I’ve been thinking about website design and branding this week, so I thought it would be a good time to talk about branding and website usability here on Corporate Eye. Having come from a large corporate background, I’m well aware of the struggle between the marketing and IT groups when it comes time to create a new website. The process begins by putting two groups of people who think completely differently in a room together and forcing them to create an end result that not only works but also drives business. [Read more…] about Website Branding and Usability
Turn Brand Negatives into Brand Positives
Is there an aspect of your brand that is viewed negatively by consumers? If so, it’s quite possible that your brand negative could be repositioned or recommunicated to become a brand positive. Remember, much of branding and marketing is about consumer perception. How do consumers perceive your brand, and what is its position in the marketplace relative to other brands? By massaging consumer perception, you can turn threats into opportunities.
Take a brand like Listerine for example. Listerine has battled a negative brand image as a mouthwash with a terrible taste since the day it arrived on the market. In fact, the taste is so awful and the mouthwash is so strong that people have difficulty rinsing for the required 30 seconds recommended on the Listerine label. [Read more…] about Turn Brand Negatives into Brand Positives
10 Questions to Ask to Develop Your Brand Internally
A critical component to developing a business brand strategy is ensuring that your employees understand that brand strategy, buy into that brand strategy and live that brand strategy. In fact, one of the first steps you should take as you develop your own brand strategy is to look within your own company.
Ask your employees to confidentially respond to the following questions:
- What word (or words) come to mind when you think of our brand?
- What does our brand stand for in the minds of consumers?
- What should our brand stand for in the minds of consumers?
- Do consumers trust our brand?
- Do you trust our brand?
- Do you purchase our brand?
- Do you recommend our brand to friends and family?
- Do you like telling friends and family what company you work for?
- Do you think our leadership is focused on delivering our brand promise to consumers?
- What other brand do you think does a better job than we do?
Asking your employees to answer the above questions will give you an idea of where your brand currently stands in their minds and where you need to make changes in order to have any chance at convincing them to buy into your brand strategy. In other words, if they don’t think the company lives the brand strategy at the executive level or overall, then it’s highly unlikely they’ll be willing to live the brand strategy that is passed to them from upper management through training sessions, special events, etc.
In other words, your employees need to believe in your brand strategy to live it. Begin building your brand internally first.
What other questions would you add to this list? Leave a comment and share your thoughts with Corporate Eye readers.
Break Through Branding Clutter
Does your brand stand out in the crowded marketplace? Does your brand message stand out from the myriad of messages that clutter consumers’ minds each day? In order to ensure your brand is noticed and remembered amidst the clutter, you have to be certain that it stands for something specific. In other words, it needs to offer a unique value proposition.
Truth be told, I dislike the buzz phrase “unique value proposition” because I think it’s overused. However, I’m using it here since it actually does apply. What makes your brand unique and what makes it distinctly different from other brands available to consumers? What makes your message more important than all the other messages customers hear? [Read more…] about Break Through Branding Clutter
Does Your Brand Matter?
Would anyone notice if your brand disappeared tomorrow? Would anyone care?
Those are two questions that branding experts use in what’s often called the tombstone test. By answering those questions, you’ll get a better idea of the importance of your brand in the marketplace.
Is your brand easily replaceable in the minds of consumers? Do customers feel a strong loyalty to your brand? Try the tombstone test to learn the truth about your brand.
Think of it this way. Would anyone notice if Coca-Cola disappeared tomorrow? Undoubtedly, millions of people would notice. Would anyone care if Coca-Cola disappeared tomorrow? Certainly, millions of people would care, and they’d probably be very vocal about it.
Now try the same test with your brand. If your own feelings about your brand are getting in the way of making an accurate assessment, then go out and speak to your customers directly. Ask them if they would miss your brand or care if it disappeared. You just might be surprised by what they tell you. In fact, their responses might make you completely redefine your marketing strategy.
Another interesting approach to the tombstone test is to ask your customers the same questions about your competitors’ brands. Compare the answers to those given for your brand, then look for opportunities or threats and modify your strategy to fill the gaps (or take advantage of them).
Remember, successful brands are those that people care about and would miss if they disappeared. If you customers don’t care now, then it’s your job to make them care.
So does your brand matter? If not, make it matter!
Give Your Brand a Check-up
When was the last time you sat down and evaluated your brand’s health? I don’t mean just looking at sales numbers and net profits, I mean analyzing every aspect of your brand to ensure it’s reaching its full potential. I call this process a Brand Check-up, and it’s an essential part of your ongoing brand strategy.
Conducting a Brand Check-up isn’t difficult. The simplest way is to use a classic SWOT Analysis and analyze your brand’s strengths, weaknesses, opportunities and threats. Many marketers these days devalue a SWOT Analysis, but I truly believe there is no better way to get all the details of your brand’s current position and to determine areas for improvement, concentration and growth than with a simple SWOT Analysis. [Read more…] about Give Your Brand a Check-up