allergies: ธันวาคม 2008

วันจันทร์ที่ 29 ธันวาคม พ.ศ. 2551

Build Brand Value BIG Time

Ask your self this question, In which business are we really in? And stay far from the dark world of commodities...

I am astonished!!! I just witness how in three days a clan of marketers ? brand managers, advertisers, researchers - drove a brand into the huge world of commodities, these people approach the brand building process as a conjunction of ideas- do not matter if the ideas were good or bad- and were clearly afraid to innovate and challenge the rules of their game.

If you are planning to maintain your brand as far as you can from the dark world of commodities, why not innovate by reconsider the category in which you compete and create your own rules.

As Theodor Levits from Harvard business school once exemplified it: "The once- powerful railroads were blindsided first by automobiles and then by airlines. This happens because railroad companies define them selves too narrowly as being in the railroad business rather than the transportation business."

But redefining your industry does not mean hiring a new ad agency to think a fancy new slogan ad and spend millions of dollars communicating it.. To make it work, you have to approach your brand building process strategically and communicate it each day in every interaction with your consumer, offering high-quality products and services that your customers rally want and that will reinforce the values offered by your brand and expand the emotional connections your customers fell with it.

When Steve Jobs came back to Apple with the mission of bringing back the brand from the darkness the first thing he did was redefine his business. "What Apple is about, is not making boxes for people to get their jobs done, although we do that very well. Apple is about more than that. What Apple is about, its core value is that we believe people with passion can change the world for the better. That is what we believe." Excerpt form Steve Jobs' speech to software developers

That day Apple created its own game, and became something more, since then Apple has launched products like the i-Mac and G4, and most recently has become the center of the digital music world with the iPod and i-Tunes store.

James Dyson invented his own game when he created the Dyson vacuum cleaner, a vacuum with a unique shape and a clear collector bin, so you can watch the dirt cycloning around. He made fun the vacuum cleaning experience.

If you speak to Richard Branson he would tell you that his business is to create FUNKY business, I wonder who competes with Virgin in this business

Yes, you can think this could be risky if you already are by far the #1 in your industry, but Howard Shultz is trying to transform Starbucks into the largest digital music retailer in the world, he most be crazy.

But maybe brand building is about being rationally crazy .

To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

McDonalds Supply Chain of Potatoes

McDonald's buys its potatoes from corporate farmers in Idaho not the commodities market; therefore it limits its exposure to price gouging that might have occurred by using the commodity exchange to get those potatoes. Starbucks is doing the same thing, but instead of having partnerships and coffee beans, they are all of in-house. Its Starbucks owns the partnerships they grew the coffee then they might have a conflict of interest for their stockholders. Because they would be dictating the price of the coffee at the partnerships been sold to Starbucks. If they paid a little more than normal for those coffee beans, so the coffee plantation can expand by better production facilities and upgrade then Starbucks funneled money to those partnerships, that should have either paid in dividends, shown as profits or retained earnings. By doing that their stock price would go up and shareholders would be better served short-term. There is a lot more involved before that food or drink gets to your table. Commodities are very much part of the behind the scenes of our civilization.

McDonald's has even other things to consider. Its franchisees need to realize economies of scale to pay the extra franchise fee, royalties and price for the potatoes that make the French Fries. If the McDonald's made a deal long ago to help Ray Kroc's personal friend expand the production of his potato farm, in turn for loyalty to sell to McDonald's, then that is totally fair (speaking of Simplot of ID). Even if, McDonald's pays 2 cents more per potato now. You see, the potato farmer is reaping the rewards for helping Ray Kroc in the beginning; build the McDonald's brand name. Building a brand name is the most important thing that McDonald's has today. Sometimes, accounting irregularities do not take in consideration future market domination, marketing strategies, brand name building, and loyalty of partnerships, co-brands, team members and vendors. What we should understand is that anytime you are building a prototype, or trying out a new system, you must reward for potential success. By doing this, with what ever means is possible is important. You have to reward your team. Your team consists of much more than just employees, Just stockholders, and partners.

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

Wealthiest 10% of Americans Name Top Quality Brands for 8 Products in New Survey

The seventh in a continuing series of twice-yearly surveys by The American Affluence Research Center (AARC) reveals the brands considered to have the highest quality, regardless of price, by the wealthiest 10% of Americans, the 11 million households representing about half of all consumer income and spending, a third of the total US economy, and 70% of the personal wealth of Americans.

Just released, the AARC report, The Luxury Market: Spring 2005 Survey of Affluent Americans, shows the affluent named Rolex, Cartier, and Tag Heuer as the top three brands for quality, regardless of price, for lady's fine watches. For lady's fine jewelry, Tiffany, Cartier, and David Yurman were the top three brands. For man's fine watches, Rolex, Tag Heuer, and Seiko were the top three brands.

For automobiles, Mercedes, BMW, and Lexus were at the top. For major home appliances, the affluent named General Electric, Sub-Zero, and Viking most frequently. In home entertainment equipment, Sony was dominant and no came close. In the cruise line category, Royal Caribbean, Holland America, and Princess were named more often than the luxury brands.

Some slight differences in the rankings were evident by gender, age, and level of wealth. These differences tended to favor the less frequently named brands.

The one category where men and women differed most significantly was in lady's designer/couture apparel. The women named Ralph Lauren, Armani, and Jones of New York as their top three brands. The men placed St. Johns and Chanel at the top of their list.

This information is based on a national survey of 346 men and women in the wealthiest 10% of American households. The survey participants have an average income of $369,000 and an average net worth of $2.7 million.

Ron Kurtz is a principal of The American Affluence Research Center and The Management Resource Group. Both companies provide marketing research and strategic planning services to prominent clients in the travel and hospitality industries, especially those targeting the affluent market.

Prior to founding MRG in 1989, Ron's experience included over 20 years in senior management positions in the airline, hotel, and tour business. As the founding President of Sea Goddess Cruises, he created the product category of small deluxe ships for the very affluent. He also served as the chief marketing officer of four cruise lines, including Norwegian Cruise Line and Windstar Cruises.

Ron has been a key contributor to 6 start ups and 11 turnarounds of substantial businesses. He earned his MBA at Harvard Business School.

For further information: <a target="_new" href="http://www.affluenceresearch.org">http://www.affluenceresearch.org</a> and <a target="_new" href="http://www.mrgconsultants.com">http://www.mrgconsultants.com</a>

วันอาทิตย์ที่ 28 ธันวาคม พ.ศ. 2551

Logo Design Tips

Logos can be described as visual icons that provide a unique identification element to a business or product. Logos provide quick visual recognition of a Company which in-turn builds branding. Business owners and overly enthusiastic artists can often go astray in their efforts to design the perfect logo. There are too many examples of logo designs that look uninspired, overtly abstract or seem to be nothing more than whimsical art. Many of these logos are designed without forethought into usage, application or even cost impact upon a business. So how do you create a logo that makes business sense? Consider following a few simple guidelines:

Remember that your logo is a business tool. Your design concept should begin with a commitment to portray your business as professional and competent. A logo is not an art piece! Avoid using elements that may give a "dated" look such as those 1970's flowers that were on so many Volkswagen Beetle cars. A logo design should take into consideration how, when and where the logo will be used. A logo has a cost impact upon your business from the day that it is introduced. There is more to designing a logo than simply hiring an artist or online art shop to assemble shapes and colors ? it is a business decision.

Create your logo using vector graphics software. Simply put, images done in vector graphics can be resized and maintain design integrity. There is no loss in clarity, sharpness or definition and the file size remains constant. A common program for creating vector graphics is Adobe Illustrator. Software like Photoshop, which works in pixels, is better suite to working with photos and texture style areas. You can create your original image in any software but have it redone in a vector graphics format before you print or reproduce your logo. After all, a logo is all about sharp image.

Avoid complicated and intricate designs. A logo that is too intricate hinders rapid visual identification. The viewer is required to "study" the image in order to mentally process the image and relate its identification to a given company. Note the simplicity and high visual impact of the Nike "Swish", an excellent image. Another reason to avoid complicated designs is that they do not reduce well. A busy, intricate logo on the side of a company truck may look wonderful but when the same logo is reduced in size for use on a business card it may become a meaningless blob of ink. Keep it simple and clean.

Limit color selection to a maximum of three colors. Ideally use one or two colors but never more than three. There are three main reasons for this guideline. One, your printing costs for printing business cards, letterhead, envelops, labels, etc. are increased for every additional color that you require. Your "cheap" logo design could end up costing you a lot of money. Reason number two, your visual impact or even identification could be diminished or completely lost in some mediums. Consider a logo that has overlaid images of different colors ? looks nice, right? What about when you fax your proposal or letter and your logo is now in a black and white realm? Does the black and white (grayscale) version still provide distinction? An example of lost-in-translation logo is a peacock used to promote color and via fax it ends up looking like a turkey. A final note on color selection is to carefully consider cultural and marketplace standards. For example, red may be lesser choice for a medical company due to the negative association of red to blood/danger whereas green might infer safety or a positive status.

Consistency and control in font usage. Do not use over two font styles, as it may be distracting and confusing. Try to use a standard font such as Times New Roman, Arial, etc. as it makes commercial reproduction of your image easier. Any font style should be sans serif and typically non-script to improve clarity in small format reproduction. An exception is a logo/name where the logo is the script font such as the trade name of a popular soft drink in a uniquely shaped bottle.

Check Trademark and Registration Rights. While a new logo runs a low statistical chance of violating any trademark or registration rights of any existing logo it is not a bad idea to make some effort to confirm this before you publish your new logo. And after you have settled on a final logo design you should take the effort to register or trademark your own logo. If you need an example of why then consider the yellow pages "Walking Fingers" logo. The design was never trademarked or registered and has no copyrights protection ? it could have been, but wasn't ? a huge loss of value for the original creators.

Get Real Services of Marietta, Georgia, specializes in small business consulting, marketing services, advertising, logo and website design for small to mid-sized businesses in the United States. For more information on this or related topics please contact their offices at 770.654.3223, send an e-mail to <a href="mailto:GetRealServices@bellsouth.net">GetRealServices@bellsouth.net</a> or visit <a target="_new" href="http://www.GetRealServices.com">http://www.GetRealServices.com</a>

Logo Design - Corporate Identity Branding - Brand Identity Guru

Like it or not it's who you are. Your corporate Identity touches all aspects of your business and plays a vital role in your customer's overall feeling with your organization. Having a strong integrated identity throughout your marketing communications is the first step to building your company and a solid brand image. Your Web design, brochures, ads and all other collateral should be developed to enhance the corporate identity of your company and enable customers to instantly identify with your organization's spirit and messaging.

A professional branding company will work with you to determine your target market and develop a custom corporate identity that reflects your company. The most vital aspects of your business are taken into consideration, from the products you sell right down to what color slacks your customers like to wear.

Your Logo- It's the first graphic anyone sees. A logo is where your corporate identity begins. first impressions are extremely important and your logo will be the benchmark form, which you are judged. It's your first line of offense in your sales force, so take your time and make sure it represents everything you are made of. With all of the mediums available today, your logo needs to easily transfer to stationary, signage, video, mugs, pens etc. A good branding company will develop a memorable logo that fits you to a T.

Stationery-Business Cards, Letterhead, Envelopes.

Be sure that all your correspondence enforces your corporate identity, from your business cards and letterhead to your envelopes and thank you cards. They are all part of the stationery package and are equally important to your identity.

Corporate Identity Package-Is this a box you can mail to customers with your company logo stuck on the side?

NO! It's a full identity package detailing all aspects of your image, right from the acceptable fonts and colors through to all the logo variations for every possible medium. A consistent identity and message is vital in creating a brand for your organization. Your corporate identity package will be your organizations guide to your brand and how it should be presented, in every situation.

Scott White is President of Brand Identity Guru (<a target="_new" href="http://www.brandidentityguru.com">http://www.brandidentityguru.com</a>), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston. Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation.

Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

Brand Components

Your brand is the culmination of everything about you and your business. It is how people come to know you. It is your business name, logo design or other symbol that identifies your goods and services. It's what makes you different from everyone else in business. What are some of the components that come to make up your brand?

1. Who I am.

Your brand is a representation of who you are, including your talents, gifts, needs, values, and integrity. Your talents and gifts are what allow you to develop the products and services you offer. Needs are what you need fulfilled to be your very best. As a business owner you may have a need to accomplish. Values are behaviors or activities to which you are naturally drawn ? perhaps creating or contributing to the welfare of others. Integrity is all about your thoughts and actions being highly aligned. What you think, what you speak, and what you do are consistent. Who are you? What are your most important values and needs? What talents are you sharing with others through your business?

2. How I act.

How you act is also a fundamental component of your branding. It includes everything that the public experiences when they deal with you. Your personality, your strengths, and your weaknesses are all parts of how you show up, whether face-to-face, on the telephone, or even through email. How you act is one of the most fundamental and direct ways that others get a sense about what is behind your brand. What do your daily actions communicate to others?

3. What I do.

The type of business in which you engage speaks volumes about your brand identity. Do you provide a product or a service? What industries do you serve? Do you serve people directly or do you serve other companies? How do you run your business? Are you a control freak, do you delegate or are you a solopreneur or an employer? How do you handle projects? Do you avoid them or do you readily engage them. Like your actions, all of these components provide others with a sense about who you are. What you do tells people what is important to you. What does your type of business say about you?

4. Who I know.

Your network of business contacts, the types of customers (demographic/psychographic profile) and the business organizations and associations to which you belong give others a sense of your business "come from place". Who you know immediately communicates to others who you enjoy being around and to whom you market and sell your goods and services. Who is important to you? Who do you spend time with and why? How is this influencing your company brand?

5. Where I am.

Your physical environment also communicates a lot about your business to others. Do you work from a home office? Are you situated in a business park or an office building? What about the inside of your business? Is it neat and clean inside and out? What are your interior colors and furniture style? All of these things create an impression of your business, who you are, and your attitude. When folks hear your name, all of these things will come to mind. What does your environment communicate about you and your business?

6. Where I've been.

To a certain extent you are a product of your environment. Where you have been is a reflection of who you are. Where have you traveled to? Where do you live? Your travels have exposed you to different thoughts, beliefs, ideas, and ideals. The things that resonate with you become a part of who you are and are expressed in everything you do. Where you have been tells much about where you are today and where you will go in the future. How is your past expressed in your business?

7. What I believe.

Your religious or spiritual beliefs often form your operating framework. What you believe in and how you perceive your place in the world play a significant role in the type of business you select, how you show up in the world, how you treat yourself, and how you treat others. Your belief system will either be one that places the power of choice in your hands or it will be one in which you are a follower. In any case, what you believe will show through in everything that you do. What role do your beliefs play in your business?

8. What I learn.

Where do you choose to put your life energies when it comes to your personal or professional development? What do you focus on to enrich your life? What do you enjoy learning? Are you concentrated on your hobbies, sports, reading, volunteer work, or other interests? We have a powerful choice to make every day as to what we will do with that day. What we choose to learn, where we place our attention is strongly expressed in who we are and becomes a part of our branding as well. How has what you learned influenced your business?

9. Where I'm going.

Where you are going is just as important as where you have been. Where we are going is rooted in our hopes, dreams and plans for the future. It is the vision we have not only for our business, but for the person we hope to be. Everything we do today is a stepping-stone for where we want to be tomorrow. Inherent in your business and in your brand are the seeds of what you wish your future to be. How people think of you today is setting the stage as to how you want them to think of you in the years to come. What are your plans for the future and how are these expressed in your brand today?

10. What I think.

What you think is the underlying core of all of the components that comprise your brand. Thinking is the point from which everything about you emanates. It influences who you are, what you do, your personal and professional network, your physical environment, what you believe, what you choose to learn, where you go and your hopes for the future. It is critically important to watch what you choose to allow in your mind as these things have an uncanny way of manifesting themselves. In a larger sense, what you think is who you are. And, who you are is your brand. What thoughts are you thinking and how are they influencing the perception of your brand?

Alicia Smith is a Coach and Trainer whose specialty is helping people Make Money Now. She has taught over 70,000 people how to improve their business bottom lines. To learn more about her courses, products and services please email her at <a href="mailto:alicia@aliciasmith.com">alicia@aliciasmith.com</a> or visit <a target="_blank" href="http://www.aliciasmith.com">http://www.AliciaSmith.com</a> and <a target="_blank" href="http://www.90daymarketingmarathon.com">http://www.90DayMarketingMarathon.com</a>

Branding Fiasco -- Better Be Who You Say You Are!

Our experience as customers offers great instruction into the concept of branding. Come with me on a recent "experience" and you'll see what I mean. Here's the situation:

I want to order an 800 number. On my AT&T bill is a customer services number. I call it. A voice mail gives four options. None of which I want. Just TRY to get a representative. I am instructed to dial another number. I am given three options. Hit 0 for operator and the disembodied voice says I have called after hours. The hours are 7am - 10-pm Monday- Fri. Eastern Standard Time.

Fine. It is now 4am Monday in California. They should be open. By 4:30am in CA I have called repeatedly and punched in all the prompts until I am ready to punch someone. I am still told by a disembodied voice that the offices are closed. I try another number. This time, I reach a computer voice.

Computer: "I'll try and help you. Tell me in your own words what you want."

Me: "Toll free service."

Computer: "I'm sorry. I did not understand. Let me tell you what services we offer?"

Me: "I want a person"

Computer: "Tell me, in your own words, what you want."

Me: "Toll free service!"

Computer: "I am sorry. I do not understand what you want."

Me: (screaming) "I want a person."

Computer: "I am sorry. I?"

SLAM!!!!

I call 00 in frustration. "Operator!!"

Operator: "How can I help?"

Me: "I have been trying without luck to get someone in customer service. I have been caught in a voice mail hell with an atavistic voice. How do I talk to a person?"

Operator: "I am sorry you are having problems. You can talk to a supervisor."

Supervisor: "Can I help you?"

Me: (heatedly) "I want to ask about a toll free number. I have dialed three numbers and cannot get in. It says the offices open at 7am and now it's almost 8am EST!"

Supervisor: "Oh, sometimes they forget to turn off that message so the phones can ring through. We have to call and tell them."

Me: (incredulously) "You mean the PHONE company has employees who do NOT know their first order of business is to turn on phones to answer customers!"

Supervisor: (calmly) "I am sorry. Let me give you a different number than the one you have been calling. You need to call the office for AT&T 1-800 Easy Reach.

"Easy Reach?!??!?" Who are they trying to kid! I call this "Impossible to Reach".

Branding Lesson #1: Your name sets up an expectation. Live up to it or suffer.

There is a promise established in what we advertise and name things. Southwest Airlines had thought to create a baggage claim delivery time slogan. Then they realized that due to the configuration in a few of their terminals, to quote such a time was almost impossible. They dropped the campaign even though it would have been true in MOST of their sites.

Branding Lesson #2: Your business sets up an expectation. If you don't deliver for yourself - how can you deliver for the customer?

A phone company that doesn't answer the phones is a scary thought. We'd expect it of any other business, but the phone company!! If you own a paint store and your store is in sorry need of paint, what does that say? If the waiters in a restaurant cannot tell you about food on the menu because they never get to eat it, what does that say? Look at your business with critical eyes. Would you do business with you?

Branding Lesson #3: The past never counts. The present creates the brand.

It is the actual in-the-moment experience that creates a brand in a customer's eyes. Brand is a living entity that is re-earned, renewed, or revoked with every interaction. Advertising only creates awareness. I am convinced the very best, most unique, most competitive maker of a "brand" is the well-trained, empowered employee who can disregard systems and procedures in order to continue a human interaction. As more organizations substitute technology for people, the company that answers its own phone and get humans connected in short order will win the day.

About The Author

Eileen McDargh is founder of McDargh Communications, a consulting and training company specializing in inner and interpersonal skill development for the purpose of improving the life of a business and the business of life. Visit Eileen at <a href="http://www.EileenMcDargh.com" target="_new">http://www.EileenMcDargh.com</a> or <a href="http://www.theresilientspirit.com" target="_new">www.theresilientspirit.com</a>.

Reprints are appreciated and must include byline, contact information and copyright.

<a href="mailto:McDargh@aol.com">McDargh@aol.com</a>

Brand Strategy - Brand Identity Guru

If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand-or have its famous brand but no facilities-which would you choose? It's not a trick question. But it demonstrates the power of the brand. Walk into any bank and say "hi I'm Coca Cola, how about a loan"!

Let me ask another way. If you could have all the products or services your company produces, but not its name and brand, are you confident they would sell? The truth is, people don't only buy products and services. They buy promises and reputations-what brands represent.

I'm the Brand Identity Guru. I've spent most of my professional life helping companies tap into the strength of their brands. Developing a strong brand identity is critical to any company's success. Integrating brand-conscious thinking into communications is so critical, so synergistic, yet it's seldom done by design groups and advertising agencies.

Why? It's just not what they do. Graphic Designers don't understand positioning or branding. And ad agencies are more interested in placing ads in the media. Or creating work that wins awards? for them.

A branding company's total focus, their entire business practice, is based on the maxim that strong brands (new or repositioned) make companies more successful.

Pick the brain of a professional branding consultant. It's bound to spur some powerful ideas. Whether you need to brand or re-brand products, services or the corporation itself, introduce new products or services or reposition existing ones-there's a chance to lay a strategic foundation to re-energize your entire company.

Any qualified branding consultant can strengthen your company's brand identity for sure.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

วันเสาร์ที่ 27 ธันวาคม พ.ศ. 2551

Internet Branding

Having been in the franchising business all my life and understanding how hard it is to build a brand, I have probably read every other popular book on the subject. Some are good and most are excellent, as each one helps give you ideas on setting the stage for your brand marketing objectives. Branding on the Internet is somewhat new as before 1995 there was little if any Internet to speak of. One book I can recommend is:

"11 immutable laws of Internet branding" by Laura Ries.

This was a goods book. Where as I agree with MANY of the rules of thumb, I disagree completely with nearly all of the examples supporting their assertions. Most of the purported examples to prove their theories are outdated and out of context. I do not recommend this book to anyone and having personally called the author, I was a little concerned with the lack of business history and knowledge that went into the work. Too bad, it is a good subject. In my companies we are following most all of the basic marketing branding rules they consider relevant, and probably better than nearly all of the other companies listed or mentioned.

Internet Brand Marketing is important, but only a mere component of the whole. Sure it is important and you should pay attention to your strategy, but the customer will always vote with their dollar, so realize when reading such books that these people who write them actually are writing them to puff up clients they have and trying to sell marketing strategy services. They made errors in their assumptions of Microsoft, the reason for the Boston Market failure, their degree of confidence in Amazon.com, their domain name picking theories. I could nearly crush them in a debate on almost every single example they used to prove a point, as they cite case laws and business histories. On the points themselves they are plus or minus average in their correctness, and I would only challenge a few points, if any and only in certain contexts or situations. All in all however the book should be read with a grain of salt but definitely read by anyone who is in charge of brand marketing on the Internet, which by now should be every CEO in the country.

So, why would one recommend a book they disagree with? Because this book makes you think and question reality. You must constantly audit your brand image, you need to look at it from every perspective, trust me. So read this book and buy it online today.

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

วันศุกร์ที่ 26 ธันวาคม พ.ศ. 2551

Brand Identity and Brand Image - Brand Identity Guru

It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company's presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same - what it stands for, or its personality.

Unfortunately, many companies do not realize this fallacy, as they are sometimes led to believe by agencies and consultancy companies that the visual changes will change the brand image. But changes to logos, signage, and even outlet design do not always change consumer perceptions of quality, service, and the intangible associations that come to the fore when the brand name is seen or heard.

The best that such changes can do is to reassure consumers that the company is concerned about how it looks. Brands do have to maintain a modern look, and the visual identity needs to change over time. But the key to successfully affecting a new look is evolution, not revolution. Totally changing the brand visuals can give rise to consumer concerns about changes of ownership, or possible changes in brand values, or even unjustified extravagance. If there is a strong brand personality to which consumers are attracted, then substantial changes may destroy emotional attachments to the brand. People do not expect or like wild swings in the personality behavior of other people, and they are just as concerned when the brands to which they have grown used exhibit similar "schizophrenic" changes.

On the other hand, if the intention is to substantially improve the standing of the brand, then corporate identity changes can be accompanied by widespread changes to organizational culture, quality, and service standards. If done well, and if consumers experience a great new or improved experience, then the changes will, over the longer term, have a corresponding positive effect on brand image. If you are spending a vast amount of money on corporate identity, it is as well to remember this. Brand identity is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses.

The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as.

Brand image, on the other hand, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity. Companies have to work hard on the consumer experience to make sure that what customers see and think is what they want them to.

To measure how strong your brand image is click on this link: (http://brandidentityguru.com/bightml/brandmasterpiece.html) or copy and paste. Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

Brand Equity

Brand equity can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. For a brand to be strong it must accomplish two things over time: retain current customers and attract new ones. To the extent a brand does these things well, it grows stronger versus competition, and delivers more profits to its owners.

Breaking down the definition of "brand equity" into its two components, we can more easily determine a reliable way to measure brand equity, and to track changes in brand equity over time. The components of brand equity, retention and attraction of customers, stem from people's experiences with and perceptions of a brand.

The ability to retain customers is largely experiential. High equity brands exhibit stronger levels of customer satisfaction and loyalty. History has shown that consumers will continue to buy a brand that offers them "their money's worth."

The ability to attract new customers is largely perceptual. Because customers do not have actual brand experience, they must go by what they hear, see and believe about a brand. The two primary ways the market receives this information is through messages controlled by marketing, such as advertising and PR efforts, as well as uncontrolled messages such as press stories and "word of mouth."

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

วันพฤหัสบดีที่ 25 ธันวาคม พ.ศ. 2551

What is an Artists Statement & How Often Should It Be Updated?

An artist's statement is a statement of ideas and thoughts that describe your philosophy, vision, and passion towards your artistic creations.

Ponder over the following questions prior to writing your artist's statement:

<ul>

<li>Is your work whimsical, thought provoking, or edgy?

<li>Does it portray a series of stories?

<li>Whom or what has influenced you the most?

<li>How is your work meaningful to you?

</ul>

How do you begin to write your artists statement? You could begin by writing a quote that has inspired you and your work, or you could create a strong sentence that summarizes your philosophy about your life and how art has changed your views on life in general. You could also include what type of style and technique that motivates you the most while creating your art creation.

Some artists have writer's block when it comes to putting down their thoughts on paper. I would suggest that you start with words that best describe your art and inner thoughts then go back to edit them into definite statements. Most artists know and feel what they are trying to convey to their audience, however, writing it down becomes a huge task.

Personally, I believe your artist's statement should be written by yourself because of the personal touch you would be able to provide to it. No one knows better about your artistry other than yourself. Your audience will get a feel of what your inner thoughts are and how you find this passion to be a lifestyle and not a hobby.

Make sure you aren't using too many words that only artists would recognize. Express yourself while allowing your words to flow. You are expressing your passion; so don't feel pressured to become a renounced writer.

While being an artist is a rewarding career, unfortunately, there are people outside of this industry who would say it is a hobby. So, it is very important to express how you feel about your craft through your artist's statement. Writing a one-page statement would be sufficient in getting your statement across to your audience, but if it runs to a page two, that's fine. Clearly, it shows your audience that you are vividly and precisely getting your thoughts across.

Your artist's statement should be updated as your career inspires new direction and when there are profound events that have captured new inspirations in your creative vision. Your statement could be updated at the same pace similar to updating your r?sum?.

If you're still unsure how to get started, here are two excellent sites that have sample statements: <a href="http://www.mollygordon.com" target="_new">www.mollygordon.com</a> or <a href="http://www.naia-artists.org" target="_new">www.naia-artists.org</a>

Your artist's statement is a very important tool. Take a block of time out of your daily or weekly schedules to create the type of statement that will allow your audience to understand how you began your journey.

About The Author

Yasmeen Abdur-Rahman, Virtual Assistant & Lifestyle Entrepreneur Coach, is the owner of a home-based business called 'The Brownstone Workshop.' If you need your artist support materials (ASMs) professionally created and updated along with other administrative, ad hoc services, or lifestyle coaching, call on Yasmeen at (919) 319-6271, via e-mail <a href="mailto:yasmeen033@aol.com">yasmeen033@aol.com</a> or via website: <a href="http://www.thebrownstoneworkshop.bigstep.com" target="_new">http://www.thebrownstoneworkshop.bigstep.com</a>

วันพุธที่ 24 ธันวาคม พ.ศ. 2551

Branding 101: Why Its Critical to Business Success and How to Do It Right

What's Your Brand?

A brand is a product/company personality that helps distinguish it from the competition. It evolves out of the product essence. So, what's yours? Quality? Service? Price? Whatever it is it's something your marketing must reinforce across all communication channels, from business card to TV spot. Even your office space. You can't brand yourself as a cutting-edge ad agency if your office looks like a law firm. It also shouldn't try to be all things to all people. "The best, cheapest, easiest, most fun" is not a clear brand. Above all, your brand must be truthful.

What's in a Name?

For a start-up or a new product, don't underestimate the value of a good name. Because once you decide, you don't want to change it. A good name should be more than something personal or catchy. It's a key part of your brand identity that must help define your business for a lifetime.

A name should trigger an emotion with your prospects. And not just any emotion, but the right emotion. Huge companies like P&G know this and each year invest millions on testing to attract consumers and build their brands. Knowing this, I'm surprised how many smaller businesses treat naming so casually.

I was once asked about a name that a business owner was considering for his natural gas company. The name sounded like something from the mind of a child. After offering my tempered opinion I asked about the name's genesis. "My 10-year old kid came up with it. I kinda like it," he replied proudly.

Similarly, a European entrepreneur asked me about his product's name: "MiaManna". Any guesses what it is? Something Italian or Spanish perhaps? A bread, maybe? MiaManna is a dried-fruit snack, from Germany. It's actually a terrific, healthy product that deserves a great name. When I suggested he rethink the name, at least for the US market, it was as if I'd insulted his wife. I haven't heard from him since.

One of the catchier names I've seen is "Guzzle". Cool name, right? Well, that would depend on what you're guzzling. Instead of a sports drink, a juice, or beer, Guzzle is ketchup. That's right,ketchup. Clearly, the owner thinks his ketchup is good enough to guzzle.

If it's not obvious, the problem is that it's difficult for business owners to be objective, even for something as seemingly simple as naming their own product. No doubt most day-to-day management decisions aren't fun, so it's not surprising why they get jazzed at the chance to be creative. Unfortunately, you see what can happen. So, if you're a business owner and you really need to name something, name your kid, your dog and your yacht. But when it comes to your business, get the help of an expert.

Follis Fact #1
Anyone crazy enough to be running a businessshould seek professional help.

Knowing your business or product doesn't mean knowing how to market it. As just described, it's disturbing how otherwise savvy business owners can sabotage their marketing effort. Successful owners realize they're not marketing experts. The problem is, they often aren't sure who is. Often because they have an existing relationship with a design firm or PR agency, it's easy to assume (or be convinced) that those same folks can handle advertising and marketing. I've seen it happen too often. If your business needs legal help, hire a lawyer. If it needs financial help, hire an accountant. If it needs office cleaning, hire a cleaning service. So, when it needs marketing help, do yourself a favor and hire some.

Taglines

"Just do it." "We try harder." "The Ultimate Driving Machine." "Be all that you can be." Taglines are one of the best ways of branding a product, service, company, or organization for years. Like these:

Please don't squeeze the Charmin. (since 1964)

A diamond is forever. (since 1948)

All the news that's fit to print. (since 1896)

Another classic case is Avis. When Avis (the # 2 car rental behind Hertz) incorporated the tagline, "We try harder", they not only turned being #2 into a positive, they also gave their company a likeable, underdog personality. To support that company personality, every ad that Avis created evolved from that simple, brilliant, three-word tag about better service. Now, over fifty years later, Avis still uses it. Another example is, "You're in good hands with Allstate." Being "in good hands" conveys a caring, protective personality. Another example is "Think different" for Apple Computer. The line gives Apple the personality of being innovative and above the rest.

So, what else makes a good tagline? A general rule is: The shorter the better. However, if you blindly follow that logic you'll be asking for trouble. You don't want to compromise a great line for brevity. And shorter doesn't always mean more memorable. One of the most famous taglines of all time is 10 words:

With a name like Smucker's, it has to be good.

So, as much as you may try to break creativity down to a formula, you really can't. A great tagline involves the perfect mix of right-brain creativity and left-brain strategic thinking. Both are critical. After all, it doesn't matter how clever it is if it's the wrong message, and it won't matter how strategically smart it is if it's dull.

Like a name, a tagline is something you'll want to live with forever. So, if you decide on getting a tagline, be sure it's great. Because just as a tagline can help your business, a bad one can do the opposite.

(For more Follis branding facts, see booklet info below.)

John Follis is one of the 12 "Best Advertising Minds of New York" as voted by The New York Ad Club. His campaigns are in 3 college textbooks, he has written for ADWEEK, and he has taught at 3 New York universities. Currently, John works on select projects, consults, and speaks. He may be reached at <a href="mailto:john@follisinc.com">john@follisinc.com</a>

For John's booklet: How to Attract and Excite Your Prospects: A Guide for Getting the Best Marketing Results, visit: <a target="_new" href="http://www.follisinc.com/booklet.htm">http://www.follisinc.com/booklet.htm</a>

For consulting info, visit: Marketing Therapy: <a target="_new" href="http://www.follisinc.com/therapy.htm">http://www.follisinc.com/therapy.htm</a>

For speaking info, visit: Follis Speaking: <a target="_new" href="http://www.follisinc.com/speaking.htm">http://www.follisinc.com/speaking.htm</a>

Living Your Brand on the Web - Part 2

Now that everyone has conformed to Living Your Brand on the Web, Part 1, it's time to add a couple of tweaks that will further reinforce your brand.

Tweak #1: Your Signature File

A signature file is the simple text that, once activated is attached to your email automatically. It is the simplest and the most effective way to get a message across. Some are funny, some are serious and some consider another point of view, but in any case, any professional should use one and keep it updated.

Every signature file should include complete contact information so customers can contact you in their time. A signature can also include a tag line that reinforces your company's brand. Consider the following two options:

Good Signature File:
Mark Wilson
President, Wilson Widgets
876-555-1234
mark@wilsonwidgets.com
www.wilsonwidgets.com

Better Signature File:
Mark Wilson
Wilson Widgets
"We've Got Your Widgets Right Here"
876-555-1234
888-555-9876 toll free
876-555-4321 fax
www.wilsonwidgets.com
Office Hours: M-F 7a-7p

One step further, allowing employees to add a personal message of their own, and it makes for fun reading.

Tweak #2: Subject Line Words of the Email

There are only 40-60 letters to grab the attention of a perspective reader, so choose wisely. Get to the point and give a synopsis of what the email is about. Short, clean and simple is the rule of thumb here. Don't use words like Free, Fun, Pictures, Warning, or even non-alphanumeric's (*%&#@) that could be confused with spam. Simply state the message and allow the reader to read on.

The purpose of this is to get as many eyes as possible on your company's message and brand.

Glenn Geiger is the Director of Interactive Services for Pixallure Design LLC, <a target="_new" href="http://www.pixallure.com">http://www.pixallure.com.</a> Glenn has worked in Web site design, development, systems administration and management since 1987, including work for DynCorp, Accent Software, GlobalKey, Inc., and Digital Equipment Corp.

This article may be freely distributed as long as the author's bio is included with an active link to <a target="_new" href="http://www.Pixallure.com">http://www.Pixallure.com.</a>

Living Your Brand on the Web - Part 2

Now that everyone has conformed to Living Your Brand on the Web, Part 1, it's time to add a couple of tweaks that will further reinforce your brand.

Tweak #1: Your Signature File

Good Signature File:
Mark Wilson
President, Wilson Widgets
876-555-1234
mark@wilsonwidgets.com
www.wilsonwidgets.com

Better Signature File:
Mark Wilson
Wilson Widgets
"We've Got Your Widgets Right Here"
876-555-1234
888-555-9876 toll free
876-555-4321 fax
www.wilsonwidgets.com
Office Hours: M-F 7a-7p

One step further, allowing employees to add a personal message of their own, and it makes for fun reading.

Tweak #2: Subject Line Words of the Email

The purpose of this is to get as many eyes as possible on your company's message and brand.

This article may be freely distributed as long as the author's bio is included with an active link to <a target="_new" href="http://www.Pixallure.com">http://www.Pixallure.com.</a>

วันอังคารที่ 23 ธันวาคม พ.ศ. 2551

Santa - The Brand

Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best, most positive brands around and it continues to inoculate him against any hint of impropriety, as it has for generations.

Why does Santa's brand remain so strong? Because Santa is:

? Consistent

? Unique

? Customer-focused

? Viral

Let's examine these to see what lessons we can learn.

First off, Santa has a positioning statement and has used it to stay true to his mission for decades.

It is this consistency that has helped him build a brand franchise that is the envy of other marketers. No matter what kind of communication vehicle he uses, the message is measured against the positioning statement.

Fed-Ex and UPS also deliver packages, but they don't do it in the middle of the night in a sleigh drawn by eight tiny reindeer. Santa has cornered the market on uniqueness.

He has not strayed from the market he identified in his positioning statement. His target is not every carbon-based life form. He focuses on kids. End of story. Talk about customer intimacy. Santa has perfected data mining.

Who else knows if you:

? are sleeping or awake

? want a Barbie or a baseball bat

? have been naughty or nice

Santa invented viral marketing. As his customers get older and become parents, they market to the emerging group of customers for him. They know that if they deliver Santa's message, they will benefit from their children's good behavior.

And it's not just the parents. Other marketers help him, too. Santa has never spent a dime on advertising. He has used good public relations tactics to develop, manage and maintain solid relationships with marketers who advertise for him. Consider the Coca-Cola ads featuring Mr. Claus. Think of all the newspaper inserts that carry his picture during the holidays. Then, there are all those helpers in department stores everywhere.

Because of his adherence to simple marketing tactics, everyone loves Santa. Not bad for an old burglar with a reindeer fetish.

Harry Hoover has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses. Sign up for his free monthly newsletter at <a target="_new" href="http://www.hoover-ink.com.">http://www.hoover-ink.com.</a>

Brand Building 101

Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Passion is incredibly important. You have to understand that even if you are a start up or a one-man operation, or are well on your way, you are still a brand. You have to care passionately about the way your brand is nurtured, developed and presented to your target audience. Everything that leaves your building, every impression that your staff and your company make, is lasting. Take advantage of this opportunity to get your customers and potential customers to remember you in the way that you want them too!

Passion is something that you have to feel deep down inside; you have to be driven by the belief that your brand should be the #1 in its category. I can't give you the passion, but I will ask you to think about this! For example, one of the greatest investors of all time is Warren Buffet. Mr. Buffet invests only in brands, or products that he really understands. He once wrote in one of his annual reports "A brand is like a moat around your business". This point is significant! A brand can protect you against competitive attacks, it can protect you from market fluctuations, it can protect you from having to get into a price war, and it can protect your premium price positioning. When all things are equal, consumers will usually buy the brand leader!

Consistency is probably the easiest part of the marketing communications to control, but frankly most companies fail in this area. What you should do is ensure that everything that comes out of your company looks like it should. Every piece of communication should be part of a "look" that you have agreed on. I really do not care what it is; it should always look like it's part of a family, part of an ongoing series of communications. There should be no difference. If it's a letter, they should all look the same. No different typefaces, different margins etc. This is an area that should not be a request in your company; it should be a mandate.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements

While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible, we know that this scenario is not always possible.

Whenever you work with a designer other than the original who created your logo, stationery and marketing materials, we suggest a few practices that will prove invaluable for ensuring a consistent look and feel across all of your marketing communications.

At a minimum, make sure that you have information on:

? The Pantone Matching System (PMS) colors used in the designs. These will come in the form of a number. For example, PMS #280 is a deep blue color.

? Fonts. Ask your designer what font is used in your logo, and what secondary and tertiary fonts are used in your stationery and other marketing materials. Having this information will save a future designer many font matching headaches.

? The type of paper on which your materials are printed. In order to duplicate and keep consistent with the look and feel of your materials in future print runs, you'll always want to have your items printed on the same type of paper.

? The printer who printed your materials. Knowing whether your materials were printed by a digital printer or a press printer can help to ensure that they are reproduced at the same quality in the future. In the case of press printing, this can save you money on additional films as well.

To make for an even smoother transition, negotiate for the original files for your designs. This can be a delicate matter, as some graphic designers do not sell the rights in the original files to their clients. If you cannot get the entire assembled files, we recommend that you negotiate for a minimum of the following pieces:

? An original file of your logo. This is typically known as a vector graphic version, which means that, if the appropriate software is available (Adobe Illustrator or Macromedia Freehand are the most common), you can scale the image up and down without losing image quality. If your logo was not created as a vector graphic (i.e., if it was created in Photoshop), then you need the largest, highest resolution file available. See our article on Logo File Formats for more information on which type of formats of your logo you should have on-hand.

? A file containing any specialized secondary graphic brand elements. Some designers will give you files containing special headers, backgrounds, illustrations, etc., so they are available for any future projects. Loss or lack of these elements keeps a new designer from knowing what original effects were used to create the design.

This information will ensure that your materials have graphics that are consistent across the board, and will save time on future projects.

About the Author

Erin Ferree, Founder and Lead Designer of elf design, is a brand identity and graphic design expert. She has been helping small businesses grow with bold, clean and effective logo and marketing material designs for over a decade. elf design offers the comprehensive graphic and web design services of a large agency, with the one- on-one, personalized attention of an independent design specialist. Erin works closely in partnership with her clients to create designs that are visible, credible and memorable ? and that tell their unique business stories in a clear and consistent way. For more information about elf design, please visit:

<a target="_new" href="http://www.elf-design.com">Logo design</a> at <a target="_new" href="http://www.elf-design.com">http://www.elf-design.com</a>

วันจันทร์ที่ 22 ธันวาคม พ.ศ. 2551

Trademark: Do I Need One for My Business Name and Logo?

Wondering if a trademark is important to you as a business owner? Let's start with the basics. A trademark is a word, phrase, symbol, or logo that distinguishes and identifies the source of goods of one company or person from another. For example, the name Kraft is trademarked, as is Nike's "swoosh" logo.

The list of what constitutes a trademark is long. A trademark can also be granted to unique packaging such as the shape of Coca-cola's bottle, building designs, color, sound, and even fragrance. Service marks receive the same legal protection, but are used to distinguish services instead of products.

Your business can acquire trade or service marks through the consistent use of a mark. The symbols TM and SM demonstrate the owner treats the mark as a trademark or service mark. There is no requirement to federally register at the trademark office. You are still protected under intellectual property laws. However, if another party uses your mark it can be more difficult to prove your ownership.

To register online with the United States Patent and Trademark Office (USPTO), go to <a target="_new" href="http://www.uspto.gov/">www.uspto.gov</a>. There is a registration fee for each name, logo, and slogan. Federal registration ensures another party is not already using your mark. A registered trademark gives you exclusive rights to use a mark with your particular goods or services. The USPTO can only register trademarks for marks that are used across state lines. A website customers can access in other areas can satisfy this requirement. Otherwise, you will only be able to apply for a state trademark.

Only a mark registered and approved by the USPTO can use the ? symbol. Since the application process can take many months to complete, use the TM or SM symbol in the meantime to establish your intention to use the mark as a trademark. Make sure you keep records as to when your mark was first used in commerce and regulate the use of your mark in the marketplace.

Wendy Maynard, your friendly marketing maven, is the owner of Kinesis. Kinesis specializes in marketing, graphic and website design, and business writing. Visit <a target="_new" href="http://www.kinesisinc.com/resources/articles.html">http://www.kinesisinc.com/resources/articles.html</a> for more articles and free marketing wisdom.

Want to harness the power of kinetic marketing? Sign up for Kinesis Quickies, a free bi-monthly marketing e-newsletter: <a target="_new" href="http://www.news.kinesisinc.com">http://www.news.kinesisinc.com</a>

Corporate Identity - A Rough Guide

A rough guide to corporate identity

The tabloids report the millions spent by large corporate companies on their logos as a scandal... Those small swathes of colour adorning British Airways' tail fin, ICI's letterhead or Sainsbury's checkout seem to come at a huge price.

So do these companies have too much money and not enough common sense? Are they victims of designer indulgence, or are they getting a good deal?

This isn't rocket science, but it is often misunderstood, as the tabloids flagrantly show. Let's start at the beginning. Every company has a corporate image. Every company from Joe's One-Man Taxi Co. to IBM. It may be good, it might be bad. Put simply, corporate identity is the way in which an organisation is perceived.

Corporate identity describes the individual characteristics by which a company is recognised. It is the organisation's sense of 'self' - the corporate individuality or personality. Visual identity (that's the logo) is a pretty big part of it.

So how deep into corporate identity do you want to go? Let's really confuse matters.

The public, customers, employees, the city, all have a vastly different image of the same company. The image is an accumulation of a company's past and present identity. Each and every encounter we have with it (by phone, in person or through the media) alters our impression. First impressions (what psychologists call the "primacy effect") are vital to how we see the company in the future, and extremely difficult to change. Future encounters with the company and its products will only add to the mosaic already constructed in our mind (the "recency effect"), rather than replace it.

But the multi-nationals have bought far more than just a logo. They buy a carefully designed face - corporate plastic surgery, an appearance, an identity. And they've paid for a lorry-load of thinking behind it. They have funds and enough at stake to really do the job properly. The logo isn't plucked from the sky, but selected with precision from thousands of others which were cast aside during its design.

A research team identifies the company's needs (they are all so very different). A corporate ID programme uses the results and a design team is briefed. Ideas lead to solutions, and stage by stage presentation to the client for discussion and refinement.

Once completed, the ID is usually 'rolled out' gradually, strictly enforced by lengthy guidelines covering all possible applications. The advent of desktop publishing has both helped and hindered in-house bastardisation of corporate identity. Without consistency, the identity is ineffective, probably damaging.

There are companies in the UK still unconcerned by their image. Some feel the company is not developed enough to begin work on its image; others perceive astronomical costs, or just don't care that their corporate communications look like the office dog ate them. And some just slap a logo on everything in sight.

You don't have to spend millions on corporate Identity

Many household names would not exist without painstakingly designed and instigated schemes that we as customers seldom even consciously consider. So what of those companies who don't have millions to outlay on corporate identity programmes? Fortunately, the corporate identity for a smaller company tends to be far simpler.

Your corporate identity programme can be conducted in-house, just as the research and much of the development. Always keep it very simple, and brief an appropriate designer not a print company. Make sure you get on with them, and see some of their past work. Get a rough quote before you start. Cut down any wrong trees they are likely to bark up. Inspire them. Be direct. Be patient. Be decisive. Give them 'creative freedom'. Ensure they get to know and understand your business. Try to see your company from the point of view of your target market.

Keep the number of presentations they make to you to a minimum. This adds importance to those meetings. Don't compromise, but do stay open-minded. It doesn't have to be expensive, and an investment in a well thought-out corporate identity for your business will reap its cost many times over, not to mention giving you a massive advantage over your badly-dressed competitors.

Next time you walk down the street, look out for Sainsbury's which is certainly tasting better at last. It took their designers nearly three years to lose the 'J' and find a replacement for that ghastly orangey-beige. Check out Barclays' gorgeous new global eagle. And while you're there, you might remember that Tesco not so many years ago looked a little bit like Kwik Save does today. Next time you decide to skimp on the presentation of your company, think how much you spent on your best suit. Don't turn up to the ball in your jeans!

Written for In Business Magazine by Jonathan Foster-Smith from <a href="http://www.timetoshine.co.uk" target="_blank" >Shine Design</a>., graphic design and corporate identity consultants in Oxford. Distributed by <a href="http://www.whatprice.co.uk" target="_blank" >Whatprice</a>.

Brand Identity Company ? Brand Identity Guru

Hiring a brand identity company is very important. In every marketing campaign, your company should have a solid brand identity on which to hang its hat. Over time, no matter what your ad at the moment says, your brand identity will be the thing people remember and what that gets them to call you when a need arises. Unsure about your brand identity? Then you should consider hiring a brand identity company.

Your brand identity is something you should solidify before you ever embark on a marketing campaign. If you hire a brand identity company they'll make sure your brand identity is ready for the light of day and that you won't have to change it three months later when your business grows. Changing a lot confuses people. As a brand identity company, we've seen strong companies become underachieving companies simply because their brand wasn't solidly defined from the start. If you hire a brand identity company, they guarantee that won't happen. If you hire a brand identity company, you will have a brand that people recognize and know on first glance. Anything else you say on top of that will be gravy.

This is how a brand identity company can help you:

- Deciding what you want to say to your customers.

- Designing a logo that represents your company. This is one of the most important parts of your brand identity. How do you give it life and personality?

- A brand identity company will help you design your biz cards, letterhead, advertisements, and websites. These should each be consistently designed in a way that reflects the brand image you've chosen to put out there.

- A brand identity company will also help you develop a tag line, a catch phrase that provides further definition and personality to your company (like BMW's "The Ultimate Driving Machine.")

Above all, the most important aspect of your brand identity is to keep it consistent. If you hire a brand identity company they'll ensure yours is.

Beyond your logo and tagline, the messages you send in your marketing and advertising communications can either support or detract from your brand. A brand identity company will ensure these things work hard to support it.

Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.

วันอาทิตย์ที่ 21 ธันวาคม พ.ศ. 2551

What is Private Franchising? It is Nothing Someone Made It Up

The Federal Trade Commission has an obligation to the general public, their stated consumer education mission and to the over regulated franchising industry and the small business operators running Biz Ops to separate the two business models by way of legal definition. Any failure to completely separate them will trigger additional problems down the road and cause the current on-going process of rule review to continue, without any formalization for decades.

This of course is good for attorneys who make money on these ambiguities for lawsuits and great for Federal Trade Commission tenure and job security. A few also realize it could allow for additional travel budgets of governmental employees during these rule making processes on the taxpayers money. It would also trigger more time-out, "let's think about this one"-coffee breaks on various floors of the Federal Trade Commission's fully furnished 1970 desk style ambiance. However it is not good for consumers or industry and creates unleveled playing field on one hand and complex barriers to entry for start-up entrepreneurs with regional dominance and efficiencies, which lend them selves well to the franchise business model on the other. This is because Biz Op MLM salespeople are purporting that they as similar to franchised business, by using terms like 'Private Franchising' in their presentation.

These MLM business sell in coffee shops and public presentations, which would send chills down the spine of any compliant franchising executive or real franchisor. So then, what is a real franchisor? What is private franchising? What is a Business Opportunity? What is an MLM business? What is a hybrid or cross-breed of any of these combinations? How on Earth in laymen terms can the Federal Trade Commission explain this to us, so that we might explain the differences to consumers when asked. Where on the Federal Trade Commission website is there a place which describes all of them and the possible variations? Due to the introduction of the term "Private Franchising" in the interim between 1999 comments and 2004 evaluations of possible definition revisions by Federal Trade Commission it appears that the definition landscape in the real world is hyperspacing the definitional upgrades to the franchise rule in the wonderful world of bureaucracy. We should not kid ourselves into thinking that the latest FTC report or any subsequent changes now, will change anything in the actual market place as to the number of; non-existent fraud events in franchising. The number of fraud cases in franchising is basically nil as per Federal Trade Commission's own statements to congress. Yet the MLM crowd is manipulated truth by miss using the word franchising and that misrepresentation is damaging consumers. Think about it.

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

วันเสาร์ที่ 20 ธันวาคม พ.ศ. 2551

Brand Boring or Brand Buzz?

I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It was a national company's ad. They pay an ad agency to write and produce their commercials. There are so many words at their disposal, so many descriptions, so many emotional statements to attract customers, why would they use the trite phrase, " knowledgeable, friendly staff to serve you"? Even if they couldn't think of anything exciting, they could have used, "if you've got questions, we've got answers", "we specialize in providing answers"?"specializing in premium products and effective solutions"."Try and stump the staff with your questions, they love a challenge". "We don't have all the answers but we'll help find solutions"

Even if you don't have anything new to say, you can still say it with style, create a connection to the consumer or create a buzz. Use customers' experiences and what they have to say to create a unique message. There is a reason that a customer comes to you rather than the competition. You may have to ask a number of questions to get to the real reason. Even if the only reason is that you are closer than the competition..you can make a joke about it. You can brand your business with an attitude rather than a specific product line. If you present your business in a blas? manner, people will be blas? about dealing with you.

Ho Hum is not something you can take to the bank! Building a recognizable brand offers measurable results, measurable through increased response, increased traffic, and increased attention. Take a stand, chose a niche and give it different perspective.

Think about how long the t-shirt has been around. How many hundreds of times has it been reworked as a successful business? With the right words and vision it's not just a t-shirt; it's a billboard for social commentary, beliefs, attitude statements, advertising, fashion and/or art. Each of these businesses has successfully created a unique niche by creatively saying they sell t-shirts. T-Shirt Deli ? Chicago www.tshirtdeli.com/, Turkish T-Box http://www.t-box.com.tr/v2/, Banka de Camisetas http://www.bancadecamisetas.com.br/, skwTeez www.squeezeteez.com

Yes, you do want friendly, knowledgeable staff working in your business, but if you want to convey that or any other message to prospective customers, present the information so that it's believable. Forget the clich?s and take some time to put together words that mean something to your prospective customers.

Nancy Fraser is the president of Nota Bene Consulting an advertising and marketing company that offers "out of the box" communication advice,design development and implimentation of branding and marketing campaigns that require clients to "First Ponder and then Dare". <a target="_new" href="http://www.notable-marketing.com">http://www.notable-marketing.com</a>

Business Image

One of the most important things in a business is a clean image. I started a small business when I was twelve years old and built it up in a very large small business and then franchised the business. I retired at age 40 after setting up franchises in 23 states and four countries. It is an automotive and cleaning franchise. We always believed in image and cleanliness. How can you sell cleaning services when your equipment is ratty looking, it shows a complete disrespect for the customer.

Image and cleanliness were issues brought forth by some of the leaders of Franchising, such as Ray Kroc of McDonalds and Tom Monhan of Dominos Pizza. That tradition in franchising helps build brand loyalty and shows respect and pride in your work. When Fred Smith started Federal Express, now simply Fed Ex, re-named by the customers, he showed respect by insisting that all delivery vans be pressure washed nightly. If you look at the manual for a Starbucks, 1/2 of it is not how to make coffee, it is about customer service, cleanliness and image. Why? Respect for the customers, employees and Brand Name. Obviously many in business do not believe in image and few in Brand Name. You should in your business. So many of our competitors over the years did not, beating them in the market place was easy. Many times the independent mobile detailing outfits or mobile truck washing companies we competed against did not have a name on the vehicle or trailer the used in the business. Many had not even painted their rigs? Any color really. Heck, they could just paint it white with a blue stripe and put Plain Wrap-Pressure Washing. Anything is better than nothing, but image is important to your business too, any business really. Not only does it degrade the entire industry full of reputable practitioners but also it is degrading to the individual business and their customers when a practitioner fails to maintain a proper image.

I was always and still am today obsessed with image and this obsession in business has served me well, you need to think about this and constantly audit your image from the customer's perspective, look around stand out side your store and just stare, what do you see? Do the same for the competition, what are they lacking? Are you lacking the same, can you improve your image? Here is the first page of the first chapter of my company's Confidential Operations Manual. The entire set of manuals at my Company is over 1000 pages, I know because I was so concerned that it be right, I wrote the damn thing myself. It all starts with image:

IMAGE

The single easiest way to increase sales is to look professional. People believe what they see. If you look the part, you get the part. We at franchise headquarters have gone overboard with every detail. If you haven't noticed, everything is a bright shiny yellow. The trucks, flyers, shirts, hoses, vacuum - YELLOW!! The rest is either blue or silver. We are committed to keeping a positive image in the mind of every customer.

As you are probably aware, Wash Guys has never sacrificed its high public image for money. What you may not realize is that a high public image may not cost as much as you are led to believe.

In the service business, image is fifty percent (50%) of your business. The impact you have on your customers, whether it be your appearance, cleanliness of your equipment or style of your classy color brochure, is forever being re-audited. Even if your first impression is great, you can lose it just as fast if you fail to handle simple details.

Here are a few areas that are the cornerstone of your "new image".

?The clothes you wear

?The way you carry yourself

?The equipment you use

?The people you hire

?The advertising you choose

?Phone conversations

?Your work quality

?Cleanliness of your truck

?Your general appearance

?Literature and business cards

Image in Business are so important, especially in the service business or franchise, so when we see competitors in any market who disregard image and still are able to get business, we realize that our company in such a market is an absolute no-brainer. There are many problems in the Mobile Washing Business with the competition and we are cleaning it up, city by city, state by state; both figuratively and literally. Now ask yourself what is you image like? Can you blowout your competition thru superior image? Have you even thought about this recently? Just like Sam Walton, Ray Kroc, Tom Monhan, Michael Dell, Fred Smith and countless others have in their industries. You can seize the lions share of your market if your will continually focus on your company's image. It worked for us as we seized opportunity to bring quality, image, cleanliness and service back the customer who has clearly been forgotten in so many markets in the United States. It is not everyday that a business walks the talk. Are you giving lip service to the image of your business or do you take it seriously, either way and what ever you do; It shows. Think about it.

"Lance Winslow" - If you have innovative thoughts and unique perspectives, come think with Lance; <a target="_new" href="http://www.WorldThinkTank.net/wttbbs">www.WorldThinkTank.net/wttbbs</a>

Differentiate and Dominate

Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs.

No, before any of those things will really have any impact on your business you've got to uncover and communicate a way in which your business in different from every other business that says they do what you do. You've got to get out of the commodity business. You've got to stake your claim on a simple idea or position in the mind of your prospective clients.

Here's what I mean. I have a client that provides custom computer programming. Essentially, they use programming languages to build custom applications for businesses. What they do is often hard to explain and even harder to put a price on, making it difficult for a prospective client to compare different companies. As a way to differentiate their business, they have begun to offer something they call Perfect Coaching. Perfect Coaching is a unique blend of training and programming and, here's the key, no one else in their business is offering anything like it. Prospects like the sound of it and are asking to know more. It's too early to tell but I suspect this point of difference will open a lot of doors for them.

Ways to differentiate

Let's look at a number of tried and true ways to claim a unique point of difference.

Product ? Can you offer a product that is so unique or even trendy that your business is associated with that offering? Or, can you extend a product and offer a valuable service to make the product more useful to the customer.

Service ? Same goes for a service. Many times this can be the packaging of a service as a product. Consulting is often delivered on an hourly basis. Packaging a consulting engagement based on an outcome, with defined deliverables and fixed package price is a very effective way to differentiate a service offering. Don't forget to give the service a powerful name!

Market Niche ? Carve out an industry or two and become the most dominant player serving that industry. A really nice bonus to this approach is you can usually raise your prices dramatically when you specialize in this manner.

Offer ? Can you become known by an offer you make? I know an accountant that offer his tax preparation clients a 100% refund on their preparation fee when they refer four new clients. They are the 100% refund tax guys.

Solve a Problem ? Is there something that prospects in your market fear or seem to believe is universal for what you do? If so, focus on communicating how you have the answer. Painless dentistry for example. I know a remodeling contractor who found that what his clients appreciated the most was the way his crews cleaned up at the end of the day. He began to promote the fact that he owned more ShopVacs then any other remodeling contractor on the planet.

Message of Value ? Many times there are things that you do that don't get communicated. Extra that you provide or services you think should be included. Your positioning might just rest in more effectively communicating what you do. I know an office furniture dealer that has adopted the message ? We Make Your Business More Valuable ? to communicate all the things they bring to the party. Now, everything they do is focused on delivering on that statement. Everyone else in the industry sells furniture.

Unique habit ? I know a financial planner who has his client's car detailed right out in his parking lot when they come in for their annual review. They can't help but rave to their friends about this unique touch.

Guarantee ? Can you offer a guarantee so strong that no one else in your industry would dream of doing it. This one frightens some people but, you probably guarantee your work anyway, you just don't say so. Come out and boldly announce that you guarantee results and watch what happens!

Customer Service ? Everyone knows the story of over the top customer service provided by Nordstrom's Create your own over the top customer response system and word of mouth advertising will flow liberally. One of the greatest ways to kick this off is to over deliver on your first customer contact. Give them something more than you promised, give them a gift, give them a related service for free.

Against the competition ? Many times you can create your category niche by looking for holes in the offerings of your competitors. If every one in industry fails to address a certain problem, boldly grab on to solving that problem and use your competition as the point of difference.

Clues to uncovering your difference

Look at your current clients. What common elements exist among your best clients? Interview your clients. See if they can tell you why they chose to work with, why they stay, why they refer? Study your competitors more closely. What do they do that you could do better, what don't they offer they you could, how do they position themselves?

Communicate the difference

Once you find your chosen strategy or combination of strategies to differentiate your business, all of your advertising and promotion should be centered around shouting about that difference.

Commit to it, stay at it and resist the temptation to wander off in the next new direction. Building a brand, and that's what I'm talking about, takes time and patience. The payoff, however, is what differentiates the winners from the losers in this big marketing game.

John Jantsch is a marketing consultant based in Kansas City, Mo. He writes frequently on real world small business marketing tactics and is the creator of "Duct Tape Marketing" a turn-key small business marketing system. Check out his blogs at <a target="_new" href="http://www.DuctTapeMarketing.com/weblog.php">http://www.DuctTapeMarketing.com/weblog.php</a> and <a target="_new" href="http://www.BloggingBusiness.com">http://www.BloggingBusiness.com</a>

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