Performing a media audit is a lot like going for an annual check-up with your doctor. You’re pretty sure that you’re healthy, but having an expert verify things can help catch major issues before they get bad or give you peace of mind if the check-up confirms that everything is alright. That’s why doing a…
Standing apart from competitors, engaging with potential new customers and building loyalty with existing clients is a primary goal of building brand equity. Central to this is defining and differentiating your brand in ways that are meaningful and motivational to your audience of clients and potential customers. This may sound easy, but usually it is…
While traditional target marketing can help a brand reach consumers, the need to optimize a brand’s communication with customers in their preferred language is proving to be an increasingly successful brand differentiation strategy. Target marketing is the process of identifying and communicating directly with a unique group of potential customers to influence their purchasing decisions.…
Logos and visual identity systems generate brand recognition while reinforcing the character. A brand tagline can also be used to communicate the brand’s value proposition or its attributes and benefits. But with these elements fully-deployed, what if your audience still does not fully understand the basic business services of the brand? I recently worked with…
For many years the Trump brand has stood for a distinctive high-end luxury branded real estate properties. While there has been some minor dilution of the brand image through association with non-core ventures, the Trump real estate brand has retained its premium image…so far. The Trump brand name has been a leading headline in the…
Back before the dot com meltdown of 2001, “it’s all about eyeballs” was a popular catchphrase that summed up the “of the moment” measure for online success. As it turned out, eyeball counting was not the ideal gauge for measuring the viability of an online enterprise. However, there’s much to be said about the value…
Company logos and visual identity systems are created to generate brand recognition while reinforcing the character of a brand. The expression of brand character is reflected in the color palette of the brand, which is codified in the style guide. That’s pretty much old school “Branding 101”. But whoa… brand color selection is not so…
When a brand loses it connection with its customers, company or constituencies, the solution most often recommended is a “Re-branding” program. The re-branding starts with “discovery” research into the brand’s current perception (both internal and external), attributes, benefits, values and utility, which provide insights then leading to the desired brand positioning. Usually, the next steps…
Will Your Brand Voice Sound Off-Key This Holiday Season? In the online social world, establishing a brand voice is essential to ensure that written words correctly express the persona and unique characteristics of a brand in a style and tone that its target audience relates and responds to. This is all good if your customers…
Brand marketing strategies that do not incorporate an element of brand juxtaposition can fail to effectively communicate the relevance of the brand’s position to its target audience. The brand position of a business, service or product is central to its perception among prospective customers as well as current ones. Classic marketing strategies define a brand…