Consider your own market. If you surveyed people about your brand’s industry and asked them which brand they would wear on a T-shirt, what brand would they choose and why? Would your brand be the one they’d be proud to display on their shirts or would they rather show off their loyalty or approval of a competitor’s brand? [Read more…] about Would Your Customers Wear Your Brand on a T-shirt?
Branding Strategy – Go Big or Go Home
I often tell my branding clients to develop their brands with their biggest aspirations for those brands in mind. What’s the point of creating a business and brand if you don’t have big goals for it? So often I hear of businesses that create a brand and grow out of it within a couple of years. At that point, the company needs to invest time, resources and money into rebranding when that problem could have been avoided if the brand was originally created with stretch goals in mind. [Read more…] about Branding Strategy – Go Big or Go Home
Brand vs. Commodity
The next time someone in your company suggests to you that investing in brand development, positioning and messaging isn’t important, remind them that without your brand, you’d have little left to compete with than price. In other words, without your brand, you’re just another commodity.
Certainly, your products and company offer features and benefits that consumers want and need, but it’s your brand that makes those features and benefits recognizable and preferred. Those features and benefits are extensions of your brand. Will they function on their own without a brand to support them? Perhaps, but a brand makes those features and benefits much more powerful and helps to further differentiate them from anything else available on the market. The brand makes them special and makes customer loyalty possible. [Read more…] about Brand vs. Commodity
Website Branding and Usability
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