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A
brand
First:
A brand is not a logo. A logo is not a brand. A
logo is short for Logotype, design speak for a trademark
form of a custom-lettered word or mark. Second:
A brand is not a corporate identity system. Finally,
a brand is not a product.
So,
what is a brand?
A
brand is a concept shared by society to identify
a specific class of things. While companies can
not control the process, they can influence individuals
associations by communicating the qualities that
make a product or service different than the others.
A
brand is an individuals very personal association
or concept of their ideal product or service. A
brand is defined by individuals, not companies,
markets or general public. Each person creates their
own version of their association of their ideal
product or service.
Brand
Management
A
brand is an approximate, yet distinct understanding
of a product, service or company. To compare a brand
with its competitors, we only need to know what
makes it different.
Brand
management is the management of differences, not
as they exist on data sheets, but as they exist
in the minds of consumers.
How
is your brand positioned in the minds of the consumer?
How
do your customers associate your product against
other products? Have your customers placed your
product in a category?
Is
your product, service or company positioned properly?
Do they choose your product first when considering
their next purchase? Our brains are like a filing
system with categories. We create categories or
files to store certain data.
How
is your product or service categorized by your customers?
What position in the category has your customer
placed your product? First, middle or last?
Contact
Synergy Communications today to discuss your branding.
Increase
sales or product awareness by better positioning
your brand.
We have prepared a 100 point scoring system for
understanding your brand's association with consumers.
- How have your customers branded your product
or service.
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Positioning is the process of understanding your
consumers associations with your product or service.
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Understanding how your customers have categorized
your product or service regardless of what category
your company uses.
Contact us today at 775-825-2665 or by email
at Brand@CreateSynergy.com.
Resources:
*The
Brand Gap, by Marty Neumeier
*Positioning:
A Battle for the Mind, by Jack Trout and Al
Ries
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