Branding Difficulties? Count the Ways Inconsistencies Can Show!
November 24, 2010 by Mary Ellen · Leave a Comment
Tracking your digital files for consistency and brand image can be challenging, especially if you work with a virtual assistant, webmaster, or another third party.
Save time and ensure accuracy when you establish a digital master file. Such a file contains formatted and standardized items, as well as the latest logos and graphic elementsyou’re your brand. Produce and manage items such as these in your master:
Art
- Gravatar
- Logo – high resolution as well as web quality
- Stationery/letterhead template
Auto text
- Copyright statement
- Standardized footer
- Standardized header
Documents and templates
- “About our company” paragraph
- Bio – in three versions – 150 words, 250 words, 500 words
- Business cards
- Contract template
- E-book template
- Flyers for appearances, workshops, special events
- Handout template
- Invoice template with logo
- Labels
- Memos
- Press release template
- Product descriptions
- Proposal template
- Special report template
- Statements template
Photos
- Product photos – high resolution as well as web quality
- Headshots – high resolution as well as web quality labeled with properly spelled names
- Power point template and slides
For your convenience – and to stimulate even more thought, I’m including a free download of the PDF Branding Audit presented in my e-book, The Six Week Marketing Master Plan. Enjoy! A little pre-work to eliminate branding inconsistencies is well worth the effort.
Need a different approach to your marketing? Today’s topic is day forty-one of a 45-day step-by-step marketing master plan. Choose to take your business to a new level topic by topic, day by day, with specific actions, based on clear worksheets. Act now to maximize your time and return on time invested. As a result, you’ll be in an entirely new position this time next year.
Transform Your Small Business With the Power of Branding
March 2, 2010 by Mary Ellen · Leave a Comment
Branding: the process of creating and living a brand’s message, according to soon-to-be-published Brand DNA: Uncover Your Organization’s Genetic Code for Competitive Advantage by Carol Chapman and Suzanne Tulien.
The authors, principals with The Brand Ascension Group, use Meg’s story to develop the premise of branding as an internal function encompassing the core message of a business.
Following a free webinar, “Cashing in on Branding,” Meg becomes a Brand Ascension client to better brand Ecologé, her line of natural/organic body-care products.
With the help of Carol and Suzanne, Meg develops her core brand, working through components like value, style, differentiators and standards. These are the four components of Brand DNA.
Throughout the book Carol and Suzanne make it clear that branding is an inside out process and they present it step-by-step. Even the terminology makes the distinction:
Marketing = the process of communicating and spreading your message. (External)
Branding = the process of defining the core perception of and actioning (through behaviors, systems and processes, and environment) your message. (Internal)
From Meg’s “magic story,” a structured way of getting employees on the same page, to her view of the value of an updated logo, Brand DNA is real. At one point Meg jumps to a conclusion when she sees a glimmer of a solution. We see the disconnect: Meg wants to spending money on an external message before she addresses the company’s internal response.
Brand DNA’s authors are certified trainers in accelerated adult-learning methodologies. It shows. We first see the exercises reflected through Meg’s eyes and we hear her commentary about employee reaction.
The interactive workbook presents a do-it-yourself option, and gives estimated times for each exercise segment. Most businesses could benefit from working through one or two of the activities. In addition, a “consultant’s corner” suggests further questions and actions for any business.
Believable. Authentic. Doable. Those words came to mind as I reviewed Brand DNA. A student of branding, I enjoyed the discussion.
As a presenter who addresses branding for small business, I found myself admiring the cohesiveness of Brand DNA for the local or regional brand on the grow. An acknowledgement of small business pressures provides a healthy dose of reality: working on your business while working in it is one such example.
Brand DNA is an easy, thought-provoking read. It can provide an in-depth, brand-transforming result. In “Afterward” the authors say:
“Remember that branding is a process, not an event, and that this level of consciousness around your brand should continue for the life of your organization, not just by you, the owner, but by all its stakeholders. Clearly articulating your Brand DNA will help streamline many other facets of the business (e.g., marketing, communications, employee hiring, partnering, business decisions, etc.). When you achieve this level, you will see your business thrive!”
Each chapter of the book supports the statement, “Branding starts from the inside out.” Whether you’re looking for a collection of brand terminology, or assessments and or collaborative exercises to address employee involvement in your brand, this book has something for you. Working on branding will indeed affect every other aspect of your business.
Small business owners serious about improving their branding can pre-order Brand DNA at the author’s discount.
(Disclosure: Suzanne Tulien contacted me through my blog and I agreed to review the book.)
Power in Endorsements or Winning and its Impact on Brand
February 22, 2010 by Mary Ellen · 1 Comment
Once again Tiger Woods claimed the mainstream media spotlight. Widespread coverage of his press conference to apologize emphasized the importance we give to “bad boy” sports figures and their mistakes.
The key, of course, is the game. As a country, we seem ever-willing to forgive athletes: NFL quarterback Michael Vick, who pleaded guilty to dogfighting, is now yesterday’s news and he continues to play. NBA star Kobe Bryant, once front page theater is no longer of main-stream interest and he continues to play.Bode Miller, known for bad behavior and excessive arrogance at previous Olympics is now relished for his ever-present humility and, of course, his ability to win. Chris Del Bosco, the American/Canadian Ski Cross competitor has turned his life around and deserves a chance to be recognized for sobriety. He, too, wins and in so doing commands our respect.
- Does my brand benefit from the score, the wins, this athlete brings to the game?
- Do those numbers outweigh the potential pitfalls of losing?
- What values (think morals) are important to me and to my brand?
- Can this star incorporate those values so my business is better because of its association?
- Is there a match in brands between my company and this athlete?
- How will my business fare if something goes wrong?
- What protection do I have for my product if this athlete makes a mistake? (i.e., a morals clause in the contract)
Search
Recent Posts
Categories
Useful Links
Archives