What’s a brand?rrBrand is the proprietary visual, emotional, rational, and cultural image that you associate with a company or a product. When you think Volvo, you might think safety. When you think Nike, you might think of Michael Jordan or “Just Do It.” When you think Hooters, you think large…well I think we know what we think of, at least us guys!rrWhen you think IBM, you might think “Huge Blue.” The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product. That at least is why Fortune 100 companies literally spend hundrends and billions of dollars in “brand advertising and marketing.”rrWhile Brand X cola or even Pepsi-Cola might win blind taste tests over Coca-Cola, the fact is that more people purchase Coke than any other cola. Most importantly, they enjoy the experience of buying and drinking Coca Cola.rrWhy?rrCoca-Cola is without a doubt one of, if not they most recognizable brand in the world.rrThe fond memories of childhood and refreshment that people have when they drink Coca-Cola is often more important than a little bit better cola taste with another brand. It is this emotional and mental relationship with brands that make them so powerful. Read that line again very carefully, because it’s the reason pay $500 for a pair of designer gucci sunglasses that’s made in the exact same sweat shop as the $20 pair at Sunglass hat.rrBranding sells like water in the desert.rrWhat makes up a brand identity?rrA typical brand identity includes a brand name, positioning statement, category descriptor, organizational values, brand archetype, and the brand’s key buy factors with their tangible and emotional benefits (brand associations).rrA good brand name gives a good first impression, is simple to remember, and evokes positive associations with the brand. The positioning statement tells, in one sentence, what business the company is in, what benefits it provides and why it is better than the competition.rrEnvision you are in an elevator and you have 30 seconds to answer the question, “What business are you in?” The category descriptor lets your customers know what “hook” to put your branding on in their mind.rrLinking your internal organizational values with your brand builds trust with your customers. Brand archetype and personality adds emotion, culture and myth to the brand identity by the use of a famous spokesperson (Bill Cosby – Jello), a character (the Pink Panther), an animal (the Merrill Lynch bull) or an image (You are in good hands with Allstate).rrBrand associations are the attributes that customers think of when they hear or see the brand name. Ideally, you want customers to think of what they want from the brand (e.g., reliability and the benefits of reliability) and then associate that attribute with your brand name.rrIn closing what’s YOUR brand?rrWhat do you want YOUR brand to mean and say to people?
Ben Jordan is the CEO of Mobile Austin Notary a Texas mobile notary and loan signing agent company that covers the state of Texas. Rated as one of the top Austin Texas Notary providers because of their Texas sized customer service and vast experience.
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