Tags |
|
|
Links |
|
|
Item Upon - Branding, The How's, What's And Why's
The most important single distinction we must make in our target group for any brand is the one between prospects and customers. This is because these two groups play very different roles in our business building program.There are two broad strategic activities involved in increasing our brands’ market share. We have to keep getting more revenues. And we have to avoid losing revenues we are already getting.We will never grow our market share if we don’t keep in-creasing our revenues. We will also never grow our market share if we keep losing more revenues than we are getting.Each of these two strategic activities involves two functions:There are two broad ways to keep getting more revenues: 1. We have to convert more prospects into customers. 2. We have to ge
In order to be able to do this you must first be able to describe what you want your business and products say, so start with your Mission Statement or Elevator Statement.
* The Mission Statement - this is what you want your business to be or do as it operates. You need to be realistic and focused. Being profitable is not a mission statement, but deciding what you want to do to be profitable is.
* The Elevator Statement - This is 1-4 sentences that you would use to describe your business, in the time that it takes to travel in an elevator - or a few minutes. It is used
In certain cases the company name itself is used as a family brand name under which varied products of the company are marketed. This process is called corporate branding. Corporate branding is resorted to only when the company is confident that lending the company name to its products gives a better identity for the products. And once the corporate brand name is established, it facilitates easier establishment of new products.In the matter of corporate branding, a manufacturer has a number of options. He may adopt a family brand name for all his products. He can adopt individual brand names for each individual product. He can adopt multiple brand names for the same product with a view to catering the varying segments of the market. Finally, he can offer his product for branding by a middleman
So what is Branding?
Many people think that having a logo and maybe a short description of their services is all they need to set up their brand. This is not so. Your brand encompasses all that your business does, from first contact with your potential customers through to how your products are defined and sold.
Your brand is what defines and describes your business. Look at any two different companies that compete in the same market and look at how people recognize and remember them.
For example look at Rolls Royce and Toyota - they both sell cars but each company is known for a different reason. Someone looking for a car on a budget would not go to Rolls Royce - yet both sell their cars on reliability.
Clearly more people would aspire to purchase a Rolls Royce, but many also be happy to purchase a Toyota.
Look again at the perceived value of a brand. Why is the iPod the desired MP3 product when other brands have similar properties and reliabilities? People perceive the ipod to be superior and are willing to pay more for the pleasure of owning one. Indeed many people would not consider any other purchase. This is clever branding by Apple who marketed their product as being very desirable to certain markets.
I Don't Have that Kind of Money - So Why do I Need to Create my Own Brand?
The main reason, has to be to differentiate yourself, but it also makes the promotion of your company and development of your products so much easier. There are thousands of new businesses and many times more web sites. You need to:
* Set yourself apart from the competition
* Make yourself memorable so that people will either look for your business or choose you above your competitors.
* When introducing your business to a new customer, your brand should go before you and communicate much of what you want to say.
Your products are easier to define and design, if you center them around your brand definition. For example we have PowerPacks that include everything you need to set up a specific type of business. Thus we sell The AdSense PowerPack, The Affiliate PowerPack and The Entrepreneur PowerPack. Thus we take this concept and produce the products to fit this brand image. We are known for our PowerPacks which helps with our sales.
So How Do We Create Our Own Brand Then?
You brand must say:
* Who you are
* What you do
* How you do it
* What the benefits of using your business are
You brand MUST establish your company and build your credibility with your prospective customers.
In order to be able to do this you must first be able to describe what you want your business and products say, so start with your Mission Statement or Elevator Statement.
* The Mission Statement - this is what you want your business to be or do as it operates. You need to be realistic and focused. Being profitable is not a mission statement, but deciding what you want to do to be profitable is.
* The Elevator Statement - This is 1-4 sentences that you would use to describe your business, in the time that it takes to travel in an elevator - or a few minutes. It is used w
The Puerto Rico State Agency that oversees the collection and reporting of State income taxes deducted from payroll checks is:Department of the Treasury Bureau of Income Tax Intendente Alejandro Ramirez Bldg. Paseo Covadonga, Stop 1 P.O. Box S-4515 San Juan, PR 00905 (787) 721-2020 http://www.hacienda.gobierno.pr/Puerto Rico has no State Income Tax. Therefore, there are no State W2's to file, no supplement wage withholding rates and no State W2's to file.The Puerto Rico State Unemployment Insurance Agency is:Department of Labor and Human Resources Bureau of Employment Security Prudencio Rivera Martinez Bldg. 505 Munoz Rivera Ave. Hato Rey, PR 00918 (787) 754-5262The State of Puerto Rico taxable wage base for unemployment purposes is wages u
For example look at Rolls Royce and Toyota - they both sell cars but each company is known for a different reason. Someone looking for a car on a budget would not go to Rolls Royce - yet both sell their cars on reliability.
Clearly more people would aspire to purchase a Rolls Royce, but many also be happy to purchase a Toyota.
Look again at the perceived value of a brand. Why is the iPod the desired MP3 product when other brands have similar properties and reliabilities? People perceive the ipod to be superior and are willing to pay more for the pleasure of owning one. Indeed many people would not consider any other purchase. This is clever branding by Apple who marketed their product as being very desirable to certain markets.
I Don't Have that Kind of Money - So Why do I Need to Create my Own Brand?
The main reason, has to be to differentiate yourself, but it also makes the promotion of your company and development of your products so much easier. There are thousands of new businesses and many times more web sites. You need to:
* Set yourself apart from the competition
* Make yourself memorable so that people will either look for your business or choose you above your competitors.
* When introducing your business to a new customer, your brand should go before you and communicate much of what you want to say.
Your products are easier to define and design, if you center them around your brand definition. For example we have PowerPacks that include everything you need to set up a specific type of business. Thus we sell The AdSense PowerPack, The Affiliate PowerPack and The Entrepreneur PowerPack. Thus we take this concept and produce the products to fit this brand image. We are known for our PowerPacks which helps with our sales.
So How Do We Create Our Own Brand Then?
You brand must say:
* Who you are
* What you do
* How you do it
* What the benefits of using your business are
You brand MUST establish your company and build your credibility with your prospective customers.
In order to be able to do this you must first be able to describe what you want your business and products say, so start with your Mission Statement or Elevator Statement.
* The Mission Statement - this is what you want your business to be or do as it operates. You need to be realistic and focused. Being profitable is not a mission statement, but deciding what you want to do to be profitable is.
* The Elevator Statement - This is 1-4 sentences that you would use to describe your business, in the time that it takes to travel in an elevator - or a few minutes. It is used
1. Yes, why not use reverse psychology on your banner ads.. Tell people not to click on your banner. Example: “Don’t Click Here If You Like Shopping”2. Your sales message on the banner must be as attractive as possible. Using words like ultimate, powerful, sizzling, hot, etc to maximize the effect on your message. Make sure your words relate to your business and highlight your offer.3. Everyone is looking for a good deal. Offer a discount or a limited time only free offer, save x amount if you buy today, buy one get one free etc.4. Give people proof that you are not wasting their time by clicking on your banner ad. Make sure they understand your offer and include a testimonial.5. People don’t know you so don’t think they trust you. Why not have a famous and respectable pe
I Don't Have that Kind of Money - So Why do I Need to Create my Own Brand?
The main reason, has to be to differentiate yourself, but it also makes the promotion of your company and development of your products so much easier. There are thousands of new businesses and many times more web sites. You need to:
* Set yourself apart from the competition
* Make yourself memorable so that people will either look for your business or choose you above your competitors.
* When introducing your business to a new customer, your brand should go before you and communicate much of what you want to say.
Your products are easier to define and design, if you center them around your brand definition. For example we have PowerPacks that include everything you need to set up a specific type of business. Thus we sell The AdSense PowerPack, The Affiliate PowerPack and The Entrepreneur PowerPack. Thus we take this concept and produce the products to fit this brand image. We are known for our PowerPacks which helps with our sales.
So How Do We Create Our Own Brand Then?
You brand must say:
* Who you are
* What you do
* How you do it
* What the benefits of using your business are
You brand MUST establish your company and build your credibility with your prospective customers.
In order to be able to do this you must first be able to describe what you want your business and products say, so start with your Mission Statement or Elevator Statement.
* The Mission Statement - this is what you want your business to be or do as it operates. You need to be realistic and focused. Being profitable is not a mission statement, but deciding what you want to do to be profitable is.
* The Elevator Statement - This is 1-4 sentences that you would use to describe your business, in the time that it takes to travel in an elevator - or a few minutes. It is used
During the late 1950s there went the story of Lycra that remained almost unknown until 20 years further. Inventive things mostly have the lengthier period of commencement. But the most fortunately the people over the world have now adopted cotton fabrics that are specially designed to protect the bodies from the commuting strain.For easy and comfortable travel conditions these days we have Waterproof, wrinkle proof and in some of the case even the temperature proof Travel wears. The fabric that adjusts according to the wearer's body temperature makes the traveling between the different climatic areas comfortable. Now we can have many necessary things from fabric like the material of running shoes that allows the feet to breathe freely, stockings or the socks saturated with vitamin C for keepin
Your products are easier to define and design, if you center them around your brand definition. For example we have PowerPacks that include everything you need to set up a specific type of business. Thus we sell The AdSense PowerPack, The Affiliate PowerPack and The Entrepreneur PowerPack. Thus we take this concept and produce the products to fit this brand image. We are known for our PowerPacks which helps with our sales.
So How Do We Create Our Own Brand Then?
You brand must say:
* Who you are
* What you do
* How you do it
* What the benefits of using your business are
You brand MUST establish your company and build your credibility with your prospective customers.
In order to be able to do this you must first be able to describe what you want your business and products say, so start with your Mission Statement or Elevator Statement.
* The Mission Statement - this is what you want your business to be or do as it operates. You need to be realistic and focused. Being profitable is not a mission statement, but deciding what you want to do to be profitable is.
* The Elevator Statement - This is 1-4 sentences that you would use to describe your business, in the time that it takes to travel in an elevator - or a few minutes. It is used
If you are of a certain age you will vividly remember the following names: Helena Rubenstein, Faberge, Germain Monteil, Trigere, Revlon, Elizabeth Arden, Max Factor, Schwinn, W. T. Grant, Montgomery Ward and Chuck Taylor. Each name represented a hugely successful consumer product brand.Each of these brands was grown from the entrepreneurial seed of a visionary. Unfortunately, each was subsequently abused, in several cases terminally, by non-visionary corporate bean counters. A classic example is Revlon. Revlon is instructional because it remains in the news, mostly for being a tortured shell of it’s former glorious self. Founded by Charles Revson in the 1930’s, Revlon was the largest cosmetic company in the world until the 1980’s. Ultima, Norell, Charlie, Bill Blass and Eterna 27 were subsidi
In order to be able to do this you must first be able to describe what you want your business and products say, so start with your Mission Statement or Elevator Statement.
* The Mission Statement - this is what you want your business to be or do as it operates. You need to be realistic and focused. Being profitable is not a mission statement, but deciding what you want to do to be profitable is.
* The Elevator Statement - This is 1-4 sentences that you would use to describe your business, in the time that it takes to travel in an elevator - or a few minutes. It is used when meeting new people who ask "and what do you do?" or as an introduction when networking.
So What Should Be Described Within My Brand?
First of all, pretend that you are one of your target customers and list 5 things that they will be seeking from your product. These items would encompass a short definition of one of more of the following:
* Price
* Quality
* Service
* Support
* Components of the product
* Scarcity or availability
* How and when delivered
* Accessibility
* Security
I am sure that you can think of a few more that relate to your business.
So now define who, what and where you are in these terms and you should come up with something like this.
" We provide some of the hottest business and marketing informational products on the internet and all of our products are of the highest quality. Many of them we write ourselves or we scour the internet and read every ebook that we sell, to ensure that they will be useful to you as well as good value."
This is the mission statement of our informational product part of our business - selling under the brand name Clikks.com
We have defined what we are selling, to whom and established our credibility as well as providing an easy to remember and catchy brand name.
Is That All Then?
Not quite - you now need to be be recognized by your customers. Here is where you tag line and logo come into play.
My tag line - what's that?
Well if you become as well known as Nike it can be something very short like "Just Do It" - but that is a few years and few $million down the road. Your tag line is a short description of what you do.
Something like "Information and Services for the Serious Entrepreneur" which explains what we sell and to whom. It also differentiates us from the many less that appropriate sellers of business information.
Now you need a logo - it does not need repeating that this should also reflect your brand. If you are saying you are modern and efficient - you don't want an old fashioned, messy looking logo. It should always reflect your brand and be simple and recognizable. You should include it on:
* all your communications
* your web site
* your products
* your give aways
* your marketing materials and adverts
Yes, Got All Of That - Any Last Suggestions?
Be consistent with your brand promotion - don't keep changing it as people are more likely to remember things the more they see them.
Regular marketing enables you to establish your credibility and relevance to your target market.
Remember your brand allows you to pre-sell your company and products as well as ease the introduction of new
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.itemupon.com/article/8092/itemupon-Branding-The-Hows-Whats-And-Whys.html">Branding, The How's, What's And Why's</a>
BB link (for phorums):
[url=http://www.itemupon.com/article/8092/itemupon-Branding-The-Hows-Whats-And-Whys.html]Branding, The How's, What's And Why's[/url]
Related Articles:
Bookmark it:
|