. These few simple words reinforce who they are and what they mean to their passionate fans.
Inside out
Some organizations spend a fortune on branding their business all through a well-executed marketing plan (which is certainly important) but neglect one of the most critical aspects of branding—their internal customers. It’s important to remember that branding is a verb. It requires action and commitment from all levels within an organization. The following steps explain how a business, school or other entity can implement branding strategies from within the organization:
1. Define or clarify the brand with key leadership.
2. Share the brand vision with employees of all levels, especially those who come in contact with constituents on a regular basis.
3. Believe in the brand by using your own product or service.
4. Live the values 24/7 (if your company promotes itself as honest, it’s important to demonstrate those values in all of your interactions, even behind closed doors).
5. Communicate the brand throughout the facility with signage, in meetings and on all correspondence.
Unfortunately, too many organizations start and stop with number five. They believe that putting a brand statement in writing makes it a reality. The truth is the first four items are of much greater importance in building your brand than simply putting it in writing.
To thine own self be true
A recent article in The Wall Street Journal discussed how Tiffany & Co. decided to take drastic measures and hiked up the prices on a highly-profitable line of bracelets. Here’s what happened: In 1997, Tiffany’s launched a line of silver bracelets for just $110. They became quite popular among teens, who soon began flocking to the stores, especially in suburban locations. Sales flourished with an influx of profit from these bracelets which cost less to make and were also sold at a price teens could afford.
But, as you can imagine, Tiffany’s typical wealthy customers became a bit frustrated when the shopping experience became similar to waiting for dinner at a chain restaurant—complete with a beeper to let the customer know when a sales associate finally became available. “Fearing damage to its brand, Tiffany’s hiked prices on less-expensive silver jewelry to discourage teen buyers. It also reinvigorated its previous efforts to woo the ultra-rich with pricier collections and renovated stores,” according to the January 10 article in The Wall Street Journal. In addition, Tiffany’s went back to highlighting its craftsmanship with exquisite items like their $2.5 million pink diamond ring.
The message?
Greater profits that damage your brand may merely lead to short-term gains that can’t be offset by the long-term loss of brand equity. Wise leaders continue to measure their business decisions against how they support the organization’s established brand.
Time and money well spent
Branding is a process that requires research, insight, critical thinking, creativity and commitment, and it may be one of the most critical pieces of your business plan. Take time to define who you are and who you want to be. tpw