One of the most important assets you can develop for a business is a powerful brand. A memorable, effective brand is more than simply a logo or tagline. A brand is the culmination of who you are, how you’re differentiated from your competition, and how consumers perceive your worth. When evaluating your brand, there are several questions to ask.
What is your company’s target market?
How is your company positioned?
Do you have a brand “essence”?
How about brand values?
IS YOUR BRAND HOT?
Believed to be the first coupon ever, this ticket for a free glass of Coca-Cola was first distributed in 1888 to help promote the drink. By 1913, the company had redeemed 8.5 million tickets. (Wikipedia)
Coca-Cola is a worldwide brand. Its logo is instantly recognizable. But behind the familiar logo is a network of branding professionals who have spent years solidifying what the company promises: a refreshing drink. Simply, it’s a concoction of colored soda water and sugar, but its popularity didn’t come easy or quickly. The company had many competitors, but the enduring Coca-Cola brand managed to dominate its market.
Ubiquity played a major role in its success. In far-flung Africa to the Philippines and throughout emerging countries, from Japan to China, the Middle East, Latin America and every other point around the globe, Coca-Cola’s marketing people trekked far and wide to place tin signs on virtually every storefront, fence and signpost. The results speak for themselves.
Coca-Cola ghost sign in Fort Dodge, Iowa. Older Coca-Cola ghosts behind Borax and telephone ads. (Wikipedia)
This is not to suggest that you can quickly attain brand recognition in the way Coca-Cola did. It took lots of money and manpower to get them to the level of identification they enjoy today.
In today’s world, you don’t have to trudge to countries and villages to post your brand identity. That’s what the Internet is for. Using smart marketing techniques and a positive brand message online can propel your firm to success. Realize that a “hot” brand with positive customer recognition and acceptance is not an overnight task.
Are you HOT or COLD? Studio 2055 brand experts ask:
- LOOK at your existing brand design. Does it reflect your company’s intent and personality? If not, have it redesigned to be memorable and reflective of your company.
- DEVELOP a mission statement that shows your reason for being and the value you provide to your customers.
- DEFINE the qualities of your products and/or services. What are the core values of your products and services? What are the core values of your company?
- CREATE a memorable mark and tag-line that expresses who you are and what you do. Regularly write and issue press releases to the media. Regularly write and post press releases to your website. Every brand should be creating positive experiences both in-person and online.
A HOT brand is the culmination of who you are, how you’re differentiated from your competition and how consumers perceive your worth.
