Archive for the ‘Branding’ Category

By AllBusiness.com

Early branding of a small or emerging company is key to business success. It is the quickest way for your company to express what it is and what it can offer. Inaccurate branding of a new business can make it difficult for people to grasp why the business exists in the first place.

For startups and small businesses, branding can often take a backseat to other considerations, such as funding and product development. This is a mistake, as a company’s brand can be key to its success. Dollar for dollar, it is as important and vital as any other early steps.

One software management company, temporarily named TallyUp, decided to invest in a branding overhaul. Its flagship product, a software suite that tracks and runs bonus incentive plans, needed a clear identity and platform to appeal to its target audience — primarily financial executives. The name TallyUp, while somewhat descriptive, didn’t capture the level of sophistication needed to attract the appropriate clientele. TallyUp hired a branding consultant, who recommended the name Callidus (Latin for “expert and skillful”) to effectively communicate its positioning in an instant. The new name communicated a similar concept but on a completely different level. Callidus positions the software product correctly. read more…

by Ivan Raszl

In this post you can read the second chapter free from the book The Next Evolution of Marketing: Connect with Your Customers by Marketing with Meaning, written by Bob Gilbreath, Chief Marketing Strategist at Bridge Worldwide.

The book introduces a new marketing model (Marketing with Meaning) that people choose to engage with and ultimately improves their lives. In a nut-shell, the book shows that the most effective way to earn the trust and attention of today’s cynical customer is to add meaning to their lives instead of bombarding them with meaningless messages. Please let me know if you’re interested and would consider writing a review on your blog.

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by Darrell Zahorsky

Trend watching has emerged in big business as a discipline of business management and a popular topic among top media publications and futurists. Small business can benefit from trend watching, too. This week’s feature is on the hottest trends for business of all sizes.

Trends are far easier to observe than time. Timing of entering into a growing trend market can be costly if the trend has yet to enter public consciousness. My personal experience in timing a trend came in 1993, while trying to explain the Internet to advertising executives who had no idea of its existence. The best time to enter the market is when the trend is entering mass awareness so educating a market is less expensive. The following 4 trends were selected for longevity, market awareness & potential profitability. read more…

by WebDesigner Depot

Branding is a complex process that is performed across all types of media, from product packaging, TV commercials and magazine ads to interior store decoration and logotype design. Of course branding also applies to web design.

It doesn’t matter if you’re building a website for a multi-million dollar brand or a personal blog, branding still matters for the reasons outlined above. In the case of a personal blog, branding will help set you apart and make your site memorable. read more…