123ArticleOnline Logo
Welcome to 123ArticleOnline.com!
ALL >> Marketing >> View Article

Revealing The Roots: The Process Of Building Brand

Profile Picture
By Author: Beth Brodovsky
Total Articles: 1
Comment this article
Facebook ShareTwitter ShareGoogle+ ShareTwitter Share

How is branding different than marketing? Branding is not so much different from marketing as it is an element of marketing. We think of marketing as a tree; the brand is the roots, holding the tree in place and providing constant energy. The leaves are the tactics, reaching in various directions and changing with the seasons, the trunk is the marketing strategy, connecting the brand and the tactics. In this way, brand is positioned as the basis for any marketing initiative. Building a Brand Creating a brand involves a process that demands attention to develop and diligence in carrying out to achieve results. While this may seem difficult, the end result of the branding process is the establishment of a system, and a structure that actually simplifies the marketing process. Our process serves to match the work a company does best with an audience willing and able to buy, and proceeds to develop a program of visual and verbal messages that reflect the experience the company wants to deliver. Branding is about developing a pull rather than a push, identifying a core value that resonates with your audience and attracts the ...
... business that is desired.Understand the current perception of your company: Effective brand marketing starts by gathering information. What is known and thought now both inside and outside your walls? Do you know who your competitors are and what their brand is? Why do clients choose-or not choose-your company? What do clients value most about your firm? Both quantitative and qualitative information is needed to get a clear picture of your company's, and your industry's, place in the mind of your audience.Evaluate what you do best, what is special and unique: Having gathered information, both internal and external feedback is reviewed. It is time to compare the needs that exist in the market with the strengths your firm has or wants to develop. This process identifies the most marketable elements to a given audience, the focus features.Align this strength with the appropriate audience: With a clear picture of the features your company can deliver well, and an understanding of who would value these features, key benefits are defined and linked to a feeling, the core value, to create further focus. The purpose of brand is to create a durable connection and build recognition, recollection and referrals.Choose how you will show, tell, and organize to convey the alignment: The visual image, verbal message and experience that will be delivered must be developed to communicate your brand perception. While staff, headlines and images may change from year to year and campaign to campaign; this structure creates a stable base that allows for flexibility without veering off course.Deliver a well-defined image, message and experience with diligence, consistency and repetition: Educate everyone on your brand so that each staff member becomes a "Keeper of the Brand." The biggest problem with maintaining brand is lack of consistency. A new marketing director, eager designer or outside consultant bored with what has been done and wanting to put their own stamp upon the company can quickly derail a brand. While you can't change your logo every year, regular evaluation of the tools employed to convey your message is vital in keeping both your audience and your staff engaged. Strong roots are needed to keep a tree healthy, and essential in surviving a storm. When growing your brand, be thorough in discovery, objective in the definition of position and consistent in delivery, and the process of building brand will be time well spent in attracting and maintaining the kind of clients that will grow and sustain your business. About the Author Beth Brodovsky is the president and principal of Iris Creative Group, LLC. Brodovsky earned a Bachelor of Fine Arts in Communication Design from Pratt Institute, New York. Before launching her own firm in 1996, she spent eight years as a corporate Art Director and Graphic Designer, providing a sound foundation in management and organizational standards and structure. Iris Creative specializes in providing marketing and strategic communication services to clients in service industries and small businesses. For more information contact Beth at bsb@iriscreative.com or 610-567-2799.

Total Views: 84Word Count: 680See All articles From Author

Add Comment

Marketing Articles

1. Tips For User Acquisition For Mobile Apps
Author: Rahul Sharma

2. Corporate Video Editing Company Noida Ghaziabad Greater Noida
Author: Hobo e Services

3. The Power Of Digital Marketing: How Businesses Can Thrive Online
Author: Azam Jafri

4. 5 Hidden Sap Grc Pitfalls That Could Jeopardize Your Compliance Strategy
Author: Udaya

5. How To Use A Social Wedding Wall To Capture Candid Guest Reactions
Author: richard

6. Top Video Editing Studio In Noida Ghaziabad Greater Noida
Author: Hobo e Services

7. Drive Business Growth With The Assistant Vice President Email List
Author: Hafsa Rimu

8. Smtp Server Errors: Common Issues And Solutions
Author: Pooja

9. Top Digital Marketing Companies In Mississauga To Supercharge Your Business Growth
Author: En3 Solutions

10. The Future Of Google Ads: Trends Businesses Need To Watch
Author: Online Consulting

11. Top Digital Marketing Agency In India — Digital Marketing Services
Author: Shoolin Solution

12. 10 Reasons To Leverage An Smm Panel For Social Media Growth
Author: streetsmmpanel

13. Why Customer Retention Management Matters More Than Customer Acquisition
Author: Trisha Menon

14. Travel Smarter With Guardian Angel Ai Smart Bags: Innovation At Your Fingertips
Author: Guardian Angel

15. Professional Video Editing Services Noida Ghaziabad Greater Noida
Author: Hobo e Services

Login To Account
Login Email:
Password:
Forgot Password?
New User?
Sign Up Newsletter
Email Address: