Branding

Newbie

Does anyone have any quick tips on Branding?

Jolly Roger

In a nutshell, consistency of message and perception!

Bulldog

There is an article about this:
Positive Company Branding

AZBroker

Tip #1: Strike when the iron is hot.

Bobette Kyle

Make sure your brand image appeals to your target audience.

SpeedRacer

Bobette, can you expand on that? Thanks.

KSA-Mktg

Newbie,

I put an article here on branding, also: How to Avoid Real Estate Branding Pitfalls

It focuses on the real estate industry, but a lot of it is applicable to any industry.

Can you think of any more specific questions about branding? Are you trying to figure out what a brand is, or how to create one, or........ ?

Kathleen

__________________
Build Real Estate Results!

Bobette Kyle

Sure.

There are certain values, lifestyles, etc. that will appeal to your target audience. Also, they will respond to certain types of imagery, colors, etc. better than others. I guess what I am getting at is if you know all about your target audience, then you can build your brand image - and deliver your marketing message - around elements that appeal to the people you are talking to.

An example could be the colors you choose to reflect your brand. Packaging on some of the deodorants targeted to teens, for example, use a lot of sparkly, bright colors. Which appeals to teenagers.

Another example is the feelings you want to be associated with your brand. If your target audience wants to be seen as sexy, then you may want to incorporate that into a brand image. Keeping on a deodorant-like theme...Tag Body Spray for Men has commercials showing women being severely attracted to men who use it, and their fragrance names suggest intimate situations (First Move, After Hourse, Lucky Day). These work together to create an image that appeals to the target audience.

In a nutshell, it's related to positioning...know your audience, position the brand to appeal to that audience (while fulfilling important need(s)), and create a brand image that will trigger that appeal.

Mikey

What is the difference between "positioning" and "branding"?

Bobette Kyle

I think of positioning as focused on the users' (or buyers') perceptions (in other words, helping the consumer or customer "see" the product in a certain light)...the things that make a person perceive it as different from its competitors.

I think of branding as more product focused and broader...the processof all the things that go into making the product a brand and assuring the positioning strategy is implemented correctly (developing logos, appealing packaging, advertising campaigns, making product available in the "right" places, pricing it correctly wrt its positioning strategy, etc).

I guess I am saying I see positioning as a part branding.