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Do you need one? Any company with the intention and potential to become or to remain a top competitor in its field needs to develop a sound branding strategy. And that's where the brand agency comes in. If you have a small or medium size business, you may not be able to pay a high salary for a full-time brand manager. If that is your case, you can benefit from working with a brand agency, and gain access to brand management consultants, plus an entire creative team available to work in various projects - from graphic design to web design, Internet marketing, advertising, media planning. Instead of working with multiple vendors that are unaware of your branding needs, you work with one single partner dedicated to create a stronger, more valuable brand.
Trademark: Do I Need One for My Business Name and Logo?
The list of what constitutes a trademark is long. A trademark can also be granted to unique packaging such as the shape of Coca-cola's bottle, building designs, color, sound, and even fragrance. Service marks receive the same legal protection, but are used to distinguish services instead of products.
Brand Awareness - Brand Identity
One afternoon our conversation turned, as all conversations eventually do, to the topic of The Lord of the Rings. Our discussion about differences between the book and the movie evolved into a discussion about the characters in the movie which made up the Fellowship of the Ring. The interesting thing to note was the difference in the levels of awareness of these characters by various people. We were struck by the similarities in how people remember these movie characters and how people remember certain brands.
Brand Awareness - Brand Identity
One afternoon our conversation turned, as all conversations eventually do, to the topic of The Lord of the Rings. Our discussion about differences between the book and the movie evolved into a discussion about the characters in the movie which made up the Fellowship of the Ring. The interesting thing to note was the difference in the levels of awareness of these characters by various people. We were struck by the similarities in how people remember these movie characters and how people remember certain brands.
The highest level of character awareness can be called 'the geek level'. These are people who know the character's full names as well as additional details about them. For example, knowing that Legolas, Sindarin elf of the woodland realm, is a great archer is comparable to those people who know the brand name, logo and jingle, all unaided. The next level, still pretty high on the scale, can identify the characters by name and race: Aragorn the human, Gimli the dwarf and Legolas the elf. These are the people who know the brand name and correctly match it to the product still without a helping hand. Then there are the people who know the characters by the actors who play them. These people may know the parent company of the brand or the name of the product, but don't know the advertising or what the product actually does.
After that, the characters become a bit more fuzzy. They may be identified by type of being (the dwarf, the elf, the hobbit, etc.) or even worse "the hot guy from The Pirates of the Caribbean movie." That's when you know your brand may be in trouble. These people may only be aware of your brand when prompted, and may not be at all aware of the advertising or maybe incorrectly identify the brand that is being advertised.
There are varying levels of brand awareness. While we'd all like our brands to be known on the geek level, realistically they may only be known by association with another brand.
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
Related Business News and Articles From ezarticles
One of the issues on the minds of company owners is if they can give away promotional mugs to their employees and patrons as gifts. The answer is yes. There is a wide selection of promo mugs that are offered for you to choose from and all of them are superb and enduring.
Many businesses have scribed their success story with the help of promotional products. The business gifts have helped all of them to achieve the desired results out of their brand promotion ventures. Almost all businesses today are involved in the practice of corporate gifting.
Promotional products have become an important part of product promotions and business marketing. And therefore these promotional gifts can be used in many ways and handed out to customers on many occasions.
You know those big brands, like Pepsi and Clorox, with all the money in the world to spend on brand positioning research and development? They've got a secret method for spending a lot less to learn a lot more before ever launching products on a mass scale. If you're a big brand trying to keep up or a small brand trying to make every penny count, come in close. This is how they do it.
When you're evaluating what to do next with your marketing dollars, don't think a little grassroots won't go a long way. More often than not, you'll get more back for your marketing spend than you might think. And not just in dollars. You'll find that engaging your customers on their own time in their own space will provide a more meaningful relationship with your brand.