Brand Name
Tips & Advice to help you make your decision on Brand Name
When it comes to purchasing anything, whether it be food, clothing or cars, typically people put more stock into buying something that is of a specific name brand because they believe it to be of better quality than something that is made by an unknown company. For example, many foods have a brand name versions and a generic version, even though both are essentially the same exact food, containing exactly the same ingredients, the brand version costs much more than the generic version. Because of this price difference, people assume that the food is made from lower quality ingredients even though this is typically untrue.
If you want to learn more about why people believe that brand name items are of a higher quality than no-name or generic items, even though they are exactly the same items, then you have come to the right place. Business.com offers a wealth of valuable information from which you can learn all about brands, the manufacturers that make the items, and why they are similar but so very different, in addition to learning about why consumers see the items differently. Click the links on the left to find your way through the psychological intrigue that is the brand dilemma.Developing a Business Brand
No business is too small to develop its own brandBy Daniel Kehrer, Founder & CEO BizBest Media Corp. Branding — a hot business buzzword in the '90s — has come front and center again. Small businesses are rediscovering that branding is a surefire way to make or break a product or service, and the company that produces it. Every business can benefit from branding, right down to the independent contractor working alone. It's becoming increasingly vital to keep up. Buyers — either business or consumer — have shorter and shorter attention spans. Entrepreneurs must constantly recharge existing brands and devise new ones. Branding and marketing go together. Says branding guru Laura Ries, of the marketing firm Ries & Ries, "If you can build a powerful brand you will have a powerful marketing program. If you can't, then all the advertising, fancy packaging, sales promotions and PR in the world won't help you succeed." Three keys to power-branding:
- Effective branding combines Web and off-line elements. It is much more than a customer's reaction to your name or logo. It's the customer's total experience with you, your product or service.
- Think what you sell can't be branded? Think again. Almost anything can be branded, including you, personally.
- The Web is the only interactive mass medium, so take advantage of it. Use interactive features whenever possible. The future belongs to the up-and-coming businesses that do the best job of building their brands on the Internet.
Discover your own brand
Dive into a world of branding advice and information on the Web.
Try: Don't be fooled by the regional name Texas Advertising. This site from the University of Texas Department of Advertising has some terrific stuff – including a long list of sites and other info on Brands and Branding. Brandchannel.com from Interbrand, calls itself the world's only online exchange about branding. It has grown to become a valuable resource to a growing base of subscribers and other readers.
Sign on with a brand development company
If you have the budget for it, brand consultants can help establish your brand and make it stand out above the crowd.
Try: Brand development companies: Ries & Ries, Marshall, BrandMarken, and Hanon McKendry. Download a free branding booklet from Boscobel.
Gain insight into the world of brands
The Brand Show, on radio and the Web, offers insight into the world of brands. Through bits and pieces of branding wisdom and a complete lack of preparation, the show dives head first into exploring the brands people love, hate and love to hate.
Try: Check The Brand Show site for details. The Origin of Brands Blog by brand expert Laura Ries is worth a look.
Check out the future of business branding - and the past
The "rules" on branding are always changing.
Try: Martin Lindstrom is one of the savviest branding experts around. Request his free newsletter on branding. Branding books and DVDs for sale in the Brand Education Center. Adaholic can show you some of the classic branding campaigns of the past.
Build your brand with promotional items
Promotion items are all about gaining exposure for your brand.
Try: Branders.com is the world's largest online seller of promotional items for branding a business.
Get a business logo you can brand
One of the key pieces of your brand might be your business, product or service logo.
Try: LogoWorks can design and delivery a custom logo fast, and at an affordable price.
- The best brands tend to tap emotions and appeal to a person's natural need for involvement.
- Strive for simplicity. Too much information confuses your brand message.
- Be original in identifying your brand identity - the thing that sets you apart. Hint: Not quality or service. Everybody does that!
- Be consistent with your brand's look, feel and message whenever and wherever they appear.
- Avoid trying to be overly "cool" or in-the-moment. Too hard to sustain. The brand must be relevant, but long term.
- Base your brand on your customers' needs. Don't know them? Ask your customers.
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