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11.08.2014
Your brand strategy defines what you stand for, a promise you make, and the personality you convey. Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand.
You acquire customers quickly because your prospects’ experience with you supports everything you say. You can charge a premium because your market knows why you’re better and is willing to pay for it. The market may not have a consistent view or impression of your product and company, but in general you think it’s positive. You haven’t thought a lot about branding because it doesn’t necessarily seem relevant, but you admit that you can do a better job of communicating consistently with the market. What you do, what you say and how you say it may contradict each other and confuse your prospects. Create a free account in our marketing planning and management web app for step-by-step guidance. Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life. Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers.
Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. Write positioning statements and a story about your brand; use them throughout your company materials. Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company. Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Clipping is a handy way to collect and organize the most important slides from a presentation. February 12, 2013 By DesignFollow A strong branding strategy makes it possible to communicate a message to attract the potential audience using Logo designs.
With effective Logo design you can expect a much better brand recognition and when this mission is accomplished you do not need to introduce yourself while making contact with prospects. 1) A Logo is a part of your branding strategy; this is the symbol that ensures instant and strong brand recognition, the people know about your business and the products and services you offer.
2) Once you decide to venture out for a Logo Designer, you need to know that the mission of your Logo is to present the goals and values of your company, so be sure that they are established clearly. 3) Your Logo and your brand must have a strong association but make sure that your message is capable of reflecting that message clearly. 4) A Logo is the symbol of recognition for your company, so make sure that you can use it effectively and consistently, year after year. 5) If you like to go for in-house designing for saving money, make sure that it is market-tested. 6) While developing a Logo you need to think about something that work on all your printed materials, on the store window as well as will work online; it needs to work fine in every environment so that you can do it easily whenever contacting with customers.
7) The Logos should reach out to the customers in every possible way because the more they will see it the stronger the impression it will make and the more your customers are likely to get associated with your goods or services. 8) Be pedantic when it is the matter of logo presentation and avoid unnecessary alterations. When it the matter of creating the perfect Logo Design for your company it is wise to go for professional help and get a design that perfectly represents the niche area of your company. Author: Sarah is a specialist Logo Designer who has been working in this field for the past ten years now. Key Traits of a User-Friendly Mobile App…If you want your mobile app to be a success, you have to pack it full of user-friendly features.
In Part 1, we saw that it is necessary to move beyond short-term value propositions to build brand loyalty; specifically, a contextual marketing strategy that uses industry and market drivers and influencers to build brand loyalty is the way to achieve competitive advantage. We discussed how to create a long-term sustainable alignment for your business and how to create medium-term policy-driven market advantages. In Part 2, we will describe two more strategies that harness those drivers and influencers.
One of the most difficult jobs for marketers is creating truly differentiated customer experiences. Companies make the mistake of building an experience around industrial design—rather than building industrial design around the experience.


Choosing the right experiences is crucial because selectivity shapes brand identity without risk of diluting the experience. In contextual marketing strategy, delivering the right experiences to consumers means matching the right technology drivers with the right social influencers to gain a medium-term advantage.
Foursquare merges social networking trends with location-based service (LBS) technology to create a real-time, socially connected experience.
P&G's Tide Pod product reinvigorated a category that already had 100% household penetration into a timesaving and convenient laundry experience. Redbox transformed the DVD rental experience by recognizing a market for value-driven, impulse rentals, and by putting kiosks in key distribution points. Fresh Direct merged the convenience of same-day home delivery with online grocery shopping.
The Nike+ product line infuses technology that measures athletic performance and brings the spirit of competition to customers' social networks. Targeted deployment focuses on the tactical execution, generally lasting one-year, of communicating a brand's value proposition and unlocking competitive advantages from the contextual strategies that are already in place. However, a handful of companies broke through the norm and were able to thrive early in the recession by designing marketing programs that were contextually relevant to their customers. It's critical to understand that a product's "value" to a consumer is not only the price tag but also the feeling engendered in the consumer by the purchase of the product. All go-to-market plans must meet these objectives, but also prioritize and emphasize the appropriate marketing levers. And, finally, by using the four strategies outlined in this article series, you have tools more effective than short-term value propositions, and you have the power to create lasting brand loyalty. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Brian Solis shares why great products, creative marketing, and delightful customer service are no longer enough to win customers. Presented by: Paul ChaneyIn just 10 minutes, we'll share six practical tips that will help you tap into your online community to grow your business and benefit your customers. In this 22-page guide, you'll learn how to identify the key hires to get your team started, what traits and skills to look for in your key hires, how to manage freelancers, and much more! Through eight simple to follow, well-defined steps, SmartTools: Email Campaign Planner will help you establish an effective email marketing program to gather and convert leads. Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO.
And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand.
But when you put two companies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers. In addition to generating revenue, brand equity makes your company itself more valuable over the long term. It’s easy to begin dialogue with new prospects because they quickly understand what you stand for.
A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer.
A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers.
When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right.
Such a message is able to attract target audience, build confidence in your brand and differentiates you from your competitors.
The effectiveness of a Logo lies on its ability to explain your business message and presenting it again and again until it gets penetrated to your target audience. Therefore, before creating a Logo for your company, get your brand strategy developed as without a brand strategy you can end up putting a wrong message and thus weaken your business. Your Logo needs to portray the element of professionalism and it has to be irrespective of the size of your company or business, big or small. All details including background, font type and size, font color, placement of graphical elements, should be done by creating careful style guidelines. Always choose a company after going through the Logo Design Reviews of various companies as this is where you can get a clear view of what the clients have to say about them.
She likes to impart her thoughts with her readers pertaining Logo Design and Logo Design Reviews.
Steve Jobs believed that the hardest decisions to make in designing products is not determining what a product will do but rather determining what it will not do.
In the case of Tide Pods, Redbox, and Fresh Direct, the value proposition is about speed and convenience. Optimizing each of those components requires a thorough understanding of social influencer and competitive influencer forces.


Value propositions became the norm and most companies used traditional tactics: deep discounting, value-packaging, and reducing overhead. They recognized how "value" changed in their customers' mindset—whether a $1 discount, a free meal, or simply the value of peace of mind.
At the height of the recession, Hyundai launched a unique program to address job uncertainty. By reducing the price of the "footlong" by only $1, Subway was able to create a national phenomenon that led to a 17% lift in US sales at a time when nearly all other restaurant sales declined. Families were dining out less frequently, which offered Denny's an opportunity to highlight its position as a value offering.
They reframed their existing value propositions in the eyes of their customers in ways that were contextually relevant.
He previously held positions at Toyota in product marketing as well as strategic planning and research for North America. Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers. When a Logo is not capable of fulfilling this target it’s time to strengthen your brand strategy using a new Logo for re-positioning your company.
To design the best Logo for your brand or business it is better to go for dependable Logo Design Company and to find it out the Logo Design Reviews is of great help offering you a clear idea about the of the opinions and feedback of clients.
It is important that your Logo which are to be used in all the marketing materials such as pamphlets, cardboard displays for stores, business cards, etc.
In this article she is providing us some valuable tips on winning brand marketing strategies with your Logo. When planning a vacation, we first choose a destination (the experience) and then construct our itinerary around it. The Hyundai Assurance program enabled customers to return any new Hyundai leased or financed in 2009 if they lost their job within one year.
It nailed a marketing program that was contextually relevant for consumers who were both value-conscious and health-conscious. Its timeliness also built positive associations with the Denny's brand, especially during a time when "corporate greed" was top news in the media. Think about how your customers see "value," not solely relative to your competitors but also relative to their environment.
Execution must have a "stickiness" factor that helps customers sort through the cluttered product category by building top-of-mind awareness for your brand. Optimize the marketing mix to ensure your brand is brought to market in the most efficient way to drive demand. Content marketing is harped about extensively but a majority of marketer do not realize that content is zero without context. If you want to capture significant market share, start with a strong brand strategy or you may not get far.
A Logo is a part of brand strategy and with a carefully designed Logo you can go further to leave a positive impression on your business. Today, products cannot rely solely on industrial design attributes for competitive advantage. Companies must think about the "destination" as the experience for customers, and build brand cues (styling, features) to create that experience. All of these companies discovered how to harness their products' experiential attributes to strengthen brand engagement and loyalty.
The company recognized that consumers sought value that extended beyond price, specifically the need for peace of mind during uncertain times.
This is where experience-driven comparative advantages are made use of and the value proposition is communicated.
The ability to encapsulate marketing around an experience rather than a product is key to marketing success in the current state of affairs. This is the graphical symbol that represents you and your business and gets associated in the minds of the customers. Make sure that your professionalism is maintained in each and every place by portraying a well designed Logo.
Although auto industry sales declined a staggering 21% in 2009, Hyundai increased its sales 8% and its market share 40%. A slip in Logo presentation means a slip in professionalism and it is sure to leave a negative impact on the potential customers.



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