Archive for the ‘Articles’ Category
Thursday, September 18th, 2008
Experts urge small business owners to "brand" their businesses with a logo and a set of consistent marketing materials. But they rarely explain the reasons behind this advice. Below are some of some of the benefits of having a professionally designed logo and identity system.
To attract more clients
Some clients look for a ...
Posted in Articles | No Comments »
Tuesday, February 19th, 2008
The 22 Immutable Laws of Branding by Al and Laura Ries is a fantastic book with principles that are easily understood and applied to any business. It's an easy read (about 2-3 hours) and through the many examples offered to support the principles they teach, the Ries' offer a wealth ...
Posted in Articles | No Comments »
Monday, February 18th, 2008
One of the United States’ largest chain of discount stores, Kmart filed for bankruptcy on January 22, 2002. The action came after poor Christmas sales and the company’s inability to pay its major suppliers. The bankruptcy filing was viewed by the US business media as the culmination of a series ...
Posted in Articles | No Comments »
Monday, February 18th, 2008
Focus & Differentiation are the two most important concepts in brand design. Here's a few guidelines:
By definition, a brand is not for everyone – therein lies its power.
The more specific your brand’s promise is, the stronger your brand’s equity will be.
Ideally, the brand tells a story that is ...
Posted in Articles | No Comments »
Monday, February 18th, 2008
One Mission. Your Image.
The fact is, most small businesses do not have a recognizeable and memorbale presence. In their book The 22 Immutable Laws of Branding, Al and Laura Ries write
"One of the fastest routes to failure is giving a brand a generic name. The problem with a generic brand ...
Posted in Articles | No Comments »
Monday, February 4th, 2008
Branding is the science and practice of differentiating your business from your competitors. Just like the metal branding iron is used to allow your horse to be recognized among the rest of the herd, so too must your business’s brand set you apart. Although your name and logo are important ...
Posted in Articles | No Comments »
Monday, February 4th, 2008
A great deal of information (and misinformation) exists around the notion of brands and branding, but I have found that the essence of a brand can be distilled down to three simple concepts. Understand these concepts and you’ll become a branding expert. Consistently reinforce them throughout your organization and you’ll ...
Posted in Articles | No Comments »
Monday, February 4th, 2008
It doesn't get much more basic than this. These ten principles, when followed consistently, deliver clear and powerful brands.
1. Focus on what your business achieves for its customers. Your brand is no good to you if it isn't delivering what customers want.
2. Take ownership of your brand. Pay attention to ...
Posted in Articles | No Comments »
Monday, January 28th, 2008
Branding 101 – Why should I brand myself? Branding makes you memorable.
Forty percent of people better remember what they see than what they hear or read. So having graphics associated with your business and having consistent graphics on your business materials make you more likely to come to the forefront of potential ...
Posted in Articles | No Comments »
Monday, January 28th, 2008
Branding 101 – Why should I brand myself? Branding gives clients a sense of stability.
You may not have been in business "since 1908," but if you have invested in a brand, you are much less likely to fold in the eyes of your customers. It goes a long way toward building ...
Posted in Articles | No Comments »