Should You Use Your Own Name or Create a Brand Name for Your Business?

Should You Use Your Own Name or Create a Brand Name for Your Business?

A friend and ex-colleague of mine recently left her full-time job and started freelancing as a consultant. Like any freelancer seeking new business opportunities, she planned to create a website showcasing her past work and detailing her capabilities. But first, she had to answer a critical question: Should she create a new to represent her business or simply use her own name? Since I run a brand consulting agency with one full-time employee (me), she asked for my advice.

No matter what kind of freelance work you’re doing – from brand consultant to bookkeeper – this is a question you’ll have to answer. Using your personal name means presenting yourself as an individual contributor and keeping the focus on you. Coming up with a brand name, on the other hand, will require a thorough naming process and will create some “daylight” between you and the business. Either path can work, and deciding which is right for you depends on a range of personal factors. I’ve outlined five reasons below to take the first approach: creating a new brand name for your freelance business.

A brand name suggests scale

In the past, many companies took on their founder’s . Think Lipton, Ford, or . But these companies’ modern-day counterparts are more likely to develop unique brand names like , Tesla, or (For the record, Starbuck is a fictional character from Moby Dick, Nikola Tesla died 60 years before the founding of , and it’s unlikely Robin Hood was a real person, much less had any involvement with the financial services app.). Because of this shift, a unique brand name, rather than a founder’s name (i.e., yours) can create an impression of a larger organization, which implies more breadth and depth.

If you’re thinking, “But I don’t want anyone to think I’m more than one person,” don’t underestimate the disadvantage solo freelancers can face in competitive situations. Remember that people who’ll never meet you – whether they’re decision-makers or procurement personnel – may be making judgments based on your name alone. For example, imagine having to select one of the following brand consultancies: Catchword, Lexicon, or Sally Flakowitz. The personal name creates an awkward, apples-to-oranges situation you’re probably better off avoiding.

Related: Why Brand Name is Important for Start-Ups?

A brand name gives you room to grow

Speaking of scale, another benefit of a brand name is its potential to stretch as your business changes. You may not plan on building a 15-person team – but plans often change. Should your business become more than a one-person operation, a brand name provides room to grow.

This logic applies even on a project-to-project basis. When you take on a large assignment, you may need to subcontract work or hire other freelancers as teammates. When showing up at a client’s office with a colleague, introducing yourselves as independent freelancers who happen to be working together at the moment does not inspire confidence. It creates a temporary, noncommital feeling. It’s much easier – and sounds more professional – to say, “Hi, I’m Rob, and this is Sally. We’re from [BrandName].”

A brand name provides an opportunity to express ideas

What ideas and feelings does your name evoke to those who hear it? Hopefully, amongst your family and friends, at least, a host of positive adjectives are associated with your name – perhaps smart, creative, and hardworking. But for those who’ve never met you? Never heard of you? It’s just a name. Unless you go by “Sting” or “The Rock,” your name doesn’t really convey any meaning. It doesn’t tell prospective clients that you’re smart or creative. It’s not even a name you chose.

But creating a brand name allows you to say something. Some brand names are straightforward and descriptive (e.g., Best Buy), while some merely suggest an idea (e.g., Zipcar). Others venture into the abstract – they don’t carry any relevant meaning but can nevertheless convey a sense of personality, like Apple (simple) or Virgin (irreverent). No matter what approach your brand name has, you can use it to tell people something about yourself and the work you do.

Related: The Do’s and Don’t’s of Naming Your Business (Infographic)

A brand name may be easier to spell and pronounce

Some first and last names are easier to pronounce than others, but chances are the brand name you create will be shorter than your personal name (one word rather than two, for example). And since you’re building the name from scratch, you’ll have an opportunity to ensure its . While there are exceptions, most of the best brand names are short and sweet. Names built from one or more real English words are more likely to be understood, pronounceable, and correctly spelled than many people’s names.

If you have any interest in doing business overseas, you may find your personal name has additional drawbacks. Names that are commonplace in one language or culture may appear strange or unpronounceable in other parts of the world. Your name may lead people to assume – accurately or not – that you’re from a particular country or region and, whether or not it’s fair, that assumption may come with prejudices. English, however, has become the lingua franca of global business. A real English word or two is likely to be understood and pronounceable by many business people for whom English is not a native tongue.

A brand name may be more distinctive

The flip side of the point above is that, in some cases, personal names are so common that they fail to stand out. If your name is “Niamh Moloughney,” good luck getting people to spell and pronounce it correctly. But if you’re one of the over 11,000 Ann Millers on LinkedIn, your prospective customers may have trouble remembering you or telling you apart from other freelancers.

Reviewing competitor names is a critical step in any brand naming process. In creating your brand name, you can choose to use a different naming style, pick one that’s significantly shorter or longer than competitors, or find an initial letter that’s unique to the category.

Ultimately, this decision depends heavily on your given name and surname. How common are they? Are they hard to spell or pronounce? Will they associate you with a specific language, country, or region – for better or worse? Some people’s names almost beg to be used as brand names, like Smart & Final (named after founders J.S. Smart and H.D. Final) or Fox Racing (named after founder Geoff Fox). They’re short, simple, easy to remember, and have built-in meaning or imagery. Unless you’re lucky enough to have such a distinctive, evocative name, consider creating a brand name for your freelance business.

Related: 10 Secrets to Master Your Personal Brand

Rob Meyerson

 

By: Rob Meyerson/ Entrepreneur Leadership Network Writer

 

Source: Should You Use Your Own Name or Create a Brand Name for Your Business?

.

.

More Contents:

Create unique brand name for business and slogan – Best Branding Services service
http://www.youtube.com – January 7
 
CertifiedCare.org domain is for sale | Buy with Epik.com
certifiedcare.org – November 17, 2020
[…] It is an excellent brand name for business that’s looking to capture a growing online audience with a powerful brand name […]
1.2K
How to File an International Trademark When You’re Ready to Take Your Business Global
http://www.webzoly.com – January 16, 2020
[…] That means that even if you are using your brand name for business, if you did not file for foreign trademark registrations early enough, someone else can lawfull […]
1
Think Big | Think Domain
domain4flip.com – June 24, 2019
[…] ch extension is important for Switzerland make for your brand name for business use for marketing domain use … READ MORE rahelblocher […] com extension has great value make for your brand name for business use for marketing domain use for … READ MORE Swiss247 […]
8
Rihanna Suing Her Own Daddy For Stealing Fenty Brand Name
hiphopwired.com – January 15, 2019
[…] is learning this the hard way since the Bajan singer is suing him for allegedly stealing the Fenty brand name, for business purposes […]
1
Plandai Biotechnology, Inc. Finalizes Acquisition Of License To Diego Pellicer Brand For Medical & Pharmaceutical Marijuana Extracts
http://www.biospace.com – February 10, 2014
[…] Under the terms of the executed license agreement, Plandaí can use the Diego Pellicer brand name for business-to-business sales and marketing in both domestic and international markets […]

 

6 Proven Ways Social Media and Ecommerce can Boost Sales
bulk.ly – Today
[…] and business owners around the world to foster relationships with their audience and boost their brand exposure. In addition to growing brand image and building relationships with customers, you can also leverage the power of social medi […] You just have to make sure you choose an influencer that is truly representative of your brand and product, otherwise their use could end up having a detrimental effect on your brand, and campaign. Source: Hootsuite Twitter Twitter is great for growing your brand name thanks to the popularity of hashtag usage […]
N/A
Travel Outside India
[…] “Booking” means an act of creating an Itinerary with Customer’s details, such as name, contact information, etc […] “Electronic-Ticket” or “E-Ticket” or “Ticket” means an electronic document, containing the Customer name, Flight details, Booking reference / PNR, unique ticket number and the payment made for Travel […] “Vistara” means the brand name under which Flights are operated by TATA SIA Airlines Limited having its registered office a […]
0
Best Microsoft Azure course deal: 97% off online bundle (UK deal)
mashable.com – Today
[…] What makes Azure so popular, you ask? Not only can it keep up with other big names in the field, but when compared to AWS, it tends to be a more affordable and highly secur […] It’s why so many brands and companies are investing (or have already invested) in the service […]
1
American Express
toriesgifts.com – Today
Brand Name: VKTECH Theme: Letters Material: Metal Style: MEDITERRANEAN If you think your yard decorating i […] Features: Brand New with Retail Package Wealth and good luck with bells to decorate your garden Perfect decorat […] garden or yard to match different family adornment style We believe you will like it!  Features: Brand New with Retail Package Material:  Aluminum & copper Size: Total length: 67cm/ 26 […]
2
The Kitchen Is The Heart of The Home Wall Sticker Removable DIY Letter –
frontdoordecorplus.com – Today
Brand Name: Bonytain Origin: CN(Origin) Pattern: Plane Wall Sticker Style: Modern Classification: For Cabinet Stove Classification: For Tile Classification: For Wall Specification: Single-piece Package Scenarios: WALL Model Number: Wall Material: PVC Theme: Characters Size: 45x30cm Color: Black Color Type: The Kitchen is the Heart of the Home
0
New Chinese Style Vase Jingdezhen Black Porcelain Crystal Glaze Flower –
nubians-crown.com – Today
New Chinese Style Vase Jingdezhen Black Porcelain Crystal Glaze Flower Vase Home Decor Handmade Shining Famille Rose Vases Regular price $59.60 Sale price $59.60 Regular price Sale Sold out Unit price /per  Color Ships From Error Quantity must be 1 or more Add to cart Adding product to your cart Brand Name: enhancement Style: Traditional Chinese Material: Ceramic Size: M Function: Tabletop Vase Model Number: New Chinese Style
1
Associate Store Manager – Washington Square Mall – Portland, OR at
startup.jobs – Today
[…] The company is one of the fastest-growing consumer brands of all time, and its product line has expanded to include sheets, pillows, a matching foundation […] Casper was named one of Fast Company’s 50 Most Innovative Companies in 2017, and its eponymous mattress was crowne […] of the manager, including staff scheduling, opening/closing, inventory management, upholding visual brand standards, maintaining safe working conditions and facilities maintenance […]
0
SEC suspends trading of OTC share targets on social media
exbulletin.com – Today
[…] Almost all insurance providers, no matter if they are well-known brands or just local insurers, have an online presence […] access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc […] CONTACT: Company Name: Internet Marketing CompanyPerson for contact Name: Gurgu CPhone Number: (818) 359-3898Email: [email protected]: https://compare-autoinsurance […]
N/A
Montessori Rainbow Matching Game –
advantagefinder.net – Today
Brand Name: OCDAY Material: Resin Gender: Unisex Model Number: Resin Craft Age Range: > 3 years old Set A: 60pcs bears Set B: 1 set(6pcs) Stacking Cups Set C: 60pcs bears+6pcs Stacking Cups Set D: 60pcs bears+6pcs Stacking Cups+1set learniing cards Set E: 60pcs bears+6pcs Stacking Cups+1set learniing cards+1pc storage bag
N/A
Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension | SpringerLink
link.springer.com – Today
[…] unimaginable lengths of time, with this success largely attributable to their consistent release of brand extensions (BEs). BEs utilize established brand names to launch new products and offerings (Keller 2007), leveraging the equity vested in the parent brand to enhance consumer acceptance of products in new markets or offerings in the same markets (Dwivedi […] Past practice indicates, “To cope with information scarcity, consumers are increasingly relying on brand names as quality signals […]
0
Sexy Halter Party Dress Retro Polka Dot Hepburn Vintage 50s 60s Pin Up Rockabilly Dresses Robe Plus Size Elegant Midi Dress – Transctg
transctg.com – Today
[…] sure of the size, please leave me a message about your weight, height, bust; ADDITIONAL INFORMATION BRAND NAME Junxi Wan ORIGIN CN(Origin) SEASON Summer MATERIAL Cotton SILHOUETTE A-LINE AGE Ages 18-35 Year […] Required fields are marked * Your rating * Your review * Name * Email * Save my name, email, and website in this browser for the next time I comment […]
0
jankelly Nigeria 2pcs Bridal Zirconia Jewelry Sets For Women
chicmaxonline.com – Today
Brand Name: JaneKelly Metals Type: Copper Gender: Women Material: Cubic Zirconia Style: TRENDY Included Additional Item Description: 2 Jewelry Sets Type: Necklace/Earrings/Ring/Bracelet Fine or Fashion: Fashion Model Number: JK-1303 Item Type: Jewelry Sets Occasion: Anniversary Shape\pattern: Water Drop is_customized: Yes
N/A
Dutch poet refuses to translate Gorman’s works | Entertainment
exbulletin.com – Today
[…] Almost all insurance providers, no matter if they are well-known brands or just local insurers, have an online presence […] access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc […] CONTACT: Company Name: Internet Marketing CompanyPerson for contact Name: Gurgu CPhone Number: (818) 359-3898Email: [email protected]: https://compare-autoinsurance […]
0
The Trondheim | New Townhomes Now Preselling in Crown Hill
[…] THE COZY NUT TAVERN Serving world beer & quirkily named cocktails alongside interesting bites in a critter-themed space […] GROCERY OUTLET Discount chain carrying brandname groceries, plus items like gifts & toys (many sell beer & wine) […] TURNTABLES & TRAILS Secondhand shop for vinyl records, stereos & speakers, plus brandname hiking jackets & backpacks […]
0
Yogodlns New Luxury Handbag Women Stitching Wild Messenger Bags Design –
velveedajim.net – Today
Brand Name: Yogodlns Origin: CN(Origin) Main Material: PU Shape: Satchels Gender: WOMEN Occasion: Versatile Exterior: Silt Pocket Lining Material: Polyester Pattern Type: Patchwork Decoration: Fur Interior: Interior Slot Pocket Interior: Cell Phone Pocket Interior: Interior Zipper Pocket Style: Fashion Closure Type: zipper Shoulder Bag: Plaid Shoulder Bag Messenger: Stitching Bag Crossbody Bags: Female Totes Handbags: PU Leather Handbags
1
Smart IR Controller, WiFi Remote Control IR Blaster for Home Automation, IR Smart Hub for AC, TV and Other 38k Infrared Appliance, Compatible with Alexa Google Home – Eledonk Electronics Store
eledonk.com – Today
[…] More About This Item – Browse all Smart Home ASIN: B08TWKNVKH Category: Remote-Control Extenders Brand: YoSupgo Merchant: YOSUPGO Condition: New Shipping: Amazon Global, Free shipping, Prime Price: $17 […] ✔ DIY Learning Function – When you couldn’t find your device’s brand on the app, just click “DIY” type to learning your ir device […] More About This Item – Browse all Smart Home ASIN: B08TWKNVKH Category: Remote-Control Extenders Brand: YoSupgo Merchant: YOSUPGO Condition: New Shipping: Amazon Global, Free shipping, Prime Price: $17 […]
1
Natco Pharma unveils drug to treat epilepsy
[…] Pharma has unveiled Brivaracetam tablets, indicated for treatment of epilepsy, under the Brecita brand in the country […] Reddy’s Laboratories in India under the brand name Briviact […]
0
HostItBro Helps Startups to Grow In India With Low Cost Web Hosting Plans
[…]   Branding is the most crucial part of any Business […] Creating a brand website on your own is easy nowadays, special thanks to open-source CMS like WordPress […] One can buy a domain name, web hosting to start their website within minutes […]
N/A
Chatting Sports Tech Edition #3 – Fan Controlled Football
engagemintpartners.com – Today
[…] Wendy’s is the big brand name as the official field-level partner, but with WHOOP, Vroom, Kinexon, Black Box VR and Schell Game […]
0
Wallace State Computer Science Program Awards New Google IT Support Professional Certification
exbulletin.com – Today
[…] Almost all insurance providers, no matter if they are well-known brands or just local insurers, have an online presence […] access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc […] CONTACT: Company Name: Internet Marketing CompanyPerson for contact Name: Gurgu CPhone Number: (818) 359-3898Email: [email protected]: https://compare-autoinsurance […]
0
Opinion: These 15 companies are run in a Warren Buffett-like way
[…] Those listed own impressive insurance assets—Markel’s brand names, Alleghany’s TransAtlantic Holdings, Canada-based Fairfax’s Allied World—and remarkabl […]
2
promise rings freeshipping save money
fashionens.com – Today
[…] Stainless Steel Occasion: Wedding Rings Type: Wedding Bands is_customized: Yes Setting Type: None Brand Name: NoEnName_Null Model Number: MSXBSKH00158DH Material: Metal Gender: Women Compatibility: Al […]
N/A
Starting A Hair Store, Starting A Virgin Hair Business, Start Hair Business
fsnhair.com – Today
[…] It is actually important for you to think about the name for your business. There are two types of names. A specific name and a general name. A specific name is a name in such a way that anybody immediately can see what you do. For example, the name is Goddess Hair Extensions […] Once you come up with your name, go ahead to the Secretary of States . You will be able to search your name and see if somebody has actually filed, paid for that name because if they have the name, once again you have to start back at ground zero […]
0
RANJNA SAREE FLORY VICHITRA SILK WITH HEAVY BORDER SAREE AT AFFORDABLE PRICE IN INDIA
bhawanitextile.com – Today
BHAVANI TEXTILE > BRANDS > RANJNA SAREES, SILK SAREE BOOK CATALOGUE FLORY ON BHAWANI TEXTILE […] AT AFFORDABLE PRICE IN INDIA Download Image Zip Download PDF Download Image Zip Download PDF FLORY Brand ranjna sarees, Silk Saree Catalog FLORY Pcs 8 AVG […] Availability On Booking Other Details Dear Customer, We are launching our new Saree Catalog Brand – Ranjna Sarees Catalog Name : FLORY Fabrics – Vichitra Silk Heavy Border with Work Blouse Cut – 6 […] Name(required) Email(required) Mobile(required) Message(required) Submit
0
Exceptional Onsite and In Home Windows, Apple Computer and Mobile Phone Training, Tutoring, Virus Removal, Preventive Maintenance and Repairs for All of Oahu Call or Text 224.1870 Mainland U.S.A. Text Only 808.224.1870 for Remote Computer Lessons and Support
[…] 0 and this new upgrade possibility gives the users chance to have brand new features on their mobile devices […] 1870 for Remote Computer Lessons and Support You will find wide range of Smartphones from several brand names worldwide […] Lessons and Support My modern finest phone in the states list for 2018 comprises of well-known brands like Apple, Samsung and Google on the front page, yet it’s also challenging to figure out whic […]
N/A
Meticore Reviews – Top Weight Loss Pills That Work or Fake Results? 2021 Review
[…] The manufacturing company of Meticore weight loss pills has been a celebrated as a reputable brand name […] com LLC Media Contact Website: [KISS PR Brand Story PressWire] – Email: Media@kisspr […]
0
Harper Industries
[…] hydraulics, landscaping and sports turf management under the DewEze, Butler and Harper Turf brand names […] with implementing digital advertising campaigns (social/Eblasts) Improve customer engagement and brand awareness via all social media platforms Create and maintain blogs to serve relevant markets Trac […] Engage with the market to understand relevant topics Play an active role in becoming an influential brand and voice in the industries served Compile pertinent and resonating messaging that aligns wit […]
3
New Makeup 2017 Professional 15 Colors Eye Shadow Contour Palette Facial Camouflage Make Up Eyeshadow Pallete Cosmetics Set
Type: Eye Shadow Finish: Glitter,Luminous,Matte Benefit: Long-lasting,Easy to Wear,Waterproof / Water-Resistant,Natural Brand Name: YKS Model Number: Eye Shadow Contour Palette Size: Set Quantity: 1pc NET WT: 117g Waterproof / Water-Resistant: Yes Ingredient: Eye Shadow Single color/multi-color: Above eight colors
N/A
Dallas Logo Design Services – Best Logo Designers In Dallas
dallasdesignco.com – Today
[…] will make your brand stand out above all others, and we will do it in a way that makes your brand memorable, creative, and professional.  This is the kind of branding you need for your new company, and this is the kind of branding you need for the future of your brand […]   This is because they do not yet have a brand name, and they do not have customers […]
N/A
Android Native App. [login to view URL] Navigation | Android | Mobile App Development | Java | Freelancer
[…] dk, We need a new design for , we need a new brand for our services, We need a new brand name for our services, e-commerce mobile app: change cart screen design and create new checkout screen […] [login to view URL] Navigation My name is Manpreet Singh’’’’’’’ I have read your job Android Native App […]
0
our eyesight “To function as the favored model of expert parking administration company by giving service that is unparalleled integrating the principle of dependability and consistency” – My blog
[…] safeguard Cash Advance Borrowers SENIORS, COMMUNITIES OF COLOR MAY TAKE ADVANTAGE OF SAFEGUARDS IN brand-new GUIDELINE San francisco bay area, CA, October 5, 2017— because of this to brand new advance loan tips released due to the customer Financial Protection Bureau today, Paulin […] The CFPB’s brand name new guideline will assist destination a summary to those abusive financing methods […]
N/A
Www.chinavasion.com Coupon 2021 45% (+15*) Discount & Promo Codes
[…] Forget about purchasing brand name appliances, you can purchase cool gadgets at low prices at Chinavasion and enjoy our 12 mont […]

Your Brand Is Much More Than Your Logo. Here’s What Really Makes Your Brand Stand Out To Customers

Your Brand Is Much More Than Your Logo. Here's What Really Makes Your Brand Stand Out to Customers.

Branding is one of the most vital parts of growing a business. It’s how you differentiate yourself from your competitors. It’s how you stand out from the crowd, and it’s what your customers feel when they think of you. It’s the promise you make to your customers, and your business’s success depends on how well you fulfill that promise.

Your brand is the exact blueprint of how you will represent yourself to your customers. It’s the manual that tells you and anyone in your company who and what your company is not only from a design standpoint but also, who your customers are, what their wants and needs are, what the voice and tone of your marketing efforts and communication will look like.

Branding is the upstream driver of everything that comes underneath a business’s marketing campaign. It drives culture, tells customers what to expect, and ultimately drives a business to succeed or fail.

We’ve all seen brands change and grow throughout the years. Logo changes, changes in marketing messages, new angles and approaches to delivering a product or service — a brand’s changes evolve and mold to fit different changes in the market. Most brands who’ve stood the test of time use these three ways to differentiate themselves and stand above their competitors.

1. Sell emotions

If you look at great brands, you’ll see trends emerge. A mentor I once sought for advice used to say, “success leaves clues,” and while there is a lot left unseen when you look at large corporations… There are many traceable and tangible variables that can be monitored and valuable information to be gleaned from them. First and foremost is that most brands sell emotions.

Coca-Cola sells happiness. So does McDonald’s. Visa sells the feeling of freedom. Toyota sells freedom, reliability, adventure. Many large brands sell you a feeling and deliver it through service or product. They deliver it through an experience.

Understand what emotions your customers are craving, and you will win your branding efforts. Oftentimes, a business’s marketing campaigns focus too much on delivery mechanisms and not the state the customer will be in once they receive the product or service.

Most customers don’t actually want the specific item, service, or product they purchase. They actually want more safety, security, happiness… or less pain, less stress, less time or effort output, and more results. Most customers’ wants and needs are simple. While attempting to stand out, entrepreneurs tend to overcomplicate things and think that because their mechanisms of delivery for their products are so different from their competitors that their customers care as much about it as they do.

This isn’t true… Ask yourself questions like;

  • What emotions are evoked when my customers receive my product or service?
  • What are the pain points that my customers are trying to solve?
  • What is the end-state of receiving my product or service for an extended period of time?
  • What are the results my product or service delivers?

Use the answers to these questions to understand what your brand or business delivers. Create a roadmap of the emotional journey your customer goes through. Then speak to each part of the journey in your marketing messages.

When people are first learning about your product or service, what are the emotions they are feeling? As they move from a cold/unaware person to a warmer and more educated lead, what emotions and thoughts do they have about your product and service?

Map the customer journey using emotions as the basis for transformation and let your marketing then speak to each segment as they move through the conditional logic that is your marketing funnel.

Related: 4 Ways to Sell More Using ‘Customer Journey Optimization’ Strategy

2. Consistency is key

Consistency is the key to any branding campaign. Since branding is a promise, you make to your customers. This promise MUST be made consistently throughout your front and back-end marketing campaigns to maintain integrity.

One of the hardest things about our current entrepreneurial world is how many shiny objects fly around our purview and get us distracted. I have often found myself exploring new and deeper territories of marketing, new ways of advertising, or new ways of delivering our product or service.

It’s so easy to see a gap in the market and innately rush to try to fill it. As entrepreneurs, we capitalize on the opportunities we see in front of us. That’s the job of an entrepreneur… It’s to see room for improvement in society and then create that improvement.

When you define your brand, you create a container for your business. You figure out what fits into “the box” that defines who and what your business is and who it serves. You understand what it is that you do you and what you don’t do. When you’ve created this roadmap, it allows you the ability to say no to opportunities that will create inconsistencies in your business.

Define your brand, create a consistent message that speaks to your audience’s emotions, and make sure you continually measure any and all new possible products, services, or marketing channels against who and what your brand is. If it fits, run it. If it doesn’t, you’ll know, and saying no will be so much easier.

Related: 5 Steps for Making Your Brand Identity More Consistent

3. Create Community

Branding isn’t just about messaging anymore. It’s not just about consistency either. It’s also about creating community. The best brands created communities accidentally. For instance, Costco didn’t intend to create a community with their memberships, but you know if you’re a Costco member and you’ve had a discussion with another member that you’ve likely talked about some product or service they have. Maybe you like their gas or their return policies… Maybe it’s the deals on dried mangos (that’s me). I often find myself sharing tips, tricks, or items I have found valuable there… but it’s only relevant to those that have a membership.

You’ll find that communities are created inadvertently by large brands. If you own a Toyota 4Runner, you’re a part of a club that only 4Runner owners can be in. That community of enthusiasts then created more containers for the community online through forums, Facebook groups, and other places to gather and exchange knowledge.

eBay is another great place to look at community building done through forums. If you google nearly anything about eBay, you’ll find that their forums generally dominate the SERP. In those forums, you’ll find sellers and customers collaborating to find answers to their questions.

Large brands create community by their prominence in society. Just by buying a product or service, you signal to others in the world that you are a person who “does things like that,” as Seth Godin would say.

Related: 4 Reasons Why Focusing on Community is Your Best Brand Strategy

If you buy a Tesla, you signal to the world that you’re forward-thinking. Maybe you like technology, renewable energy, or you just like fast cars? No matter what emotional reason you bought the car, fun, safety, prestige, status… or any other reason, you still signal to the world that you’re the type of person that would buy a Tesla, and you join a silent club of Tesla owners.

Great brands don’t just silently induct you into communities… Great brands create communities and places for their customers and clients to congregate, communicate and create new relationships. Look at Peloton and the gamification and ability to ride in classes with others or look to Literati, the online book club curated by celebrities and thought leaders that allows you to not only get access to the knowledge that has shaped Stephen Curry, Malala Yousafzai, and Richard Branson’s life’s, but you actually get access to a community where you can speak to other book club members and the curators themselves.

This type of community creates 2 powerful psychological processes.

  1. Habituation
  2. Reliability

In the age of information… finding the information we actually need is sometimes like finding a needle in a haystack. We often find ourselves with answers, but because the internet is open source, it’s hard to trust that the information we get is true or exactly what we need…

When you create a community and involve celebrities and thought leaders, you do two powerful things for your customers. You allow them to relax and trust the information’s validity (compared to a forum or googling.) You’ve earned social authority with them by leveraging someone they know, like, and trust…

At the end of the day, branding is much more than marketing or a logo… Branding is exactly how your customer feels about you and your products/services and every touchpoint they’ve ever experienced from your business. It’s about providing your customers with solutions to their problems that create a change in their lives and, most importantly, in their emotional state and quality. It’s about creating a consistent place of business where they can reliably come to get their needs met. And most importantly, it’s about creating a community where they know their answers will be met with the best and most reliable information they possibly can get.

As information and technology become even more widely democratized, your business and brand will win or lose based on these three foundational factors. Can you define who you are, who you serve, and then consistently provide solutions and community? Answer yes to these three questions and your brand will inevitably grow, win more market share and become a staple in your customers’ lives.

Scot Chrisman

 

By: Scot Chrisman Entrepreneur Leadership Network Contributor

 

Source: Your Brand Is Much More Than Your Logo. Here’s What Really Makes Your Brand Stand Out to Customers.

.

.

 

Find clients for your service-based business! In this series, we’re covering how to launch, grow and scale your online service business. 💸💸 ***Join The Early Bird List For The Savvy Online Selling Course DROP for FREE 👉 https://kimberlyannjimenez.com/earlyb… **Catch the entire series business series: http://bit.ly/2KwtZiE 💻Get My Best Work In One Place (And 30+ Business & Marketing Courses) Inside The Business Lounge: http://jointheblounge.com Get in-depth, practical examples of today’s episode over on the blog: https://kimberlyannjimenez.com/2019/0… 📺 WATCH MORE ONLINE BUSINESS TRAINING VIDEOS: http://bit.ly/2KwtZiE ▼ GRAB THESE FREEBIES Learn How To Sell More On Your Blog Via My Brand New, Free Masterclass:
https://kimberlyannjimenez.com/blog-c… The Online Success Path, a step-by-step guide to launching, growing and scaling the profitable online business you’ve always dreamed about: https://kimberlyannjimenez.com/succes… How To Start A Blog Playlist: https://www.youtube.com/watch?v=PAgJg… Learn Content Marketing Playlist:https://www.youtube.com/watch?v=l5gui… ▼ NEW AROUND HERE? START HERE. Run Facebook Ads On A Budget: http://bit.ly/mystrategyforfbads 5 Steps To Start An Email List From Scratch: http://bit.ly/2wgV8hT 6 Stages Of A Successful Online Business: http://bit.ly/2x5CTsR ▼ MORE RESOURCES Don’t forget to subscribe to our Podcast! :
https://kimberlyannjimenez.com/podcast/ Come on over and join The Business Lounge’s FREE Mastermind Group: https://kimberlyannjimenez.com/master… Learn to launch, grow or scale a profitable online business without spending thousands on a business coach. It’s my best work in one place. http://jointheblounge.com ▼GEAR I USE: Main Camera Beast: https://amzn.to/2ALA2fQ Buttery Wide Camera Lens of Life: https://amzn.to/3bN9K9N My Favorite Studio/Portrait Lens Ever: https://amzn.to/2WOGcEt Crispy Lucious Microphone: https://amzn.to/2zekiBx Softbox Light For Glowy Skin: https://amzn.to/2XhPE2l Most Reliable Tripod: https://amzn.to/36d2NOa Most Versatile Tripod: https://amzn.to/2XckysF More recommended gear for any kind of budget: https://kit.co/kimannjimenez ▼ FOLLOW ME ON SOCIAL Facebook: https://www.facebook.com/KimAnnJimenez/ Twitter: http://twitter.com/kimannjimenez Pinterest: http://pinterest.com/kimannjimenez Instagram: http://instagram.com/kimannjimenez
.
More Contents:
Online Jobs | Freelance Employment | Outsourcing Services | Programmers | Web Design | Freelancer
[…] Avg Bid 2 bids draw a map on a piece of paper 6 days left VERIFIED Draw a map on a piece of paper Branding Drawing Graphic Design Logo Design Website Design $13 / hr Avg Bid 6 bids Collect a data base o […]
N/A
Your Brand Is Much More Than Your Logo. Here’s What Really Makes Your Brand Stand Out To Customers. – License To Blog
licensetoblog.com – Today
[…] Branding is one of the most vital parts of growing a business […]  Consistency is key Consistency is the key to any branding campaign. Since branding is a promise, you make to your customers […] authority with them by leveraging someone they know, like, and trust…  At the end of the day, branding is much more than marketing or a logo… Branding is exactly how your customer feels about you and your products/services and every touchpoin […]
0
HOT JOBS & COOL JOBS: HEAD OF MARKETING ATLANTA GA USA
[…] Apply Now>> 36 Marketing & Branding: Summer 2021 Internship Atlanta, GA, USA Marketing & Branding: Summer 2021 Internship CKH is looking for a summer intern with interest and  […]
N/A
HOT JOBS & COOL JOBS: MARKETING MANAGER LEHI UT USA
[…] Salt Lake City, UT, USA This role will manage and develop all facets of marketing communications, branding and public relations for RAM and its locations in Elko, NV (corporate HQ’s), Salt Lake City, UT […]
N/A
HOT JOBS & COOL JOBS: DIRECTOR OF MARKETING SALES WILMETTE IL USA
[…] Develops competitive positioning, branding, and corporate messaging  […]
0
“Good Vibes” Come from a Compelling Story
[…] casinos—or is it something more? The answer to this question lays at the intersection of place-branding and storytelling […] But the mission of smart marketers in the place branding space is not to show up, wave a wand, and invent a brand story out of nothing […] This is the real power of building a place-branding story that works […]
1
2021 State of Marketing to Engineers Research Findings with Jenn Corcoran
[…] You know, as marketers, we’re definitely some people that pay attention to graphics and music and branding and well, obviously, we want our videos to look professional engineers far and away just before i […]
2
HOT JOBS & COOL JOBS: BRAND MARKETING MANAGER JUNIOR LEVEL TRAINEE LAKE FOREST CA USA
[…] Managers who can help make brand-to-consumer connections with these brands through face to face branding  […]
N/A
US-funded media outlets in Middle East under new management again – The Jerusalem Post
[…] “Beyond that, there’s an issue of branding […]
0
Web Design, Graphics & Print in Grants Pass, Oregon
roguecreativestudio.com – Today
What Can Rogue Creative Studio do for Your Business? Website Design, Branding, SEO and Business Solutions […] WHAT WE CAN HELP YOU ACHIEVE Personal or corporate branding | SEO optimization | Web & UI Design | Standing out in the crowd INSIGHTS March 27, 2018 2018’ […]
234
HOT JOBS & COOL JOBS: PRODUCT MARKETING MANAGER AUSTIN TX USA
[…] Apply Now>> 12 Marketing Manager Austin, TX, USA Product positioning and branding though website and e-commerce platforms […]
N/A
Soap Boxes – Custom Soap Packaging Boxes Wholesale | iCustomBoxes
[…] result of which, we being the leading printing press are striving hard to gratify the packaging and branding needs of the companies […]
N/A
Logo Designer Doncaster, South Yorkshire, UK – Graphic Design, Website Design, Branding
ryanthedesigner.co.uk – Today
Logo Designer based in Doncaster, South Yorkshire, UK who specialises in brand design, website design and graphic design. I have worked for clients worldwide with 90+ 5* reviews, creating brands, rebranding and designing for start up businesses, but most importantly I have had excellent feedback…
N/A
CandE Recruiting Focus 2021
[…] Recruiting Focus survey, diversity and inclusion moved to the second position overtaking employer branding […] teams will focus on in 2021 include candidate experience, diversity and inclusion, employer branding and more (see Table 2) […] Employer Branding 58% 61% 60% 59% 31% 4 […]
2
Portable Electric Coffee Maker Automatic Coffee Machine Built-in Filte –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
0
The Best 10 Paid and Free Logo Makers Online in 2021
[…] Get a crash course in small business branding with our free, curated list of high-impact articles […] logo file for $20, or you can buy logo files for your website, social media, print, packaging, and branding for a $65 one-time payment […]
1
Strategic Semiotics – Oxford Scholarship
oxford.universitypressscholarship.com – Today
[…] at ESSEC Business School and the University of Illinois, I commonly receive feedback that the branding principles and methods learned in this exercise either gave students an advantage in their jo […]
N/A
9 Key Differences Between B2B and B2C Marketing | by Daniel Hopper | Data Driven Investor | Feb, 2021
medium.com – Today
[…] For B2C, the emphasis is instead on branding to create an identity that attracts customers […] B2C — Branding Branding is a priority for B2C marketing […]
3
PERSONAL BRANDING on
Graphic Design,Calligraphy,Typography,Calligraphy Pen,Adobe Illustrator…
0
How to Create Effective Visual Content for Social Media
[…] Images should stay true to your branding guidelines, but it’s important not to overlook whether those colors will work well together online […]
1
Jordan 3 Cool Grey | Raffles & Where To Buy
thesolesupplier.co.uk – Today
[…] Jumpman logos are located at the tongue and heel, while branding is absent elsewhere […]
5
Amir Sabirović on LinkedIn: #empowerment #leadership #culture
[…] talking to you Dzeneta! Thank you for sharing your story and giving insights on why personal branding is key nowadays and how professionals should leverage the available technology and tools […]
N/A
Top 20 YouTube Marketing Tools That You Should Know In 2021
[…] looping Video templates Drag-and-drop interface Why use this tool? Content management Customizable Branding Data Import/Export Image library Template management Video streaming Pros – Social Medi […]
0
UNDERCOVER x Nike Overbreak | Shelflife
[…] Co-branding tongues and insoles complete the design […]
0
Experienced Web Designer + Front End Dev at Speak Creative – Nashville, Memphis, Remote – Dribbble Design Jobs
dribbble.com – Today
[…] development, digital marketing services, web and mobile development, cinematography and traditional branding and print […]
0
Experienced Web Designer + Front End Dev at Speak Creative – Nashville, Memphis, Remote – Dribbble Design Jobs
dribbble.com – Today
[…] development, digital marketing services, web and mobile development, cinematography and traditional branding and print […]
0
OTC Dynamics | $TAOP TAOP Enters into Consulting Agreement with Great Bay Capital Investment for Blockchain Deployment
[…] (e-Store)” media ecosystem to ultimately achieve the mission “our technology makes advertising and branding affordable and effective for everyone […]
1
Big Data Pharmaceutical Advertising Market Next Big Thing: Major Giants Oracle, TCS, IBM – The Bisouv Network
bisouv.com – Today
[…] Advertising market segments by Applications: Product & Service Targeting, Customer Targeting & Branding Major Key Players of the Market: International Business Machines Corporation, Oracle, Tat […] Advertising Market, by Application [Product & Service Targeting, Customer Targeting & Branding] – Big Data Pharmaceutical Advertising Industry Chain Analysis – Big Data Pharmaceutica […]
N/A
Free Matterhorn Mobile & Desktop Lightroom Presets ~
creativetacos.com – Today
[…] will help you produce beautiful and professional effects in your photographs to help you grow your branding […] will help you produce beautiful and professional effects in your photographs to help you grow your branding […] will help you create beautiful and stunningly filters in your photographs to help you grow your branding […]
0
ETCIO Cloud & Datacenter Summit 2021 | ET CIO
cio.economictimes.indiatimes.com – Today
[…] anywhere in the world Full event analytics and event data help to measure event ROI Interactive branding opportunities throughout the virtual portal Scale-up your reach with attendees joining acros […]
1
KFT Silver Plated Natural Healing Rock Crystal Quartz Reiki Hexagon Pr –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
N/A
Best Branding and Advertising agency in Hyderabad, India | Pc Media Branding & Advertising.
With over 5+ yrs of experience in the Branding, advertising and online marketing verticals in Hyderabad, India PC Media covers all your promotional requirements.
N/A
IVISMILE Dental Teeth Whitening Kit Professional Carbamide Peroxide Ge –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
N/A
Brand Equity | Latest Advertising and Marketing Industry Information and Updates: ET BrandEquity
brandequity.economictimes.indiatimes.com – Today
[…] We are in our digital future Advertising The BE Weekly Wrap Digital Technology is not changing branding principles, Tom Goodwin Marketing IPL 2021: Chris Morris breaks auction record, Vivo back as titl […]
810
A Landing Page Without a Website?
[…] Branding is essential in building customer trust […]
N/A
ITCON Services Careers – Sharepoint Developer
jobs.jobvite.com – Today
[…] Net, C# Experience creating and/or implementing graphical design for customer SharePoint site branding […]
0
How Creative and Design Thinking Is Critical for Brands in 2021 | LBBOnline
[…] If you have this beautiful branding piece that you expected to drive sales overnight, they don’t, that doesn’t work like that […]
N/A
Ghost Kitchens: A New Era of Restaurants
[…] Advantages & Disadvantages Advantages Pseudo-branding: Operating under a different brand allows established food brands the opportunity to test new men […] industry in navigating new consumer preferences that include delivery logistics, technology, and branding […]
2
Gold Buyer Near Me – Free Ads Book
[…] Beyond offer branding, creating SEO friendly websites using the advanced technology available in web development and also […] Beyond offer branding, creating SEO friendly websites using the advanced technology available in web development and also […] Beyond offer branding, creating SEO friendly websites using the advanced technology available in web development and also […]
0
GEM’S BALLET 925 Sterling Silver Adjustable Rings 1.0Ct D Color Twinkl –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
0
A Saudi company with many government projects is looking for marketers to invest together. — 2 | Accounting | Excel | Financial Research | Finance | Financial Analysis | Freelancer
[…] south africa i m also looking for an advice on how to get security cont, i am looking for a branding company in edenvale, i need a logo developed for our company i am looking for fixed one time fe […]
0
Director, Human Resources – Employee Relations & Talent Management Pima Community College – USA
[…] Leads Talent management: develop and directs client-units workforce staffing analysis, employer branding/reputation, active and passive recruitment strategy and tactics, interview/selection/offer process, […]
0
Commercial Interior and Building Design Architecture
[…] Exterior and Interior Branding Fluidity In the past, it was not unusual to see a street of commercial buildings where ever […] In doing so, they’re highlighting the branding and the business inside […]
0
No return: Harry and Meghan make final split with British royal family : The Tribune India
[…] the pair got their freedom from royal duties but had to agree not to use the word “royal” in their branding and a 12-month review was agreed […]
2
EU/UK Trade Post-Brexit: Rules of Origin and Their Impact on Competition Law
[…] differences) and possibly other aspects, such as consumer preferences, language differences and branding […]
0
IndieWire Staffers’ Favorite Pandemic Purchases: Digital Picture Frames, Massagers, and So Much Coffee | USA News Digest
usanewsdt.com – Today
[…] 97 Buy it Resigning to the pain of life doesn’t mean you have to accept back pain! Suggestive branding aside (“more power means more pleasure”), Mighty Bliss is great for attacking tight or achy muscles […]
0
VISTOSO Gold Ring For Women Genuine 14K 585 Yellow Gold Ring Sparkling –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
N/A
The 8 Best Website Builders for Small Businesses
blog.shift4shop.com – Today
[…] builder that can be used to customize your choice of site theme to fit your business needs and branding […]
0
Failed Apple Car Talks Cause Hyundai Stock Trade Investigation
[…] to build the Apple Car, as the company has recently been shot down by Nissan due to divisions over branding […]
N/A
The Top Naming Companies – February 2021 | 99firms
99firms.com – Today
[…] , or, in other words, are not just naming but branding agencies […] The best naming companies usually employ up to six namers when developing the best agency names and branding for companies […] The pricing will also change depending on whether you simply need a name or other branding services as well, like logo design, etc […]
1
Use The New SEO To Cream Traffic For Knowledge Commerce
solohacks-academy.com – Today
[…] Google has said clearly that guest posts are good for branding but not for backlinks – and if Google thinks guest posts are getting too spammy (as they alread […]
0
Octopus Labs: A Global Leader in the White Label Industry – White Label World Expo London
[…] The services they offer include product design, packaging, operations, branding content marketing, paid advertising, social media management along with warehouse and distribution […] From branding to marketing, their team is ready to help your business stand out in the marketplace […]
0
Get Bulk SMS Service for Promotional & Transactional SMS | Insignia.
[…] These include sales campaigns, branding and marketing. Our services include commercial communications like, Sales Discounts New offers Branding and advertising TRANSACTIONAL BULK SMS We offer transactional Bulk SMS services with the objectiv […]
0
MyLogoSource, Inc -Promotional Products, Logo, Merch, Marketing, Branding, Custom, Imprinted, Print, Tradeshow Giveaways, Swag, Birmingham, AL – Blue Light Glasses… How do they work? How can I use them to promote safety and grow business?
[…] your full color logo!   Category: Tags: Promotional Products, Promotional Items, Promotional Gear, Branding, Logo, Swag, Marketing, Giveaways, TradeShow, Event, Custom, Advertising, Blue Light, Eyes, Tech […]
N/A
Using YouTube Premium benefits – YouTube Help
support.google.com – Today
[…] You may still see branding or promotions embedded in the content by the creator and promotional links, shelves and features in […]
201
WatchGuard Cloud | The Road to Security Revenue Starts in the Cloud
[…] Custom Branding The custom branding feature allows you to brand some of the WatchGuard Cloud services as your own […]
1
Elbru Vintage Retro Round Metal Spectacles Frame Women Men Anti Blue L –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
0
Gaming Content Creators: Finding Freelance Services to aid content creation Survey
[…] ) Graphic Designer/Artist  (logos, branding, emotes) Marketing  Moderators  Other (please specify) Question Title 5 […]
N/A
Authentic branding through street art
mixergy.com – Today
I’m usually a cynical person, but sometimes I see these beautiful murals that incorporate some branding and it just looks so cool. Well, it turns out there’s a company behind those branded murals. Tricia Binder is the co-founder of Muros, an art activation agency to create impactful spaces, experiences and outdoor mural advertising campaigns.
1
Freelance Graphic Designer
[…] ​ My name is Dionna, I am a Visual Artist from New Jersey with over 8 years of experience within Branding & Illustration work […]
51
Brand identity – Surrey Design Agency
PRE are ending the week on a high with the news that we’ve just been given the green light to start work on a new brand identity for one of the biggest players in the UK’s lighting industry. The project will start with a phase of branding before moving on to the website design. Set for launch later in the year, more news will follow in the spring.
136
Sotoleros Is Not Tequila, But It’s Just As Traditional | Dieline – Design, Branding & Packaging Inspiration
Dieline is a global package design community and showcase of package design inspiration. We cover industry news, sustainable packaging news, design trends, and host our own packaging conferences, package design events, and Dieline packaging design awards.
N/A
Modern Logo Design- Green Warriors Logo- Logos on
Modern Logo Design- Green Warriors Logo- Logos—-Design, branding, logo, icon, flatdesign, minimalist, behance, portfolio, graphicdesign, branding, Logo design, logo, logo designer, modern logo, brand identity, brand guidelines, graphic designer, logo……
0
Job Application for Senior Employer Branding Manager at Brainly
boards.greenhouse.io – Today
[…]   The People & Culture team is looking for an experienced Senior Employer Branding Manager to bring their expertise and passion to our team […] You will develop, implement, and monitor Brainly’s first employer branding strategy […] Brainly PR & Communications area to create an employer’s brand consistent with Brainly’s overall branding and marketing strategy   YOU ARE A GREAT FIT IF YOU HAVE: Required experience: 5+ years of […]
N/A
Graphic and Web Design Portfolio – DESIGN X434 | UC Berkeley Extension
extension.berkeley.edu – Today
[…] You’ll research best fits in today’s design marketplace and create a self-branding package: logo, résumé, cover letter, reference sheet, business card, thank you card and it […]
N/A
Senior Employer Branding Manager at Brainly
startup.jobs – Today
[…]   The People & Culture team is looking for an experienced Senior Employer Branding Manager to bring their expertise and passion to our team […] You will develop, implement, and monitor Brainly’s first employer branding strategy […] Brainly PR & Communications area to create an employer’s brand consistent with Brainly’s overall branding and marketing strategy   YOU ARE A GREAT FIT IF YOU HAVE: Required experience: 5+ years of […]
N/A
How to Host a Virtual Networking Event your Guests Will Never Forget – TECHOSMO
techosmo.com – Today
[…] to you! oVice features customization that allows hosts, exhibitors, and sponsors to grant their own branding and style […]
0
Print Service
[…] powerful tool to keep your packaging project on track and ensure you realise your aesthetic, branding and practical ambitions […]
N/A
GreenSupplies Gives A Whole New Meaning To Clean | Dieline – Design, Branding & Packaging Inspiration
Dieline is a global package design community and showcase of package design inspiration. We cover industry news, sustainable packaging news, design trends, and host our own packaging conferences, package design events, and Dieline packaging design awards.
N/A
Culture POP Soda’s Branding Highlights Flavor And Function | Dieline – Design, Branding & Packaging Inspiration
[…] The new functional soda line enlisted creative agency Rook for branding, visual identity, and packaging […]
N/A
SUCHCUTE over size female t-shirt Tie Dye loose long tee summer 2020 g –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
N/A
OTC Dynamics | $KAVL Kaival Brands’ Q1 Revenue Resumes Upward Trajectory; Management Reaffirms 2021 Revenue Guidance
[…] Considerable additional efforts to further remove any remaining potential aesthetic and branding that the company considered to be possibly appealing to younger people below the federa […] ” With the branding reposition completed, Kaival Brands has successfully restarted its sales and marketing process […]
1
Yo Revere on LinkedIn: #digitalmarketing #socialmedia #marketing
[…] Akeria Software Solutions Pvt Ltd YoDigital Marketer #digitalmarketing #socialmedia #marketing #branding #influencermarketing #hotelier #hotels #hospitality #pointofsalesystem #hotelindustry #hoteltrend […]
N/A
The Future of Digital Marketing: Doost Digital Marketing Agency
[…] many other businesses grow enormously on Shopify using years-long experience in social media branding and marketing […] SOCIAL MEDIA BRANDING : Social media branding has been a convenient tool to reach customers for many years. Even though social media branding has become more redundant, sometimes there are way too many businesses appearing on our timeline […]
2
YourCMO – On-demand Chief Marketing Officer
BRAND MARKETING: PITFALLS TO AVOID, STEPS TO SUCCESS! Jan 19, 2021 Brand Marketing: Step-by-step guide to creating a strategy Is branding really essential to promote your business? The answer is yes! Read More
N/A
Sure Exposure Inc. – Recherche Google
[…] Sure Exposure, Inc — a top-rated digital branding and marketing company by the Silicon Valley Journ […] – Digital Branding & Marketing […]
N/A
11
[…] ” ​ Regarding the upcoming rebrand, it was revealed that a professional firm that specializes in branding and marketing has been hired to put together the launch of the new name […]
N/A
Website Designing Company in Gurgaon, Delhi NCR – Junipero IT
[…] Website design and development, SEO promotion and branding […] Branding is for making a mark, establish, and actively shaping your brand into the customer’s mind […] 08 Branding & local SEO Empower and enhance your brand with localized SEO […]
55
Clothes Organizer Suitcase Shoe Bags for Travel Storage Bag Saving Spa –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
0
Non-Woven Shoes Bag Storage Bag Travel Business Trip Portable Shoes Tr –
[…] #espress #freeshipping #espressshipping #epsilonproducts #epsilonmedical #promotionalproducts #branding #promo #promotion #marketing #promotionalitems #promotionalgifts #promotional #corporategift […]
0
UNDP – Multimedia Designer Consultant
untalent.org – Today
[…] Secretariat in developing cohesive multimedia communications to support the MPHSTF Communications, Branding, and Marketing (CBM) strategy—including, but not limited to, campaign branding and production of audiovisual materials and content to support the implementation of th […] The brand development should correspond to the common UNCT Branding guidelines […]
0
Events —
estatemanagementsystems.com – Today
[…] I attended one of Kelly’s Zoom Coffee Talks on resume writing and personal branding, something I had never really thought about before […]
0
What is a Cannabis SPAC? |
zephyrnet.com – Today
[…] offering, copywriting, content marketing, email marketing, social media marketing, and strategic branding services […] Social Media Marketing, Kick-ass Copywriting in 10 Easy Steps, and she is a popular marketing and branding keynote speaker […]
N/A
Lexpert ® | Best intellectual property litigation lawyers in Ontario
lexpert.ca – Today
[…] She also co-leads the innovation, technology and branding practice, heads the intellectual property litigation group and serves as lead director of th […]
0
Evolving place branding strategies for new challenges
Whilst the impact of the pandemic is ongoing, the 2021 Survey has been able to look back on the past year and forward to the next, to explore the longer-term changes this is bringing to the practice of place branding and marketing for cities, regions, and nations around the world. This survey is only available to download if you have purchased the PDF or if you are a member of City Nation Place Connections. BECOME A MEMBER NOW To download please sign in.
N/A
Trademark Attorney – Remote – Indeed.com
[…] This opportunity is great for a IP attorney who loves the wide field of small business formation, branding and protection, while also looking to work in along side a firm that provides great flexibilit […]
1
Ten Branding Reputation
bloomwithten.carrd.co – Today
made by Power of Czennies…
N/A
Clutch Highlights the Top 400 B2B Providers in New York for 2020 | Clutch.co
clutch.co – Today
[…]   Out of the 400 companies on this list, these firms specialize in mobile app development, branding, SEO, and more […] ”  Check out the leaders below: Fingent Infinum DeSantis Breindel WANT Branding Constructive Tenet Partners River + Wolf Gramercy Tech DOOR3 Blue Label Labs MOBIKASA Tanj Moburs […] io Beacon Branding LLC Clutch Creative House Noticestry Ascender Studios Gavant Software, Inc […]
0
Social Media Strategy: Marketing Advertising And Public Relations In The Consumer Revolution –
liicourse.com – Today
[…] on law, ethics and etiquette, and updates on key topics such as social media careers, personal branding, storytelling, paid social media, messaging apps, live video, influencer marketing, B2B socia […]
N/A
Mentoring with
[…] are best for your business Becoming a Social CEO Starting a podcast Identifying your communication, branding, messaging and positioning strategies for your business How to become a marketing consultan […]
N/A
Trademark Attorney – Remote – Indeed.com
[…] This opportunity is great for a IP attorney who loves the wide field of small business formation, branding and protection, while also looking to work in along side a firm that provides great flexibilit […]
N/A
This Week at the Ninth: Biomaterials and Unclean Hands | Morrison & Foerster LLP – Left Coast Appeals – JDSupra
[…] ” Background:  Metal Jeans manufactures and sells clothing featuring stylized “METAL” branding, which it has trademarked […]
N/A
Virtual Open Studio – Synergies Work
synergieswork.org – Today
[…] Join her for guidance on networking, branding, and marketing to turn your hobby as a visual artist/creative into a sustainable enterprise […]

7 Costly Mistakes That Can Be Avoided By Brand Research

Branding strategies can make or break an organization. There’s a lot that goes into developing a successful brand, and the best companies around the world put substantial time and effort into brand development and image. Creating a successful brand requires time and research commitment and is an ongoing strategy that can yield amazing results.

However, small businesses at the start of their inception can potentially create crucial branding mistakes during their initial stages of development that costs them a lot of customers, money, and time. Even major brands make big branding mistakes, like Nintendo’s Virtual Boy and Amazon’s Fire Phone.

Brand research services for positioning strategies, brand mapping, and perceptual mapping can help you, whether you’re a small business or a long-time market player, to avoid pitfalls and the costly mistakes of failed brand positioning.

Common Branding Mistakes by New Businesses and Entrepreneurs

Do you remember Nintendo’s Virtual Boy in 1995? You might not because it’s one of Nintendo’s biggest failures in the history of the company. It didn’t offer what it promised, a true VR experience, resulting in incredibly low sales and quick removal from the market. What about Amazon’s Fire Phone in 2014? It only lasted one year because of its limited availability and features that didn’t resonate with audiences. Even major companies like Nintendo and Amazon have to be careful about product or service branding that can tarnish their reputation and result in massive profit loss.

Even small branding mistakes can cost a company. Not only will your efforts and time spent towards planning to be lost, but you will have cost your business a lot of money and even potentially tarnish your reputation permanently, which can be completely devastating for the longevity of a brand.

Below are seven mistakes that you can avoid when it comes to brand positioning so that you learn more about them and avoid them altogether:

  1. Lack of Competitor Research
    You have to learn about your competitors if you want to be successful. How do they position their brand? What types of products and services do they offer? How are they perceived in their respective industry? How are they succeeding? Do you have a potential opportunity in the market where they do not? You don’t want to identically replicate your competitor’s strategies. But you do have to learn everything there is to know about the successes and failures of your competitors so that you know how to uniquely position yourself in the market.
  2. Brand Messaging Doesn’t Suit Target Audience If you can’t develop a brand message that fits with your target audience, nobody is going to buy from you. You have to learn everything about your target audience like demographics, what they like to buy, where they shop, what times of the day or times of the year do they make purchases related to your offerings, what colors motivate and drive them to make purchases, what parts of the world are they located, how does culture affect purchasing, and many more.
  3. Failed Market Study
    Effective market research needs to be obtained about how people are reacting to your brand, products, or services. Survey analysis can be obtained to further your market research and understanding, or a complex study of social media research and analysis can help you to understand how people review or perceive you in the market. If you don’t analyze feedback from your customer base, you will be making a costly mistake in your brand research initiatives.
  4. Association or Dissociation with Events and Motives Just because you want to create a product or service or build your brand around a particular design or niche space in the market, doesn’t mean it will be successful. You can’t just build and sell tablets just because iPad’s are popular, create a bottled water company because you feel people will always need to drink water, or design makeup and cosmetics because there is a popular trend in that space this year. You have to delve deeply into your brand research strategy to truly understand the reasoning behind purchasing decisions and product and service popularity.
  5. Inconsistent Corporate Identity Everything about your brand identity has to make sense, from the colors that you choose to represent your company, to the logo and fonts that you use throughout your campaigns, to the style of writing, tone and messaging that you implement to speak to and reach audiences. Everything has to remain consistent so that people understand your brand values and what you are offering them. If you fail, you could spend a lot of time rebranding and causing confusion to your audience and miss a lot of opportunities.
  6. Poor Product Packaging

    Product packaging is the first thing people see when looking at your brand, whether they are online or physically in store locations. Everything from materials, graphics, size, shape, and color all are important elements of packaging designs. You could spend a lot of money rebranding your packaging if your product performs poorly. On the other hand, you might spend money rebranding your packaging when it isn’t even necessary and have to revert back to the way it was. Effective brand research is going to help you understand the best elements and packaging designs that will help your company thrive.
  7. Making the Wrong Impression If you are selling premium services, you don’t want to use commodity branding. You will deter audiences from your brand. There is a reason why so many fast food restaurant chains use the colors red and yellow, like Burger King, MacDonald’s, Wendy’s, and Carl’s Jr., and software companies use blue and black like Intel, IBM, Apple, or Google. People associate certain attributes to particular products and designs. People won’t understand what you are offering them if you make the wrong impression. Pay particular attention to detail and use the right research and analysis to make a lasting impression that makes sense with audiences.

How Brand Research Can Help

Brand marketing research is integral to the success of organizations in the modern world. In fact, no business out there that is successful in today’s market leaves home without brand research.

Brand research improves your competitiveness, visibility, and messaging and can help your business take a strategic position in the market using proven data from effective research and analysis services. Here are some of the major benefits of effective brand research:

  • Integrated Metrics: You can see the impacts of your project decisions and forecasts with measurable and tangible results.
  • Allocate Market Spend: Understand how to make investments that will lead to successful outcomes.
  • Identify Competition: You can not only find out who your competition is, but you can find out how and why they are successful in the market, or even discover how to position your brand in areas where your competition is lacking.
  • Develop Accurate Strategies: Create informed decisions built on a foundation of research and analytics with a better understanding of market developments, pricing, and positioning.
  • Capture Target Audience: Better understand consumer behavior and create effective marketing and advertising strategies.
  • Brand Perception: Truly understand how audiences feel and react to your brand, products and services.

Effective Brand Research for Organizations Across Industries

Research Optimus (ROP) has top research and analyst specialists who are tenured in market research, business research, customer analysis, and brand research services that provide the required insights to take the appropriate steps towards building effective and long lasting business brand awareness, brand marketing, and positioning strategies. Apart from services like market research, product research, and risk analysis, contact our team today to jump start or further advance your journey into brand research and obtain the targeted insights you need to avoid branding mistakes.

By: https://www.researchoptimus.com/

.

Decision Analyst

An introduction to brand strategy, and the tangible and intangible elements that make up a brand. And a brief discussion of the questions of to ask in order to focus and improve your brand strategy. Learn More: https://www.decisionanalyst.com/servi…

.

More Contents:

ROI Focused Digital Marketing Agency in Kolkata, India http://www.digitale.co.in – Today[…] Brand Marketing Strategy Project Launch Omni-Channel Identity E-Commerce Roadmap for Customer Acquisition FMCG […]0

What Makes A Successful Brand? – Aepiphanni Business Consulting aepiphanni.com – Today[…] We currently live in a time when business is shifting over from product marketing to brand marketing […]0

HOT JOBS & COOL JOBS: MARKETING MANAGER 4 SUNNYVALE CA USA http://www.e-physician.info – Today[…] Apply Now>> 19 Senior Brand Marketing Manager Fremont, CA, USA We are looking for a Senior Brand Strategy Manager with a proven trac […]  A minimum of 4-6 years of marketing experience (at least 3 years in brand marketing in grocery/food  […]N/A

Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups | First Round Review firstround.com – Today[…] g PR, brand marketing), but the lanes outlined above are the only reliable paths for long-term and sustainable busines […]3

trivago N : Q4 2020 Shareholder Letter | MarketScreener http://www.marketscreener.com – Today[…] likely return to travel at different points in time, we believe that we will need to implement a brand marketing strategy that is more granular in approach in order to more efficiently target our customers an […]0

02/11/21: Call of Duty League locked in a deal with USAA http://www.cynopsis.com – Today[…] Associate Manager, Brand Marketing WB Games Burbank CA https://careers […]N/A

Product Marketing Manager http://www.aplitrak.com – Today[…] to ensure product marketing needs are represented in content marketing, digital marketing, PR and brand marketing plans […]0

HOT JOBS & COOL JOBS: COPYWRITER PERFORMANCE MARKETING US NEW YORK NY USA http://www.e-physician.info – Today[…] Apply Now>> 17 Brand Marketing Lead / Content Manager New York, NY, USA You will also be responsible for working with designers […]N/A

It’s never too late to innovate | The Content Mix veracontent.com – Today[…] Lim Maravillas, global head of marketing enablement and Bernardo Lemgruber, head of content and brand marketing, join Shaheen Samavati today to discuss the history of the company and their recent evolutions […]0

Consumers increasingly seeing the benefits of rechargeable batteries, finds Panasonic – http://www.retailtimes.co.uk – Today[…] are looking for The global pandemic has changed the way people shop, explains Vicky Raman, brand marketing manager – Panasonic Energy Europe […]3

What is growth marketing? | Positive Hüman http://www.positivehuman.co – Today[…] when you think about the difference between growth marketing and traditional marketing strategy (brand marketing, for example). Traditional marketers are usually doing some kind of brand marketing […] ) Brand marketing is useful once a company has product market fit; is in a traditional industry; or is selling t […]N/A

HOT JOBS & COOL JOBS: DIRECTOR SAN ANTONIO TX USA http://www.e-physician.info – Today[…] If you are a Manager or Director with Brand Marketing experience  […]N/A

Pegula Sports Jobs http://www.teamworkonline.com – Today[…]   Qualifications Experience working in brand marketing (sports and entertainment experience a plus but not required) […]3

HOT JOBS & COOL JOBS: STRATEGIC MARKETING DIRECTOR DENVER CO USA http://www.e-physician.info – Today[…]  Drive strategy and execution of brand marketing initiatives through video content storytelling  […]N/A

Hyatt Announces Hyatt Loves Local Initiative in Support of Local Small Businesses http://www.newsexperts.in – Today[…] opportunity to support local communities,” said Amy Weinberg, senior vice president, brand loyalty, brand marketing and consumer insights, Hyatt […]2

HOT JOBS & COOL JOBS: MARKETING DIRECTOR BATAVIA IL USA http://www.e-physician.info – Today[…] Apply Now>> 28 Brand Marketer – Direct Sales Wheaton, IL, USA Brand marketing and assisting our sales and marketing team * Using proven methods to connect with  […]0

HOT JOBS & COOL JOBS: MARKETING OPENINGS ELIZABETH NJ USA http://www.e-physician.info – Today[…] * Partner with creative and brand marketing team members to  […] Apply Now>> 15 Brand Marketing Director New York, NY, USA Reports to the Senior Director of Marketing and Communications […]0

HOT JOBS & COOL JOBS: BRAND MARKETING ASSISTANT HOBOKEN NJ USA http://www.e-physician.info – TodayFIND THE PERFECT JOB! keywords location distance 1 Brand Marketing Director New York, NY, USA The Director of Brand Marketing works in close collaboration with the Programming team, Director of  […] Apply Now>> 2 Brand Marketing Lead / Content Manager New York, NY, USA THE ROLE We are looking for a Brand Marketer to lead th […] Apply Now>> 3 Brand Marketing Assistant Hoboken, NJ, USA The team leads the design, planning, and implementation of nationa […]N/A

HOT JOBS & COOL JOBS: MARKETING MANAGER CLEARWATER FL USA http://www.e-physician.info – Today[…] Apply Now>> 6 Brand Marketing Manager Saint Petersburg, FL, USA Brand Marketing Manager – Kingpin Tattoo Supply FLSA Status: Exempt Reports To: Kingpin Tattoo Supply Genera […] Kingpin Tattoo Supply General Manager EEOC: Mid-Level Officials and Managers POSITION SUMMARY: The Brand Marketing  […] Apply Now>> 36 Marketing Account Coordinator – Brand Marketing GURU Clearwater, FL, USA Marketing, client relations, sales, advertising, management) * Exceptional […]N/A

HOT JOBS & COOL JOBS: BRAND DIRECTOR MUSIC CATEGORY FORT LAUDERDALE FL USA http://www.e-physician.info – Today[…]  Brand Marketing and Sales team for the Beverage Appliance category in the Appliance & Cookware  […]N/A

HOT JOBS & COOL JOBS: MARKETING MANAGER LOS ANGELES CA USA http://www.e-physician.info – Today[…] Apply Now>> 3 Brand Marketing Manager Los Angeles, CA, USA The Brand Marketing Manager is responsible for leading brand and product marketing strategy/activity across all owne […]N/A

HOT JOBS & COOL JOBS: EVENT MANAGER TRAINEE MARKETING PROMOTIONS SANTA ANA CA USA http://www.e-physician.info – Today[…] Apply Now>> 15 Brand Marketing Manager Irvine, CA, USA Planet Technology is seeking a Brand Marketing Manager on a contract to hire basis, with a  […]  Brand Marketing in cultural development, promotions and key partnerships to execute culturally  […]N/A

Breakfast w/ Brand, Marketing & Comms Specialists http://www.joinclubhouse.com – TodayThursday, February 11 at 8:00am GMT with Brett Goldhawk, Dominic South, Marc Elmer, Annica Wainwright, Jessica Wicks, Sonya Gonzalez Mier, Shelley Harrison, Isabel Lydall, Paul Doran, Richard Medley, Fran Bridgewater, Leonie Jackson, Nick Raeburn.N/A

HOT JOBS & COOL JOBS: DIGITAL MARKETING MANAGER TAMPA FL USA http://www.e-physician.info – Today[…] Apply Now>> 12 Brand Marketing Manager Saint Petersburg, FL, USA […] Apply Now>> 35 Marketing Account Coordinator – Brand Marketing GURU Clearwater, FL, USA Marketing, client relations, sales, advertising, management) * Exceptional […]N/A

Uber Technologies (UBER) Q4 2020 Earnings Call Transcript http://www.fool.com – Today[…] like Europe, we are continuing to lean into delivery opportunities, including with incremental brand marketing spend, customer acquisition spend, as well as investments in our growing grocery and other ne […]1

Race Ahead CLE | Promotional Products and Apparel | Brand Marketing | Anaheim, CA – Home http://www.promoplace.com – TodayRace Ahead CLE. Best selection of promotional items, apparel and corporate gifts. Let us earn your business with our 1st class service and low prices.3

Enterprise Content Strategist at Citizens jobs.citizensbank.com – Today[…] cost and resource availability Lead paid social media content marketing efforts for community and brand marketing programs and partners closely with social distribution teams to ensure successful execution o […]N/A

Kelly Linkous (she/her) on LinkedIn: Build Your Career with Confidence. http://www.linkedin.com – Today[…] RealSelf is seeking a Director of Marketing Strategy to define and deliver our Consumer and Brand marketing strategy and OKRs […]0

HOT JOBS & COOL JOBS: DO YOU LOVE STRETCHING OTHERS…SO DO WE! LIVINGSTON LIVINGSTON NJ USA

How Global Brands Can Build a Successful Local Brand Experience

One of the most noteworthy consumer trends to come out of Covid has been the shift in focus to community-based shopping. Of course, e-commerce has experienced a major surge, but many consumers are now searching online for shops and services in the local area to find what they need, especially as daily commutes are no longer the norm and people are avoiding unnecessary travel.

In addition to convenience, consumers want to support local businesses, as well as the communities in which they live. Shopping local isn’t just about frequenting small businesses, though. Big brands such as Marks & Spencer, Halfords, and Currys PC World are also thriving at the local level because they have a neighbourhood presence and are well-known, trusted brands that have, at least historically, conducted business predominantly offline.

But in the race to win the attention, and business, of these bricks-and-mortar shoppers, businesses must ensure their ‘Near Me’ Brand Experience (NMBX) – consisting of all the touchpoints along the customer journey from online ‘Near Me’ search to offline purchase – is meaningful and positive across multiple channels. Not only that, for global brands and multi-location businesses, this also means engaging with consumers at all levels, whether country, regional, or local.

While many companies manage these communications well at the global level, they often fall down when it comes to building positive relationships with customers at the local level.

Current research shows that around half of Google searches have a local intent, with consumers searching for products and services ‘Near Me’.  But consumers aren’t just searching for local store options. They are turning online to plan their journeys, evaluate local store reviews, and engage with brands directly through social media.

It appears that global brands have started to become aware of the ‘Near Me’ Brand Experience (NMBX) and its importance in their brand strategies, with Gartner’s recent 2020 Spend Survey of CMOs revealing that the most important brand metric for 2020 is brand health – namely, what consumers know and think about a brand.

The challenge for brands has always been that the bigger the brand – and the more locations there are to manage – the more difficult it is to maintain the quality and consistency of the customer experience. To create a memorable NMBX, brands must implement the right multilateral communications strategy that ensures the online to offline customer experience is uniform at the global, regional and local levels.

Create an outstanding NMBX

Global brands tend to have their business information and reputation management under control at the global, and sometimes even at the regional level, but this is often not the case at the local level.

This can be the result of organisational silos, where different levels of the organisation don’t share plans, goals, and processes with each other, or due to a simple lack of strategy and resources applied to actively manage the brand experience from top to tail.

The first step for brands to create a successful NMBX is to identify key stakeholders at the global and regional levels to lead the initiative. This project can then be owned at the global level by a single senior marketing lead – CMO or Head of Digital. Limiting key participants tends to generate better outcomes and more efficient project implementation, while still allowing for cross-departmental cooperation.

Develop brand trust through data accuracy

One of the most overlooked, yet vital, aspects of brand trust comes from consistent data quality. Especially now, consumers are searching online for the most accurate and up-to-date information on location, opening hours, and more.However, as local information is constantly changing depending on an outlet’s location, brands need to be able to manage all changes promptly and centrally. This means updating local level data directly via a master data system, or single source of truth, so it can be kept up-to-date across a brand’s entire directory ecosystem. If done right, this will increase visibility in search engines, increase trust and positively impact customer reviews.

When it comes to data accuracy, brands are facing a particularly difficult challenge, as operating restrictions during Covid vary not only country to country, but between regions and even neighbouring cities. Just like the UK, changing government guidelines meant McDonald’s Germany needed to update their opening hours on an almost daily basis. Because local store managers are always the first to know when key business information changes, they empowered them to log in to their in-house master data management system, powered by Uberall, and update the information quickly. This meant that McDonald’s could quickly and efficiently manage data for their almost 1,500 locations in Germany. As everybody was working from a centralized data management system, they were able to stay agile and consistently provide online store information that customers could trust.

For global organizations, ensuring data accuracy across each and every location is no easy feat. But doing so is essential to build and maintain global brand trust amongst local consumers and drive foot traffic.

Strengthen brand health through reputation management and social media

Another key aspect of brand experience is consumer engagement via online reviews and social media. Managing local reviews and engaging on social media effectively can pose unique challenges, as it can be difficult to know who should be engaging with local customers and how to do so at scale, whilst still maintaining brand ethos and identity.

However, online reviews and social media are golden opportunities for brands to interact with consumers the most directly, and, if well-executed, are a crucial way to turn those interested consumers into customers and advocates.

Depending on their aims and goals, brands can manage brand reputation and social media entirely at the global level, or choose to empower local owners/operators with more independent control. Regardless of the strategy, given the breadth and sheer volume of online reviews and social media interactions, a manual approach simply isn’t feasible.

Instead, brands can use digital solutions to manage and shape their online reputation and customer engagement, allowing corporate control but providing local teams with access to online interactions as needed. By utilising a platform that makes it easy and simple to respond, backed by clear guidance and communication about core messaging, brands can make certain that their brand experience is consistent and compelling from global to local.

Conclusion

Today’s commercial landscape calls for a modernised approach to brand experience. Brands that are able to utilise the right technology tools, processes and feedback loops will be able to achieve an outstanding NMBX for consumers at hundreds, and even thousands, of locations.

While global brand reputation will always be important, when it comes to fostering growth, brands must also focus on improving the brand experience at the individual store level. After all, no matter how good a brand is at creating an image of quality, consistency, and trust, if a customer’s experience doesn’t match that promise, they won’t be a customer for long.

By Paul O’Donoghue

.

Brand Master Academy

Learn what brand experience is to design a journey that leads to the successful outcome your brand offers. —————-FREE BRAND STRATEGY RESOURCES——————– // PRO BRAND STRATEGY BLUEPRINT Download your FREE Pro Brand Strategy Blueprint here: https://brandmasteracademy.com/brand-… Step-by-step brand strategy development process // BECOME A BRAND STRATEGIST Take a FREE look inside our flagship training Brand Master Secrets – All you need to level up to brand strategy and become a brand strategist. https://brandmasteracademy.com/brand-… Our flagship training “Brand Master Secrets” has everything you need to become an in-demand brand strategist, raise your expert profile, and grow your branding revenue and business. // BRAND MASTER ACADEMY Brand Master Academy is where brand builders go-to for actionable tips and techniques to, Learn Brand Strategy, Help Their Clients On A Higher Level, Raise Their Expert Profile & Branding Revenue. —————- LEARN BRAND STRATEGY IN THE COMMUNITIES ——————– // BRAND MASTER ACADEMY ON SOCIAL Instagram – https://www.instagram.com/brandmaster… Facebook – https://www.facebook.com/pg/brandmast… Linkedin – https://www.linkedin.com/in/stephen-h… Youtube – https://www.youtube.com/channel/UCBFW… Twitter – https://twitter.com/BrandMasterAcad // JOIN THE FACEBOOK COMMUNITY https://www.facebook.com/groups/brand… Join in the conversation with other experienced and budding brand strategists to enhance your brand building systems. // EXCLUSIVE TIPS & TECHNIQUES https://brandmasteracademy.com/subscr… Get on the list for exclusive brand strategy tips and techniques —————- LISTEN TO THE BRAND MASTER PODCAST ——————– The Brand Master Podcast is a show specialized in helping professional brand builders and entrepreneurs to build brands using strategy, psychology, and creative thinking. [Two Shows Per Week] https://brandmasteracademy.com/brand-… About This Video: By the end of this video, you’ll understand what brand experience is, the role it plays in raising brand awareness, and converting prospects into clients. First, we’ll look at some of the terms that are often confused with brand experience and how they differ including experiential branding and brand activation. Next, you’ll discover what brand experience is and the ecosystem of touchpoints that contribute to it. Then we’ll uncover the misconceptions of what brand experience is not and understand why brand experience is so important in building modern brands. Finally, we’ll dive into what brand experience design is and take a look at a brand experience example in the form of Nespresso. 0:00 What Is Brand Experience? 1:21 What Is Brand Experience 2:24 What Is Brand Experience Is Not? 2:53 Why Is Brand Experience So Important? 4:30 WHat Is Brand Experience Design? 5:42 Example Of Brand Experience – Nespresso

These Are The 5 Brands With The Most Complaints For Their Online Service, According To Profeco

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

  • Whirlpool.
  • Walmart.
  • Liverpool.

“You already exhibited us!” as the meme would say. Undoubtedly, online purchases have increased in 2020. The circumstances presented by the COVID-19 pandemic have prompted consumers to purchase their products via the web.

In this context, the Federal Consumer Prosecutor’s Office (Profeco) registered 227 complaints from users who asked to make valid the guarantees of purchases they made through online platforms.

5 out of 10 companies in Mexico are doubling their growth on the Internet, and 2 out of 10 register growths greater than 300% in the volume of online sales, according to a study carried out by the Mexican Association of Online Sales (AMVO).

But, despite this growth, many of them have had problems meeting the needs of their customers in this channel and although 9 out of 10 complaints were adjusted, Profeco released the five brands with the greatest dissatisfaction by consumers , among which are:

  1. Whirlpool, with 27.
  2. Walmart, with 17.
  3. Liverpool, with 9.
  4. Samsung Electronics, with 7.
  5. Best Buy, with 6.

All of the annoyances were related to purchasing faulty or non-working products online. Faced with this situation, Profeco explained that it is necessary to verify the information offered by the sellers, as well as the product policy and if it received the order form to verify the characteristics of the merchandise.

If you do not get the product that the online store offered you or the documents mentioned above, you will be entitled to a replacement, a refund of the money or a bonus of no less than 20% of what you paid. On the other hand, if it is broken or has flaws, you should check that the warranty protects the item from damage.

By: Entrepreneur en Español

.

.

How to Build a Brand That Contributes to a Greater Cause

Having a greater cause behind your brand matters — not just for consumer perception of what your brand does, but for your ability to do good in the world. A social impact edge isn’t for every company, but when you give back or align your brand with helping the world, people notice. Research from Zeno’s 2020 Strength of Purpose reported that when consumers perceive that a brand or company has a strong purpose, they are six times more likely to defend or protect the company if there’s ever a misstep. They’re 4.5 times more likely to recommend it to their friends and family and become a champion behind it. 

But despite this research, Carole Cone on Purpose shared that only 24 percent of their business respondents reported having a purpose embedded in their business. And while it’s true that you shouldn’t add purpose or social impact for the sole purpose of resonating more with consumers, it is important to assess: What does my brand stand for? How do we help the world? How can I connect my profit with a greater purpose? Here are some things to consider in that assessment. 

Related: 9 Social Impact Models That Entrepreneurs Can Learn From

1. How can your product truly help others?

Sure, your product is a great help to customers — that’s why it’s doing well. But there’s a deeper consideration here. Can you extend the use of this product to those who need it most? This is similar to the TOMS model of thinking, where one pair of shoes is donated for every pair purchased. The shoes “help” the customers that buy them. But even more so, on the social impact end, they help underprivileged children internationally who don’t have shoes. 

Another powerful example of an entrepreneur using their services for good is real estate developer Christopher Senegal, who is tackling gentrification in a Houston neighborhood called Liberty Square. “Gentrification is always a sensitive topic in neighborhoods that are changing,” Senegal shared via email. “I’m facing the topic head-on. Not by protesting or trying to stop it but instead, identifying ways to be involved in the process.” At 33, he began developing middle-class townhouses in the neighborhood when he saw the development patterns in surrounding areas. 

“I realized that doing so would keep the culture of the community intact while improving the neighborhood and increasing tax dollars, which would improve schools,” he shared. “I made it a point to not only bring those that are originally from the area back from the suburbs but also only hire from the neighborhood and build a team of successful African American professionals around me. My construction team, realtors, preferred lenders, insurance agents and inspectors are all from the community.” 

Related: How Can Social Entrepreneurs Sell a Product While Promoting a Cause?

2. How can you raise awareness about causes that matter?

Your social media or ad campaigns are an ideal opportunity to show what it is that you stand for. For example, P&G created an ad campaign called “We See Equal,” which made its stance on gender equality in the workplace clear. However, they walk the talk, too — 45 percent of P&G’s managers and a third of their board are women. Make sure to put your money where your mouth is, and go beyond the ads and social media posts to show how you’re actually trying to make a difference.

Kris Ruby of Ruby Media Group recently posted an article about brand activism and how consumers are now “voting with their dollar.” Simply put, “consumers expect more from brands nowadays.” This should include actions such as using brand awareness for positive impact, participating in social movements and displaying brand values proudly on websites. 

Related: Cause Marketing Matters to Consumers

3. How can you implement social advocacy within your business model?

How you do business matters, too. Just like your ability to walk the talk alongside raising awareness is so critical, you need to make sure that every step of your business practices aligns with your purpose. An example of this is the online clothing company Everlane, which is working to improve transparency about how they make their clothes and even the details behind how they determined the prices. They do this by sharing “behind the scenes” footage of their factories and production processes, and the exact costs involved in making each piece of clothing. 

With unjust conditions in many international garment factories, a stand like this proves Everlane’s commitment to the cause and their desire to raise awareness about the right way to do things. This may seem hard to implement if your business model has already been running like a well-oiled machine, but consider little things you could do like banning unpaid internships because they’re inherently exclusive for those with socioeconomic disadvantages or ensuring that your products are cruelty-free and proving it to customers. They’re watching how you do everything you do. Prove they can trust you to abide by your greater cause.

Ultimately, these questions should lead you not to what your customers most want your brand to stand for, but what you as a founder deeply care about. How can you prove this through your business? There are countless ways — and you don’t have to be a social impact business to begin.

By: Jennifer Spencer / Entrepreneur Leadership Network VIP

More from Entrepreneur

Sign up now to Entrepreneur Press: Book of the Week

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else. Sign Up Now

Jumpstart Your Business with Entrepreneur Insider

Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level. Join Now

From business to marketing, sales, design, finance, and technology, we have the top 3 percent of Experts ready to work for you. Join the future of work and learn more about our Expert solutions! Learn More

Related Books

Career Rehab

Buy From

Napoleon Hill’s Success Masters

Buy From

Elephants Before Unicorns

Buy From

Stress-Less Leadership

Buy From

Entrepreneur Voices on Company Culture

Buy From

Entrepreneur Voices on Strategic Management

9 Social Impact Models That Entrepreneurs Can Learn From

Social Impact

This Jewelry Company Is Using the Power of Words to Change Lives

Gallagher

Benefits benchmarking report data for your 2021 planning

By Gallagher Social Impact

A Lyft Executive Says These 3 Things Will Help Your Business Make a Positive Social Impact

US Bank

3 Steps to Keeping Your Business Safe from Fraud

By US Bank

Four Years of Digital Transformation In Four Weeks: UK Lockdown Puts Pressure On Brands To Digitally Deliver

1

Nearly a third (32%) of consumers would switch providers if a brand’s website is unavailable for more than 24 hours

A study released today reveals the scale of omni-channel pressure brands now faced as a result of the Covid-19 pandemic, as consumers flock to apps and websites to as the priority destination to transact with brands.

The UK has experienced a huge leap in use of online services thanks to lockdown, with the public appearing to have less concern for the availability of a brand’s physical location. Research by Sungard Availability Services (Sungard AS) uncovers a “window of availability” that UK businesses now have before consumer loyalty changes:

  • If a brand’s website is down for 24 hours – 32 percent of consumers would switch provider
  • If a brand’s app is down for 24 hours – 28 percent of consumers would switch provider
  • If a physical store is closed for 24 hours – 20 percent of consumers would switch provider

The results by industry paint an interesting picture of the availability timeframes brands are expected to adhere to:

  • For online retailers, excluding grocery retailers – 23 percent of consumers would switch provider if they could not access online services for 12 hours, rising to over a third (34 percent) after 24 hours
  • For financial services and entertainment streaming platforms – 21 percent of consumers would switch provider after 12 hours, rising to 33 percent after 24 hours
  • In the case of online grocery shopping – 20 percent would switch provider after 12 hours, rising to one third 33 percent after 24 hours

The findings also highlight that as digital reliance increases, so will consumer expectations towards availability in the future. Over the coming two years, a third (33 percent) of consumers expect online financial services to always be available, rising to 35 percent for streaming services.

“UK consumers have become reliant on the constant availability of online services, and lockdown has only served to heighten this,” comments Chris Huggett, SVP, EMEA at Sungard AS. “What used to be a choice between physical and digital has now firmly accelerated into digital environments across various industries. As online worlds continue to outpace bricks and mortar as the face of businesses, ensuring constant availability and clear communications on downtime will be key for brands to build trust and loyalty.

Source: Global Banking & Finance

financecurrent3

Whether you’re a bitcoin trader or new to the market, you can buy, sell, and trade cryptocurrency without identity confirmations in EUR , USD, and other major currencies. We service clients globally, including Australia, the United States, Singapore, Canada, New Zealand, and Europe.

Are You Going to Ignore Voice Marketing or Leverage It To Rake In a Staggering FREE Buyers For Your Business

Getting your content onto Amazon Alexa is equivalent to using Twitter in 2006 or Instagram in 2010. There’s more opportunity available than any one business can handle! Think of Alexa and voice-first marketing as a “land grab” for marketers equivalent to Thomas Jefferson purchasing the Louisiana territory for 3 cents per acre.

Flash briefings are short, informative pieces of recorded audio containing news, tips, advice, round ups or how to information on any topic. Simply ask “Alexa, what’s the news?” or “Alexa, play my Flash Briefings” and your device will play your flash briefings while you’re waking up, having breakfast, taking a shower, or relaxing at home…

without reading blogs, emails, social media or running Google searches! What if you could create your own Flash Briefings and have new listeners (and your current audience) find them in the Alexa App? With your own Alexa channel and Flash Briefing Skills in the Alexa store, people can add it to their device and start receiving your audio content in just hours from now.

If you have a product or service that people want, then Flash Briefings will put you in front of your dream audience, without any of the usual competition.The best part?In addition to educational tips you can inform your listeners about special promotions, affiliate products, daily-deals, and lead them to any webpage to build your list and make money.

The 30 Second Money Tip is a Flash Briefing Skill that previously failed to generate leads as a Podcast and blog. But, it got 100,000 downloads in its first 8 months as a Flash Briefing Skill…

reaching 1000 people a day, in their homes, on autopilot!

In the past, you’d have to pay BUCKETS of cash to reach this number of people on Facebook, Google, LinkedIn or Instagram each day.

It would take you months to build an email list of 1000 people and only 20% of them would even open your emails!

Your rapid shortcut to creating and publishing traffic-getting,
sales-creating Alexa Flash Briefings…

… without any coding, ever! Skilexa is a cloud app that allows you to build an audience using Alexa  faster and easier than ever, with zero coding. Begin uploading content to Skilexa to make into a Flash Briefing to send to Amazon. These can be short, helpful tips in the form of text paragraphs, audio snippets and more. The best part is, you don’t need to create the content from scratch. Curate text or audio from previous blog posts, podcasts, and more using built-in content creation tools inside the app.

Easily double your Google page speed score with this ultimate caching plugin! Page load speed is a CRUCIAL factor when determining how well your page converts and this super easy-to-use software will do just that. Help your clients take advantage of this and get more customers to their business with Facebook reviews and this amazing software.

Source: https://skilexa.co/yes3/?aid=1

The Integrated Marketing Organization: How to Lower Waste, Increase Collaboration, and Turbocharge Performance – NewsCred

1.jpg

Integrated marketing — possible now more than ever because of technology — is the solution to many of the challenges facing marketers today. The old established marketing models have broken-down, there’s mounting revenue pressure and scrutiny on marketing investments, and there’s a laser focus on minimizing risks and maintaining security, especially in the new era of GDPR………

Read more: https://insights.newscred.com/ebook-the-integrated-marketing-organization/

 

 

 

 

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

Steve Jobs’ Amazing Marketing Strategy Must Watch – Evan Carmichael

Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world. * Join my BELIEVE newsletter: http://www.evancarmichael.com/newslet… Transcript: To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.

Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe. But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back! The way to do that is NOT to talk about speeds and fees.

It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows. The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product. But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike.

Remember, Nike sells a commodity. They sell shoes!!! And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles. What does Nike do in their advertising? They honor great athletes. And they honor great athletics.

That’s who they are, that’s what they are about! Apple spends a fortune on advertising — you’d never know it….you’d never know it! So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired Chiat\Day, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).

And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?” And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases. But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!

And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways. And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do! And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value! A lot of things have changed.

The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that. But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today. ENGAGE *

Subscribe to my channel: http://www.youtube.com/subscription_c… * Leave a comment, thumbs up the video (please!) * Suppport me: http://www.evancarmichael.com/support/ CONNECT * Twitter: https://twitter.com/evancarmichael * Facebook: https://www.facebook.com/EvanCarmicha… * Google+: https://plus.google.com/1084697716903… * Website: http://www.evancarmichael.com EVAN * About: http://www.evancarmichael.com/about/ * Products: http://www.evancarmichael.com/zhuge/ * Coaching: http://www.evancarmichael.com/movement/ * Speaking: http://www.evancarmichael.com/speaking/

 

 

 

 

Your kindly Donations would be so effective in order to fulfill our future research and endeavors – Thank you

 

 

%d bloggers like this: