A company's brand stands on three legs: Name, Logo and Tagline. None of them is easy to get right, yet all of them are keys to defining the company, building recognition in the marketplace and developing loyal customers.
In order to remain competitive, many large companies today feel compelled to create a global brand strategy. In fact, for most brands, "going global" is not only an elusive objective; it's a destructive one.
Established brands are resilient, elastic and vital. However, continued good health is not a guaranteed condition.
ABC, which stands for Actions, Beliefs and Clothing are a brand's basic building blocks. You have an authentic and strong brand when these three aspects work together harmoniously.
Your brand is everything. Don't think that just because you're not Nike or Coke that you don't have a brand. You ARE a brand.
How does the world see you? It may not be the way you see yourself. Either way, it's time you find out!
Five steps to building a strong brand and an optimised customer experience.
A great brand can set your company apart, give you a competitive advantage and encourage loyalty from your customers and staff.
For many successful companies, brands are their most valuable asset. Trevor Choy from Choy Lawyers explains how they identify and develop their brands from an idea into a million dollar value.
Naming or re-naming a business or product can be thrilling, or terrifying, or both. There's a lot at stake, from legal ramifications right through to the future sale price of your business.
Branding is the overall intellectual and emotional impression people have when they think of your company.
Selecting a name for your new business is not easy. A name does more than identify your company. It tells customers who you are, what you do, and more than a little about how you do it.
Improve your marketing performance tracking system and learn from lessons learned by organisations that are further down the road. This article also summarises the factors that lead to successful implementation and outlines a value-based approach to performance tracking.
Great brand design has to make sense. Don't waste your time with multiple options of sameness or averageness, jargon, nor art. Keep it simple, zero in on the important stuff — the stuff that will make the difference. There is power in the simple ideas, not me—too ideas. This is a brand design process which delivers measurable bottom line results with innovative rather than me—too design solutions — the 7 steps to grow a brand and get it right.
At best ‘brand’ is a useful word. At worst, it’s a dangerously misleading management tool.
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