Category

Brand Identity

10 Questions to Ponder for Your Brand

Ten questions to consider right now, today, to get a sense of your brand’s health and long term well-being: Could we be selling more of our “stuff”? Have we defined exactly how we want our brand(s) to be perceived in the… Continue Reading →

A Closer Look at “Brand Identity”

“Brand identity.” It just may be one of the more misunderstood and under-appreciated terms in marketing. More often than not, it seems people simply associate “Brand Identity” with the graphic identity of the brand — the logo, graphic design system, and perhaps… Continue Reading →

Starbucks Gets The Value of Brand Touch Points

Starbucks knows a thing or hundred about clicking with its customers. Not only have they mastered the art of serving coffee to the masses, but they also pour a consistent brand experience with every single cup. But it hasn’t been easy. Starbucks celebrated its 47th anniversary… Continue Reading →

Starting A New Business = New Brand Opportunity

A blank slate. A fresh start. A new business. If you’re at the starting line for sure-fire success with a new venture, congratulations! One way to pave the way for that success is to consider the kind of brand image… Continue Reading →

Take Control of Your Brand Identity to Build Your Brand Image

“It’s not what you say, it’s what you do.” That timeless chestnut sums up the difference in the oft-confused branding jargon of “identity” and “image.” And, when it comes to successful branding, both parts play a key role in success…. Continue Reading →

The Brand Identity: The Long View

“What do you want to be when you grow up?” We were all asked that at one time or another (I still ponder over this question for myself some days). It’s a fair question to consider for your brand(s) right now — what… Continue Reading →

Brand Identity vs. Brand Image

Brand Identity. Brand Image. Similar, but fundamentally different. Even marketers get them confused. Not to mention the graphic designers out there adding fuel to the confusion by crafting nifty visual or graphic identities (logos, etc.) under the guise of “brand… Continue Reading →

What Exactly is a “Brand?”

This question was recently posed to a LinkedIn group to which I belong: What is a brand? Not surprisingly, the responses were varied and, depending on one’s perspective, correct. If ever there was a loosy-goosy marketing term, “brand” is probably it. The question… Continue Reading →

The Importance of Core Brand Values

In many ways, brands are like people. In fact, I often ask participants in my brand identity workshops to describe the subject brand persona as if it were an actual person. One key element of this persona is the core… Continue Reading →

The Many Faces of Your Brand.

Who represents your brand out there on a day-to-day basis? Your sales force? Without a doubt. Customer service reps? Absolutely. Service providers? Yep. Anybody else having direct customer or prospect contact? Of course, yes. Certainly, you’ve empowered these official brand representatives to… Continue Reading →

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