A brand is about much more than a logo, it is the public personification of your company, conveying everything you believe and hold dear about what you do, he says. “But ultimately what you do is no different from your competitors so why you do it has to be front and centre in branding because, as the saying goes, people buy a product but they join a cause. Airbnb has done this spectacularly well, its brand has never been about finding accommodation; what their customers are actually buying into is belonging and finding community.”
By no means am I saying that your examples are good logos. The companies you mention are brand masters, no doubt about it, and I fully agree that a logo is part of a brand. Some of them have poor logos because a redesign would be damaging, as you well know. In fact I think the logos of IBM, VW, GM and others you mention are horrible. Particularly that of Starbucks – I don’t know what they were thinking. Speaking of the Starbucks logo however, the two-tailed mermaid was used to signify a seductiveness, and there’s your emotive aspect. It might not work, but it’s there.
Jemma Jones, department manager of marketing communications at Honda Motor Europe Ltd, thinks concise, consistent communication is the cornerstone of effective brand-building but says it’s surprising how many small business owners overlook this: “It might seem obvious, but ask yourself who you’re providing a service for and what the key messages are that you want to convey.”
If you want to create some buzz, first discover what people are already sharing with Buzzsumo. Research any topic, any site and get the top shared content pieces. The free version does give you enough features to do some digging around, but they do offer paid packages for more in-depth content research. If you just need a way to gauge your brand and see some of the trending topics, the free version will suit you just fine. Brand Build - How To Build A Strong Brand
Use this template to splash a bold brush typeface over some monochromatic images for a really striking effect. By angling your type slightly and letting it bleed off of the page, you’re able to create a punchy and ‘carefully crude’ effect. This template is perfect for any brand or business looking to create a totally non-corporate, more urban and handcrafted-looking design.
There is a wide variety of ways to get your marketing message in front of your prospects, more than ever, in fact. You can go the traditional advertising route and stick ads in newspapers and on billboards, or you can try more modern and ever-evolving tactics like SEO and content marketing. Whatever route you head down, you need to figure out what channels you’ll be using in order to turn your audience into prospects and then into customers.
In the resource-based view, strategists select the strategy or competitive position that best exploits the internal resources and capabilities relative to external opportunities. Given that strategic resources represent a complex network of inter-related assets and capabilities, organisations can adopt many possible competitive positions. Although scholars debate the precise categories of competitive positions that are used, there is general agreement, within the literature, that the resource-based view is much more flexible than Porter's prescriptive approach to strategy formulation.
While most brands understand the value of investing in mobile, they don’t consider mobile’s impact on logo design. Many designers still treat mobile as a mere delivery mechanism, rather than the primary customer experience it is today. Brands need to consider user experience across various screen sizes, how they’ll appear in the app store, what they can do to increase discoverability, and how the experience lends itself to social sharing at the very beginning of the product and brand definition. Karl Isaac Head of Brand Strategy and Innovation, Adobe
The category/brand development index is a method used to assess the sales potential for a region or market and identify market segments that can be developed (i.e. high CDI and high BDI). In addition, it may be used to identify markets where the category or brand is under-performing and may signal underlying marketing problems such as poor distribution (i.e. high CDI and low BDI).
Is your brand experimental, creative and innovative? Always a step ahead stylistically? Well, naturally you want to make sure your branding reflects just that. This template kit uses strongly contrasting reds, blues and blacks, and simple widely spaced type to create a design that is just as sleek as it is modern. With minimal graphic elements, this template makes it all too quick and easy to stay on trend.
A good brand will have no trouble drumming up referral business. Strong branding generally means there is a positive impression of the company amongst consumers, and they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established, word of mouth will be the company’s best and most effective advertising technique. Apple at Work — The Underdogs
Nicholas, you’re exactly right. Blogs are a great way to be seen as a thought leader. The two way dialog – just like these comments – are great conversations. The trick is writing valuable content and participating in the online community. A lot of people start blogging and never get an audience. They don’t realize that people just don’t magically appear at your blog, you have to cultivate new audiences and bring them to your site with insightful comments and posts.