Posts Tagged ‘Brand Management’

Understanding, Managing and Communicating Consistently Across Customer Touchpoints

Wednesday, September 5th, 2018

Customer reviews, client reviews, best PR firm, public relations, content marketingIn an article for Harvard Business Review, Adam Richardson discusses the concept of customer touchpoints, which he broadly defines as “any interaction point between the customer and your brand.” If we think about this definition, it truly is quite broad, not least because it invokes the concept of the brand, which is itself extremely broad.

Does an online ad reflect on your brand? What about a discussion with a billing agent over a discrepancy on an invoice? While the answer to the first question is probably obvious, the second might seem like a stretch at first. But in truth, both are examples of touchpoints. And touchpoints have a direct impact on consumer brand perceptions. (more…)

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The Potential Perils of Tying Your Brand to a Real Person

Friday, August 10th, 2018

There are numerous examples of company names tied directly to an individual. That person is often the founder but could also be a key personality. Even our current president achieved a great amount of fame by attaching his name to everything from hotels and golf courses to steaks and an online university. Naming a company after an individual can add some personality to the brand and make potential customers feel a more personal connection to that brand. We know who the frontperson is; we know what they look like; and we know a bit about their personality and character.

But that isn’t always a good thing. (more…)

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Companies Need to Make Sure Everyone, from the CEO on Down, Recognizes the Impact of Their Words

Wednesday, August 8th, 2018

In a highly publicized conference call, first reported by Forbes, Papa John’s founder John Schnatter used the “N-word” during a discussion between Papa John’s executives and marketing agency Laundry Service. What followed was weeks of turmoil where Schnatter first stepped down as chairman of the Papa John’s board of directors, then said his decision to step down was a mistake, and then filed a lawsuit against the company he founded for what he describes as the “heavy-handed” way he was treated. The company’s stock has (more…)

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5 Branding Missteps You Should Avoid

Thursday, March 15th, 2018

 

Branding is an area we explore regularly with clients – conducting brand audits, developing brand positioning, etc. Some of the most common errors we see are: (more…)

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13 Branding Skills Recommended by the Young Entrepreneur Council (YEC)

Thursday, January 4th, 2018

20846299 - typography illustration poster of brand management wordsA recent slideshow by Entrepreneur.com discussed what they consider to be 13 skills that will help improve branding efforts. Of course, this is a subject area we are particularly focused on, so we wanted to take a look. The list was compiled by the Young Entrepreneur Council (YEC), with each skill provided by a different member of the YEC. The 13 skills they recommend are: (more…)

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Building Your Brand Story, One Piece at a Time

Thursday, December 28th, 2017

Brands are made up of multiple components – your product or service; your logos, advertising campaigns, public relations and sponsorships; the behaviors of your employees and your customers’ interactions with them; the personalities of the top executives and/or owners, etc. As we’ve said many times before, it’s ultimately the market that truly defines your brand, and they do so by absorbing all of the elements we just mentioned into an overall image in their mind of who your company is and what it stands for. (more…)

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Brand Building for a New Business

Monday, November 27th, 2017

It can take years to develop a firmly established brand. And for good reason. A brand is more than a logo or an advertisement or even an entire ad campaign. A brand is how the market sees your business based on the totality of the information available to them: your marketing efforts, media coverage of your organization – including social media, stories from friends and family – and their own personal experiences.

For new startups, the brand is essentially non-existent. The market may be familiar with the entrepreneurs behind the company, which can add some element of a brand, but for the startup itself, the brand is a blank slate. That’s both a curse and a blessing. The curse is that nobody knows anything about your company: your story, your values, your mission, etc. The flip side to this – the blessing – is that you have the opportunity to attempt to build a brand as you see fit. (more…)

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Evaluating Your Brand? One Key Question to Ask Your Target Market

Thursday, October 19th, 2017

38309393 - group of different families together of all racesWhile businesses can never have complete control of their brand, they absolutely have the opportunity—and obligation—to work to manage and influence how their brand is perceived. Part of that journey starts with some basic market research. You need to understand how you’re currently perceived before you can start planning to get to where you want to be. (more…)

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Why You Should Build Your Brand Based on Reality—Not Advertising Campaigns

Thursday, August 17th, 2017

20846299 - typography illustration poster of brand management wordsMarketers are understandably concerned about building and protecting strong brands. An Economist article from a few years ago discusses the power of brands.  “Brands account for more than 30% of the stock market value of companies in the S&P 500 index, reckons Millward Brown, a market-research company. Everyone knows that a Ralph Lauren Polo shirt costs more than a polo shirt; Coke without the logo is just cola.”

But, brand-building efforts are sometimes misguided– (more…)

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Toward a Broader Understanding of Brand

Thursday, July 6th, 2017

Most businesspeople and students of marketing would probably agree with the statement that your brand is important. Yet, despite this importance, the concept of a brand isn’t always easy to grasp. Part of that problem is because a brand is made of so many components that it needs to be considered very broadly.

In an article for Forbes titled “Your Brand Isn’t What You Think It Is,” author Ty Kiisel points out that most people don’t truly understand what a brand is. Kiisel writes: “I think most people would agree (although there are still some holdouts), your brand is not your logo or your colors. Of course the colors you choose and the way you present your name to the world is considered part of your brand, but it’s not the most important part. Your brand isn’t what you say you are either.” This is true … but what is your brand? (more…)

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