|
|
|
|
The Aroma of a Strong Brand Idea
Nothing beats a killer idea. A product that intrigues people. A service that gets a pesky job done well. A company with a compelling esprit d’corps.
Branding is about finding your big idea and creatively attaching it to a product or company. The bottom line: if you can’t explain your business idea in a short sentence or two that wows people, you need to go back to the drawing board.
Soft Power Strengths the Brand
There’s the bricks and the mortar, and the inventory of goods – the hard stuff.
And there’s soft power – the brands, intellectual property, reputation, design ideas, the marketing programs and affiliations. Branding is where so much of a company’s value lies because it attracts people and builds customer loyalty.
Names that Engage Customers
The first branding decision you have to make is your name. Names can make a big difference in today’s competitive, me-too marketplace. After all, which would you rather have, a Starbuck’s Frappuccino® or a Dunkin’ Donuts coffee? Vitamin Water or water?
A Full-Bodied Brand Persona
In many ways, brands are like people. And people are like brands. Something you can describe with a brand personality and personal style, with lifestyle preferences and proclivities.
That’s why part of brand development is creating a brand personality or brand personal. It helps in making all kinds of branding and marketing decisions, from the name to the logo design, from website graphics to its content, from product design and to the way your package a brand
The New Marketing
What's spearheading dramatic change in branding today is Media 2.0. With the internet and digital technology, now there are thousands of media and marketing venues at every price point.
The Media 2.0 world is dynamic – multidimensional and multisource with “crowdsourcing” and consumer involvement in your brand messages and news like never before.
Find Out More
Catherine Kaputa is a brand strategist, author and speaker on strong branding for growing companies and self-branding. Contact us if you'd like her to speak at your organization or work on a strategic branding project for your company or start-up.
|
Catherine Kaputa speaking in Washington DC
| |
|
|
|
|
